Interpersonal Privacy Nudge for Promoting Privacy Protective Behaviors on Social Network Sites Haiyan Jia & Heng Xu College of Information Sciences and Technology The Pennsylvania State University PIR 2015 | August 13,

INTERPERSONAL PRIVACY NUDGE Content Introduction Interpersonal Privacy Concerns on SNS Nudging toward Privacy-Protective Behaviors Conclusion 2

Privacy 1.0 vs. 2.0: From Personal to Interpersonal INTRODUCTION 3

Privacy 1.0: All about me INTERPERSONAL PRIVACY NUDGE 4

The rise of SNS: From me to we (a) Information owner shares a photo to friends;(b) A friend re-shares the information to public;(c) Information is displayed without owner’s consent. INTERPERSONAL PRIVACY NUDGE 5

Paradigm Shift in Privacy Research Current research mainly limited to individuals’ personal privacy o Use and interaction with the websites/service Growing need to conceptualize privacy as a social phenomenon (boyd, 2007; Lampinen et al., 2011; Xu, 2012) o Social interactions, social relationships, and social implications of information disclosure INTERPERSONAL PRIVACY NUDGE 6

Privacy 2.0: Consider we Xu, H. (2012). Reframing Privacy 2.0 in Online Social Network. U. Pa. J. Const. L., 14, INTERPERSONAL PRIVACY NUDGE 7

The Interpersonal Aspect of Privacy It is through interpersonal relationships that o Privacy information is being disclosed and disseminated o Reciprocal privacy considerations are formed INTERPERSONAL PRIVACY NUDGE 8

Research Objectives 1.Conceptualizing privacy as an interpersonal issue for social network sites 2.Theorizing interpersonal privacy concern as a key factor for privacy decision making 3.Proposing interpersonal privacy nudge as a mechanism for better privacy decisions on social network sites INTERPERSONAL PRIVACY NUDGE 9

Interpersonal Privacy Concerns on SNS MOTIVATION 10

Interpersonal Relationship as the Context for Privacy Perceptions Privacy perceptions are strongly tied to specific social situations (Laufer & Wolfe 1977) Privacy perceptions are shaped through the establishment and maintenance of interpersonal relationship INTERPERSONAL PRIVACY NUDGE 11

Interpersonal Relationship as the Context for Privacy Perceptions Privacy control: o Individuals can freely decide what and how much information to disclose o However, they often cannot control what others disclose about them INTERPERSONAL PRIVACY NUDGE 12

Interpersonal Privacy: The Photo Sharing Scenario (a) Information owner shares a photo to friends;(b) A friend re-shares the information to public;(c) Information is displayed without owner’s consent. INTERPERSONAL PRIVACY NUDGE 13

Interpersonal Relationship as the Context for Privacy Perceptions INTERPERSONAL PRIVACY NUDGE 14

Interpersonal Privacy Concern INTERPERSONAL PRIVACY NUDGE 15  Friend’s disclosure of my private information  My disclosure of friend’s private information

Nudging toward Privacy-Protecting Behaviors CONCEPTUAL FRAMEWORK 16

Privacy Concern Drives Privacy Behaviors Privacy concerns have great impact on individuals’ behavioral responses: o E.g., willingness to disclose information, engagement in online activities, etc. (Smith et al. 2011) Enhancing privacy concerns can encourage adoption of privacy- protective behaviors Privacy warnings, however, are often overlooked or ineffective (Egelman et al. 2008; LaRose & Rifon 2007) INTERPERSONAL PRIVACY NUDGE 17

“Privacy Nudge” Nudging has been used to shift economic decision-making in a predictable way without significantly changing other incentives (Thaler & Sunstein 2003 & 2008) Nudging as a subtler, less cognitively demanding approach toward personal privacy protective behaviors (Balebako et al. 2011; Wang et al. 2013) Heuristic cues to influence information disclosure decisions in complex privacy environment (John et al. 2011) INTERPERSONAL PRIVACY NUDGE 18

Interpersonal Privacy Concerns for Promoting Privacy-Protective Behaviors INTERPERSONAL PRIVACY NUDGE 19  Friend’s disclosure of my private information  My disclosure of friend’s private information

Purposes of Interpersonal Privacy Nudge 1.Remind users of the privacy rules that friends and themselves have established; 2.Prompt users to consider consequences of potential privacy conflicts; 3.Increase privacy concerns with enhanced awareness of possible privacy loss (for self and/or for others); 4.Shift users toward better privacy decision-making and adoption of privacy-protective behaviors INTERPERSONAL PRIVACY NUDGE 20

Interpersonal Privacy Rules on SNSs Control “how much control co-owners have over the co-owned private information” Access “how much others can know about the information” Boundary Extension “who else can know the information” (Child et al. 2009) INTERPERSONAL PRIVACY NUDGE 21

Interpersonal Privacy Impact on SNSs Impact Disclosure INTERPERSONAL PRIVACY NUDGE 22

Interpersonal Privacy Nudge for Social Network Sites STIMULUS DEVELOPMENT 23

The Photo Sharing Scenario INTERPERSONAL PRIVACY NUDGE 24

Potential Violation of Friend’s Privacy 1 NUDGE FOR 25

Potential Violation of Friend’s Access Rules Na Wang only posted 2 photos to her Timeline in the past 12 months. You are about to add this photo to Na Wang’s Timeline. Are you sure you want to proceed? CancelShare PhotoEdit Photo Privacy Setting INTERPERSONAL PRIVACY NUDGE 26

Potential Violation of One’s Own Privacy 2 NUDGE FOR 27

Potential Violation of One’s Own Access Rules This photo has you tagged in it and will also be posted to your Timeline. You only posted 2 photos of yourself in the past 12 months. You are about to add this photo to Na Wang’s Timeline. Are you sure you want to proceed? CancelShare PhotoEdit Photo Privacy Setting INTERPERSONAL PRIVACY NUDGE 28

Discussion and Future Work CONCLUSION 29

Interpersonal Privacy Nudge Conceptual Model INTERPERSONAL PRIVACY NUDGE 30 Interpersonal Privacy Rules Interpersonal Privacy Concern For self For others Interpersonal Privacy Protective Behaviors

Summary Individual approach to privacy perceptions and protection is insufficient Reconceptualizing SNS privacy as an interpersonal issue An effective strategy for promoting privacy-protective behaviors is through nudging users toward interpersonal privacy concerns INTERPERSONAL PRIVACY NUDGE 31

THANKS! Haiyan Jia Heng Xu College of Information Sciences and Technology | Penn State University INTERPERSONAL PRIVACY NUDGE FOR SOCIAL NETWORK SITES 32