Still Creepy After All These Years: The Normalization of Affective Discomfort in App Use

It is not well understood why people continue to use privacy-invasive apps they consider creepy. We conducted a scenario-based study (n = 751) to investigate how the intention to use an app is influenced by affective perceptions and privacy concerns. We show that creepiness is one facet of affective discomfort, which is becoming normalized in app use. We found that affective discomfort can be negatively associated with the intention to use a privacy-invasive app. However, the influence is mitigated by other factors, including data literacy, views regarding app data practices, and ambiguity of the privacy threat. Our findings motivate a focus on affective discomfort when designing user experiences related to privacy-invasive data practices. Treating affective discomfort as a fundamental aspect of user experience requires scaling beyond the point where the thumb meets the screen and accounting for entrenched data practices and the sociotechnical landscape within which the practices are embedded.