Online Privacy Heuristics that Predict Information Disclosure

Online users' attitudes toward privacy are context-dependent. Studies show that contextual cues are quite influential in motivating users to disclose personal information. Increasingly, these cues are embedded in the interface, but the mechanisms of their effects (e.g., unprofessional design contributing to more disclosure) are not fully understood. We posit that each cue triggers a specific "cognitive heuristic" that provides a rationale for decision-making. Using a national survey (N = 786) that elicited participants' disclosure intentions in common online scenarios, we identify 12 distinct heuristics relevant to privacy, and demonstrate that they are systematically associated with information disclosure. Data show that those with a higher accessibility to a given heuristic are more likely to disclose information. Design implications for protection of online privacy and security are discussed.