Why Does Privacy Paradox Exist?: A Qualitative Inquiry to Understand the Reasons for Privacy Paradox Among Smartphone Users

Sakhhi Chhabra
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Sakhhi Chhabra: Indian Institute of Managemen, Sambalpur, India

Journal of Electronic Commerce in Organizations (JECO), 2022, vol. 20, issue 1, 1-20

Abstract: In this exploratory study, the main aim was to find, ‘why do people disclose information when they are concerned about their privacy?’. The reasons that provide a plausible explanation to the privacy paradox have been conjectural. From the analysis of the eighteen in-depth interviews using grounded theory, themes were then conceptualized. We found rational and irrational explanations in terms of cognitive biases and heuristics that explain the privacy paradox among mobile users. We figured out some reasons in this context of mobile computing which were not emphasized earlier in the privacy paradox literature such as Peanut Effect, Fear of Missing Out- FoMo, Learned Helplessness, and Neophiliac Personality. These results add to the privacy paradox discourse and provide implications for smartphone users for making privacy-related decisions more consciously rather than inconsiderately disclosing information. Also, the results would help marketers and policymakers design nudges and choice architectures that consider privacy decision-making hurdles.

Date: 2022
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