Conceal or reveal: (non)disclosure choices in online information sharing

We conducted an online experiment (N = 462) to explore the effects of feedback properties and individual characteristics on online information sharing in two contexts (social and socioeconomic) where personal ratings are essential. We allowed users to conceal their personal rating if it dropped below a threshold. The context was the primary determinant of the threshold users chose. Control availability and feedback content triggered additional considerations and caused some users to change their (non)disclosure choices. However, many users relied on their priors (experience, assumptions) rather than on new information. Our findings show how people may fail to identify the impact of nondisclosure, which may signal undesirable information to others. These findings challenge the reliance on holding users solely accountable for their ‘informedness’ vis-à-vis disclosure of their personal information.

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Recommended citation: Yefim Shulman, Agnieszka Kitkowska, Mark Warner & Joachim Meyer (29 Jan 2024): Conceal or reveal: (non)disclosure choices in online information sharing, Behaviour & Information Technology, DOI: 10.1080/0144929X.2024.2304613