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Nudge me correctly : Social proof and reciprocity nudges and the online privacy protection behavior of Generation X and Generation Y.

Nijland, S.H. (2020) Nudge me correctly : Social proof and reciprocity nudges and the online privacy protection behavior of Generation X and Generation Y.

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Abstract:Generation X and Generation Y both show high online privacy protection behavior due to their online privacy concerns. Therefore, this study focuses on the online privacy context. Currently, nudges are mainly being implemented for the average person in a certain group of people, but there is no further segmentation within this group. Generation segments can be used to target different generations, each with their specific behavior and needs. Therefore, this study investigates the influence of online nudges on the online privacy protection behavior of Generation X and Generation Y. This study showed that the social proof nudge and reciprocity nudge had no different effect on the online privacy protection behavior of Generation X and Generation Y. However, the study showed some interesting outcomes that were not expected; participants with a high level of familiarity and quick decision, plus a low level of uncertainty regarding the fictional corona-app, showed less online privacy protection behavior.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/85415
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