The Pulse of Privacy: The Role of Efficacy Framing and Discrete Emotion in Combating Privacy Powerlessness and Motivating Online Privacy Protection

Can discrete emotions be leveraged to combat privacy powerlessness and motivate privacy protection? Extending theorizing and research that exclusively focus on cognitive processes underlying online privacy decision-making, this study builds on gain/loss framing research and the emotions-as-frames model to understand the effectiveness of emotional appeals (i.e., hope and fear) in generating attitudinal and behavioral change in online privacy. Two online experiments that differed in message topics (Study 1: changing social media privacy settings; Study 2: rejecting website cookies) were conducted with demographically-stratified samples of U.S. adults. Results showed that gain-frame-induced hope consistently led to reduced privacy powerlessness, which was associated with increased privacy protection intention across both topics, whereas loss-frame-induced fear only led to increased protection intention in the social media context. This study advances theorizing on the role that discrete emotion plays in online privacy management from a communication perspective and highlights the novel effect of hope in motivating attitudinal and behavioral change. Findings also help to answer recent calls for remedies to privacy powerlessness and inform message-based intervention designs for consumer empowerment.