University of Twente Student Theses
Counteracting manipulative cookie designs – The effect of nudges on website users' tendencies to share private online data.
Großart, Fabienne (2022) Counteracting manipulative cookie designs – The effect of nudges on website users' tendencies to share private online data.
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| Abstract: | To our best knowledge, this study is the first to experimentally examine the effect of nudges on cookie acceptance behaviour. In particular, the present study uses type 2 nudges, which trigger reflective thinking and conscious cognitive processing. By identifying underlying human factors influencing cookie message decisions, this study aims to better protect users’ data privacy. In total, 100 participants were randomly assigned to either a transparent or a nontransparent type 2 nudge and performed a specific task on two self-created websites. Afterwards, respondents answered questionnaires regarding their personality, security behaviour intentions, risk-taking and self-efficacy. Two main findings were observed in relation to the use of nudges. The use of nudges leads to a decrease in users' cookie acceptance rates, while the level of transparency of the nudge had no effect on cookie acceptance behaviour. In terms of individual characteristics, the study found that a) the personality trait openness supported safer cookie acceptance behaviour, b) security behaviour intentions had a positive influence on cookie acceptance behaviour, and c) the control measures risk-taking and selfefficacy showed no influence. Findings from this study show that type 2 nudges are an effective tool in promoting safer cookie acceptance behaviour. While the degree of transparency showed no influence, this research encourages the importance of investigating other design choices in more detail. Furthermore, the present study highlights the importance of individual characteristics underlying users’ cookie acceptance behaviour. Extended insights into individual characteristics and their influence would enhance our understanding of cookie acceptance decisions as well as enable choice architects to identify both facilitating and inhibiting factors to make nudging interventions more effective. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | Psychology BSc (56604) |
| Link to this item: | https://purl.utwente.nl/essays/90885 |
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