Nudging online privacy behaviour with anthropomorphic cues

Abstract

Personal data is often considered the currency of the digital world, allowing companies to better control, study and target consumers. However, users may not always be aware they are disclosing personal data online, posing a privacy policy problem. We tested whether the display of anthropomorphic cues could curb users’ unwitting disclosure of personal information. We conducted an online experiment with a between-subject design in Germany, Italy, Poland, and the UK (n=1,217). Neither a ‘static’ nor a ‘dynamic’ anthropomorphic character made participants disclose less personal information – in fact, the static character made them disclose more (p=0.03). Findings are interpreted by considering the effect of anthropomorphic characters on trust, which may in turn increase disclosure. Level of education and country also influenced disclosure.