Engineering Commons^™

Of Promoting Networking And Protecting Privacy: Effects Of Defaults And Regulatory Focus On Social Media Users’ Preference Settings, Hichang Cho, Sungjong Roh, Byungho Park

Research Collection Lee Kong Chian School Of Business

Privacyresearch has debated whether privacy decision-making is determined by users'stable preferences (i.e., individual traits), privacy calculus (i.e.,cost-benefit analysis), or “responses on the spot” that vary across contexts.This study focuses on two factors—default setting as a contextual factor andregulatory focus as an individual difference factor—and examines the degree towhich these factors affect social media users' decisionmaking when usingprivacy preference settings in a fictitious social networking site. Theresults, based on two experimental studies (study 1, n = 414; study 2, n =213), show that default settings significantly affect users' privacypreferences, such that users choose the defaults or alternatives proximal tothem. Study 2 …