Social Identity and Information Privacy Preference

Abstract

It has been challenging for online platforms to encourage users, especially those concerned about their information privacy, to share their personal data in order to offer personalized service. In this study, we draw on social identity theory from psychology and behavioral economics, and propose that, it is possible to change people’s information privacy preference by priming or inducing specific social identities. We hypothesize that, when priming gender identity, women are likely to show higher level of empathy to others and thus share more personal health information. Regarding ethnic identity, it is expected that priming would cause Asians to show higher level of privacy concern and to share less, while lower level of privacy concern and more sharing for Americans. At last, it is expected that, when inducing group identity, individuals are more likely to share health information with in-group members than with out-group members, because of in-group favoritism.