Beyond concern: socio-demographic and attitudinal influences on privacy and disclosure choices

ABSTRACT

The co-option of consumers as unwilling agents in their own surveillance has enabled significant abuses of consumer privacy. Previous studies have largely used privacy concern as a proxy for overall privacy attitudes. In this study, we implement a choice experiment in combination with measures adapted from Communication Privacy Management theory to enable a broader exploration of the influences of privacy attitudes by contextualising privacy as a negotiation about accessibility over contextual boundaries. Key findings suggest individuals’ social media disclosure decisions are influenced at least in part by their privacy attitudes, particularly with respect to information categories which may cue other personal information. Findings are also presented on consumers’ willingness to pay for privacy, with implications for alternative revenue streams not built on consumer surveillance.