The effects of the privacy attacker identity and individual user characteristics on the value of information privacy

Publication Type: 
Richard John
Heather Rosoff
KD Nguyen
Abstract Past research indicates that people have strong concerns about their information privacy. This study applies multi-attribute utility theory to conceptualize the concern for smartphone privacy and examine how people value smartphone privacy protection. We also investigated how the value of privacy varied by the identity of a privacy attacker and individual user characteristics. Respondents were given a hypothetical choice between an encrypted smartphone and a regular one. The encrypted smartphone increases the level ...