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Using cognitive dissonance theory to understand privacy behavior
Author(s) -
Ghosh Isha,
Singh Vivek
Publication year - 2017
Publication title -
proceedings of the association for information science and technology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.193
H-Index - 14
ISSN - 2373-9231
DOI - 10.1002/pra2.2017.14505401114
Subject(s) - phenomenon , cognitive dissonance , internet privacy , computer science , psychology , social psychology , epistemology , philosophy
ABSTRACT While individuals are keen to take advantage of the rewards (e.g., discounts) associated with using location‐based apps on smartphones, they also express concern over location information being disclosed. This imbalance between expressed attitudes and demonstrated behavior has been termed the “privacy paradox.” Current literature examines this phenomenon based on users' interactions with e‐commerce systems; however, given the sensitive nature of location information generated from smartphones, gaining an understanding of this phenomenon as it is demonstrated in daily smartphone usage is important. Based on information gathered from qualitative interviews, we find that evaluation of benefits associated with disclosure do not play as strong a role in motivating disclosure as has previously been suggested. Instead we find that using a behavior‐based approach rather than an investigation of attitudes governing disclosure provides newer insights and a more granular understanding of the privacy paradox. This nuanced understanding can be used to design apps more suited to user privacy needs as well as have implications for further research concerning this phenomenon.