Influencing Photo Sharing Decisions on Social Media: A Case of Paradoxical Findings

We investigate the effects of perspective taking, privacy cues, and portrayal of photo subjects (i.e., photo valence) on decisions to share photos of people via social media. In an online experiment we queried 379 participants about 98 photos (that were previously rated for photo valence) in three conditions: (1) Baseline: participants judged their likelihood of sharing each photo; (2) Perspective-taking: participants judged their likelihood of sharing each photo when cued to imagine they are the person in the photo; and (3) Privacy: participants judged their likelihood to share after being cued to consider the privacy of the person in the photo. While participants across conditions indicated a lower likelihood of sharing photos that portrayed people negatively, they – surprisingly – reported a higher likelihood of sharing photos when primed to consider the privacy of the person in the photo. Frequent photo sharers on real-world social media platforms and people without strong personal privacy preferences were especially likely to want to share photos in the experiment, regardless of how the photo portrayed the subject. A follow-up study with 100 participants explaining their responses revealed that the Privacy condition led to a lack of concern with others’ privacy. These findings suggest that developing interventions for reducing photo sharing and protecting the privacy of others is a multivariate problem in which seemingly obvious solutions can sometimes go awry.