StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Heuristic versus Systematic Processing of Online Privacy Policy - Research Paper Example

Cite this document
Summary
This research paper "Heuristic versus Systematic Processing of Online Privacy Policy" presents how and why individuals mindlessly respond to a privacy policy provided by online media. As it turns out, familiarity plays a powerful role in determining Internet user’s acceptance of privacy policy…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER95.1% of users find it useful
Heuristic versus Systematic Processing of Online Privacy Policy
Read Text Preview

Extract of sample "Heuristic versus Systematic Processing of Online Privacy Policy"

Heuristic versus Systematic Processing of Online Privacy Policy Grade (13th, Dec. Empirical studies that applied the HSM under various contexts, suggested that taking into account the combination effects of influential cues or factors during information process, would provide clear, comprehensive and rational explanation of the subsequent judgments. For instance, Chang’s study (2004), used country of origin as a heuristic cue, and considered the mediate effects of message ambiguity and product involvement, on the way consumers’ process advertising message, and how consumers evaluate the advertised product. Chaiken & Maheswaran (1994) found that task importance, and the ambiguous level of the message, could modify subjects’ information processing mode. Todorov, Chaiken, & Henderson (2002) also contend that in the systematic mode of processing, issue-relevant thoughts mediate perceivers’ information judgment, and in the heuristic mode, heuristic cues should have a direct effect on attitudes (p. 197). Ratneshwar and Chaiken (1991) also suggested that, the combination effects of contextual prior knowledge and information exposure, would vary individuals’ attitude towards a novel product. Therefore, it is rational to consider more than one variable in the HSM application research. Information Evaluation Information evaluation serves as the core consequence after processing persuasive or risk disclosure information. In our study, information evaluation refers to individual’s acceptance of privacy policy provided by online media. We choose acceptance as an indicator of information evaluation for two reasons. First, most of the website services are offered to users on the premise of acquiring the agreement toward the privacy policy. Secondly, the websites obtain users’ agreement by different ways. For some websites, users will be asked to click ‘agree’ the websites’ terms and conditions which include the privacy practice, when they are creating an account (e.g., Facebook). For some other websites, their privacy policies state that they have rights to use any cookies that users leave in their website. By default, any user’s activities on those websites could be regarded as a form of agreement of their privacy policies (Miyazaki, 2008). Measures Background Characteristics Participants reported their level of education (1=Freshman, 2=Sophomore, 3=Junior, 4=Senior). Previous research found that most privacy policies require at least a reading level of second- or third-year college student. Therefore, we measure education to ensure that all participants have the capacity for systematically process the privacy policy content. (Milne, Culnan, & Greene, 2006). Blocking Variables The HSM posits that, except situational factors, individual difference factors should exert effects on the judgmental impact of the heuristic cues (Chen & Chiaken, 1999). According to the HSM, individual difference factors such as task importance or existing attitude, should take into account individuals’ engagement of information processing and judgment formation (Chaiken & Maheswaran, 1994). Therefore, the current study will control of some of these measures included in the analyses, as blocking variables (Keppel, 1991). Therefore, none of these factors was confounded with an experimental condition by chance, which limits the potential influence of these extraneous factors on the observed differences (Shan, Kwak, Schmierbach, & Zubric, 2004). In the current study, task importance was measured by asking participants a question about how seriously they took the task of evaluating the privacy policy they were presented with. According to previous research, trust could also impact individuals’ information processing and judgment (Koh & Sundar, 2010). Three dimensions of trust (Institutional trust, dispositional trust and trust in the online media) were measured by twenty-five items, adapted from McKnight, Choudhury, and Kacar (2002). The Ceronbach’s alpha of the combined measure was 0.90. Gender was included in the blocking variable such as participants’ sex, might induce a potential source of systematic error in the dependent variables. (Ratneshwar & Chaiken, 1991). All covariate measures except gender were administered on a 5-point Likert-type scale. Results Participants Among the 167 participants, 105 of them, constituting (63.9%) were senior, 46 (27.5%) were junior, thirteen (7.8%) were sophomore and three (1.8%) were freshman. Participants were randomly assigned to four manipulated conditions. Heuristic Processing Hypothesis 1 posits that, in the absence of privacy seal, individuals are more likely to engage in heuristic processing, when exposed to a privacy policy presented by a familiar social media website. The presence of heuristic cues on information processing style was tested within a 2x2 between groups ANCOVA, which compared the effects of privacy seal (presence, absence) and familiarity (familiar, unfamiliar) on the heuristic processing of privacy policy. The multivariate main effects of privacy seal and familiarity were insignificant. The interaction effects were, however, significant on the heuristic processing of privacy policy: F (1,164)=5.83, p Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(Heuristic versus Systematic Processing of Online Privacy Policy Research Paper Example | Topics and Well Written Essays - 2500 words, n.d.)
Heuristic versus Systematic Processing of Online Privacy Policy Research Paper Example | Topics and Well Written Essays - 2500 words. https://studentshare.org/information-technology/1790977-heuristic-versus-systematic-processing-of-online-privacy-policy-effects-of-familiarity-and-privacy-seal-on-individuals-information-evaluation
(Heuristic Versus Systematic Processing of Online Privacy Policy Research Paper Example | Topics and Well Written Essays - 2500 Words)
Heuristic Versus Systematic Processing of Online Privacy Policy Research Paper Example | Topics and Well Written Essays - 2500 Words. https://studentshare.org/information-technology/1790977-heuristic-versus-systematic-processing-of-online-privacy-policy-effects-of-familiarity-and-privacy-seal-on-individuals-information-evaluation.
“Heuristic Versus Systematic Processing of Online Privacy Policy Research Paper Example | Topics and Well Written Essays - 2500 Words”. https://studentshare.org/information-technology/1790977-heuristic-versus-systematic-processing-of-online-privacy-policy-effects-of-familiarity-and-privacy-seal-on-individuals-information-evaluation.
  • Cited: 0 times

CHECK THESE SAMPLES OF Heuristic versus Systematic Processing of Online Privacy Policy

Private and Personal Information Available on the Web

Protecting their privacy online will ensure that they are not leaving their personal information open to abuse (Australian Government).... The more a person knows about his/her rights, the easier it will be for him/her to safeguard his/her privacy (Australian Government).... here are instances where people don't know about their right and importance of their privacy.... And they should take care to protect it from spreading discriminately online....
8 Pages (2000 words) Essay

Importance of Online Privacy

Every time we go onto the Internet, we are risking people taking our identity or finding out more about us than we want strangers to know. According to… e article, "online privacy: Do Americans Need Better Protection?... Instead of waiting for reforms, citizens must take charge of their own online privacy.... Social networking has created more challenge to privacy (36) because anyone who takes part in it has their information availably through search engines....
4 Pages (1000 words) Essay

Judgment under Uncertainty: Heuristics and Biases

I find the third heuristic expounded on by the authors to be the most interesting.... This third heuristic is based on the concept of anchoring and adjustments (ibid.... This is because it can lead to wrong conclusions and potentially harmful decisions as heuristics is largely influenced by our… It can be useful when people do not have complete data and they decide based on their biases that in turn was derived from their daily experiences....
1 Pages (250 words) Essay

Judgment under Uncertainty: Heuristics and Biases:

Other heuristics commonly employed to simplify decision making under uncertainty are using affect heuristic (where people often base decisions on affective responses or feelings rather than systematic judgments – people tend to use emotions to decide on things, like they tend to splurge on shopping when they are elated or happy); judging hazards due to high profile rather than actual likelihood (death from lightning or cancer versus death from diabetes.... From the article written by Tversky and Kahneman, I found the heuristic based on representativeness most interesting due to the clarity and more frequent applicability of this type in current settings....
1 Pages (250 words) Essay

Interface Design Examples Search based on Heuristics 3

The figure below shows word processing of Apple.... This heuristic means that when a user interacts with a site of a system, they should get a response that what they fed to the system was correct.... This will inform the user that they are on the right track and that there is some activity taking place. This heuristic advocates speaking the language of the users.... Visibility of system statusThis is an important heuristic as it keeps users informed of what the system is doing....
2 Pages (500 words) Assignment

Stereotypes and heuristics

Ignorance-versus evidence-based decision making: A decision time analysis of the recognition heuristic.... The most basic and impactful way in which we can mitigate the negative impact of heuristic biases is to be consciously aware of the information that is being used to support our decisions.... One-reason decision making unveiled: A measurement model of the recognition heuristic....
1 Pages (250 words) Essay

Availability Heuristic

The available heuristic is a mind state.... Available heuristic is a mind state.... Humans are ever making judgment.... Many times this relies on what they can remember.... The facts remain for fact finders to analyze.... Particularly individuals use this to judge the frequency or possibility of an event happening....
4 Pages (1000 words) Essay

Importance of Online Transaction Processing

The paper "Importance of online Transaction Processing" discusses that OLAP tools are likely to be used by knowledge workers with a much higher level of skills who are also required to use the data they acquire, think about it and process it further for the generation of reports.... The examples of online Transaction Processing applications include electronic reservations, electronic transfer of funds, inventory control, telephone switching and centralized command and control services....
6 Pages (1500 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us