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The strong emotional reaction elicited by privacy issues is well documented. The emotional aspect of privacy makes it difficult to evaluate privacy concern, and directly asking about a privacy issue may result in an emotional reaction and a biased response. This effect may be partly responsible for the dramatic privacy concern ratings coming from recent surveys, ratings that often seem to be at odds with user behavior. In this paper, the authors propose indirect techniques for measuring content privacy concerns through surveys, thus hopefully diminishing any emotional response.
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