Reza Ghaiumy Anaraky
New York University, New York City, New York, United States
In this study, we explore the effectiveness of persuasive messages endorsing the adoption of a privacy protection technology (IoT Inspector) tailored to individuals' regulatory focus (promotion or prevention). We explore if and how regulatory fit (i.e., tuning the goal-pursuit mechanism to individuals' internal regulatory focus) can increase persuasion and adoption. We conducted a between-subject experiment (N = 236) presenting participants with the IoT Inspector in gain ("Privacy Enhancing Technology"---PET) or loss ("Privacy Preserving Technology"---PPT) framing. Results show that the effect of regulatory fit on adoption is mediated by trust and privacy calculus processes: prevention-focused users who read the PPT message trust the tool more. Furthermore, privacy calculus favors using the tool when promotion-focused individuals read the PET message. We discuss the contribution of understanding the cognitive mechanisms behind regulatory fit in privacy decision-making to support privacy protection.
doi.org/10.1145/3613904.3642640
The ACM CHI Conference on Human Factors in Computing Systems (https://chi2024.acm.org/)