개인정보 제공 의사결정에서의 임의성과 앵커 효과

다국어 초록 (Multilingual Abstract)

A considerable body of academic research on privacy is based on the implicit assumptions of stable preferences for privacy and rationality in privacy decision. Building on behavioral decision theory and behavioral economics, this study challenges the assumption by examining the arbitrariness and anchoring effect in privacy decision. Our online experiment result shows arbitrary valuations of benefits and risks associated with personal information disclosure. Further, the results reveal a strong anchoring effect in the disclosure decision, where the components of earlier decisions work as anchors that affect subsequent decisions. Taken together, the arbitrariness and anchoring effect suggest privacy decision can be better characterized by bounded rationality rather than perfect rationality.

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