Quotation Korunovska, Jana, Kamleitner, Bernadette, Spiekermann-Hoff, Sarah. 2020. The challenges and impact of privacy policy comprehension. In Twenty-Eighth European Conference on Information Systems (ECIS2020), Hrsg. Association for Information Systems, 1-17. An Online AIS Conference: None.




The new information and communication technology providers collect increasing amounts of per-sonal data, a lot of which is user generated. Unless use policies are privacy-friendly, this leaves users vulnerable to privacy risks such as exposure through public data visibility or intrusive com-mercialisation of their data through secondary data use. Due to complex privacy policies, many users of online services unwillingly agree to privacy-intruding practices. To give users more control over their privacy, scholars and regulators have pushed for short, simple, and prominent privacy policies. The premise has been that users will see and comprehend such policies, and then rationally adjust their disclosure behaviour. In this paper, on a use case of social network service site, we show that this premise does not hold. We invited 214 regular Facebook users to join a new fictitious social network. We experimentally manipulated the privacy-friendliness of an unavoidable and sim-ple privacy policy. Half of our participants miscomprehended even this transparent privacy policy. When privacy threats of secondary data use were present, users remembered the policies as more privacy-friendly than they actually were and unwittingly uploaded more data. To mitigate such be-havioural pitfalls we present design recommendations to improve the quality of informed consent.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Contribution to conference proceedings
Language English
Title The challenges and impact of privacy policy comprehension
Title of whole publication Twenty-Eighth European Conference on Information Systems (ECIS2020)
Editor Association for Information Systems
Page from 1
Page to 17
Location An Online AIS Conference
Year 2020
URL https://aisel.aisnet.org/ecis2020_rp/51/
Open Access Y
Open Access Link http://www.academia.edu/download/63349189/FINAL_SUBMISSION_ECIS_2020_ecis20a-sub1301-cam-i7-120200518-91701-1xr2xzx.pdf
JEL Research paper 51


Korunovska, Jana (Details)
Kamleitner, Bernadette (Details)
Spiekermann-Hoff, Sarah (Details)
Institute for Marketing and Consumer Research IN (Details)
Institute for Information Systems and Society IN (Details)
Competence Center for Sustainability Transformation and Responsibility WE (Details)
Competence Center for Experimental Research WE (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
1146 Management information systems (Details)
1157 Usability research (Details)
1161 Human-computer interaction (Details)
2948 Information society (Details)
2953 Data security and data privacy (Details)
3720 Addiction research (Details)
3728 Stress research (Details)
5502 Occupational-, industrial psychology (Details)
5517 Organisational psychology (Details)
5521 Cognitive psychology (Details)
6815 Product design (Details)
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