Designing Warnings to Reduce Identity Disclosure

The objective of this research was to identify aspects of warnings that will reduce online disclosure of personal information, specifically aspects that people do not consider sensitive. The vast majority of online commercial websites collect personal data, and many consumers report cybercrime events, such that identity theft is a significant risk. Most people can be uniquely identified by the combination of their birth date, age, and gender. This is problematic, since people do not believe these identity elements to be important to safeguard. Participants were asked to provide personal information to receive an online insurance quote. Participants in experimental conditions were warned not to disclose their date of birth. The experimental manipulations were (a) the vividness of the warnings and (b) whether an alternative to disclosure was recommended. Analyses indicated that providing an alternative to disclosure proved to be an effective strategy to reduce disclosure. Personal information disclosure can be reduced through warnings, but warnings need to be carefully designed and tested. Clear recommendations for alternative behavior may be especially effective. Designers of warnings and alerts can use the principles identified in this research to make their messages more effective.