The online privacy paradox: a social representations perspective

Authors:
Marie Caroline Oetzel;Tijana Gonja
Affiliations:
Institute for Management Information Systems, Vienna University of Economics and Business, Vienna, Austria;Institute for Management Information Systems, Vienna University of Economics and Business, Vienna, Austria
Venue:
CHI '11 Extended Abstracts on Human Factors in Computing Systems
Year:
2011

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Abstract

In this paper we present early results from a study, which aims at understanding the privacy paradox from a social representations perspective. After identifying adequate stimulus words with the help of a preliminary study, we conducted the main study using an online questionnaire. Participants were instructed to associate freely to the given stimulus words. The results of the polarity and sequence analysis of the associations provide a first valuable insight into the social representations of online privacy.