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“Fairly Truthful”: The Impact of Perceived Effort, Fairness, Relevance, and Sensitivity on Personal Data Disclosure

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Trust and Trustworthy Computing (Trust 2013)

Part of the book series: Lecture Notes in Computer Science ((LNSC,volume 7904))

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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.

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Author information

Authors and Affiliations

  1. Information Security Research Group, University College London, Gower Street, WC1E 6BT, London, UK

    Miguel Malheiros & M. Angela Sasse

  2. Microsoft Research, 21 Station Road, CB1 2FB, Cambridge, UK

    Sören Preibusch

Authors
  1. Miguel Malheiros
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  2. Sören Preibusch
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  3. M. Angela Sasse
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Editor information

Editors and Affiliations

  1. Department of Computing, Imperial College London, SW7 2AZ, London, United Kingdom

    Michael Huth

  2. Nokia Research Center, Helsinki, Finland

    N. Asokan

  3. Department of Computer Science, ETH Zurich, Switzerland

    Srdjan Čapkun

  4. University of Oxford, UK

    Ivan Flechais

  5. Information Security Group, Royal Holloway University of London, TW20 0EX, Egham, Surrey, UK

    Lizzie Coles-Kemp

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Malheiros, M., Preibusch, S., Sasse, M.A. (2013). “Fairly Truthful”: The Impact of Perceived Effort, Fairness, Relevance, and Sensitivity on Personal Data Disclosure. In: Huth, M., Asokan, N., Čapkun, S., Flechais, I., Coles-Kemp, L. (eds) Trust and Trustworthy Computing. Trust 2013. Lecture Notes in Computer Science, vol 7904. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-38908-5_19

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  • DOI: https://doi.org/10.1007/978-3-642-38908-5_19

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-38907-8

  • Online ISBN: 978-3-642-38908-5

  • eBook Packages: Computer ScienceComputer Science (R0)

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