Abstract: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.
From: Reza Ghaiumy Anaraky [view email]
[v1]
Tue, 27 Feb 2024 19:03:07 UTC (276 KB)
[v2]
Wed, 29 Jul 2026 18:36:31 UTC (276 KB)
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