AUTHOR=Fu Jialin , Zhang Jiaming , Li Xihang 

TITLE=How do risks and benefits affect user’ privacy decisions? An event-related potential study on privacy calculus process

JOURNAL=Frontiers in Psychology

VOLUME=14

YEAR=2023

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2023.1052782

DOI=10.3389/fpsyg.2023.1052782

ISSN=1664-1078

ABSTRACT=<sec><title>Purpose</title><p>The purpose of this study is to examine how risks and benefits affect users’ privacy-related decision-making processes.</p></sec><sec><title>Design/methods/approach</title><p>This study collected and analyzed the neural activity processes of users’ privacy-related decisions when faced with personalized services with different risks and benefits through an ERP experiment that included 40 participants.</p></sec><sec><title>Findings/results</title><p>The findings show that users subconsciously categorize personalized services based on benefit; Privacy calculus affects privacy decision by influencing the allocation of cognitive resources for personalized service, and the scarcity of cognitive resources increases the degree of privacy disclosure; Emotional change in privacy decision is the result of many factors, not the result of privacy risk alone.</p></sec><sec><title>Originality/Discussion</title><p>This study provides a new perspective to explain the process of privacy decision-making, and a new approach to investigate the privacy paradox.</p></sec>