Uncovering the Neural Processes of Privacy: A Neurally Informed Behavioral Intervention to Protect Information Privacy

Abstract

People are increasingly aware that their information is being tracked online. Although people generally self-report privacy to be important to them, in practice they often disclose far more private information than their self-reported privacy preferences. This “privacy paradox” could be better understood by uncovering the neural processes underlying the privacy calculus: weighing the risks against the benefits of disclosure. We assess the neural processes shaping privacy tradeoffs to characterize the neural mechanisms underlying privacy tradeoffs to design behavioral interventions that help people make better decisions that align with their privacy preferences. In Study 1, we used functional MRI (fMRI) to identify the neural correlates of the privacy calculus. In Study 2, we leveraged brain insights to design and test a neurally informed behavioral intervention to help people protect their privacy. Our results show that altering the timing when information is presented precisely at the time of decision (specifically within a second) directs attention to privacy risks versus benefits, therefore discouraging participants from disclosing their private information. Identifying the neural processes of privacy helps elucidate the privacy calculus and sheds light on the privacy paradox and guides the design of neurally informed behavioral interventions to help people protect their privacy.