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"Fairly truthful": The impact of perceived effort, fairness, relevance, and sensitivity on personal data disclosure

Malheiros, M; Sasse, MA; Preibusch, S; (2013) "Fairly truthful": The impact of perceived effort, fairness, relevance, and sensitivity on personal data disclosure. In: Trust and Trustworthy Computing: 6th International Conference, TRUST 2013, London, UK, June 17-19, 2013. Proceedings. (pp. 250 - 266). Springer Verlag: Berlin/ Heidelberg, Germany. Green open access

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Abstract

While personal data is a source of competitive advantage, businesses should consider the potential reaction of individuals to certain types of data requests. Privacy research has identified some factors that impact privacy perceptions, but these have not yet been linked to actual disclosure behaviour. We describe a field-experiment investigating the effect of different factors on online disclosure behaviour. 2720 US participants were invited to participate in an Amazon Mechanical Turk survey advertised as a marketing study for a credit card company. Participants were asked to disclose several items of personal data. In a follow-up UCL branded survey, a subset (N=1851) of the same participants rated how they perceived the effort, fairness, relevance, and sensitivity of the first phase personal data requests and how truthful their answers had been. Findings show that fairness has a consistent and significant effect on the disclosure and truthfulness of data items such as weekly spending or occupation. Partial support was found for the effect of effort and sensitivity. Privacy researchers are advised to take into account the under-investigated fairness construct in their research. Businesses should focus on non-sensitive data items which are perceived as fair in the context they are collected; otherwise they risk obtaining low-quality or incomplete data from their customers. © 2013 Springer-Verlag.

Type: Proceedings paper
Title: "Fairly truthful": The impact of perceived effort, fairness, relevance, and sensitivity on personal data disclosure
Event: 6th International Conference, TRUST 2013
Location: London, UK
Dates: 17-19 June, 2013.
ISBN-13: 9783642389078
Open access status: An open access version is available from UCL Discovery
DOI: 10.1007/978-3-642-38908-5_19
Publisher version: http://dx.doi.org/10.1007/978-3-642-38908-5_19
Language: English
Additional information: The final publication is available at Springer via http://dx.doi.org/10.1007/978-3-642-38908-5_19
UCL classification: UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Computer Science
URI: http://discovery.ucl.ac.uk/id/eprint/1398382
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