Entity-based privacy calculus: Comparative analysis of American privacy attitudes for government vs. corporate entities

Abstract

This thesis explores differences in American privacy attitudes between government and corporate entities as (1) a comparative analysis of privacy factors most important to American willingness to consent to data collection for either entity, and (2) an analysis of how those factors change when the data gathered is shared. The thesis explores these differences through a quantitative analysis of a Pew Research Center American Trends Panel survey, conducted June 2019, and through a qualitative analysis of 10 interviews conducted in March 2023. I confirm statistically significant divergence between privacy attitudes for government and corporate entities. I find that the most impactful factor on willingness to disclose information is consistently privacy concern regardless of the entity, followed by perceived individual benefit from the data being collected; perceived control over the data collected and perceived understanding of how the data is used by the collecting entity are of varying degrees of lesser significance. Individuals’ willingness was more responsive to shifts in privacy factors for corporate entities than for the government. Through quantitative analysis, I identify intrusiveness, defined in dimensions of data identifiability and aggregation, as the primary root of privacy concern; notably, the influence of consent was largely discarded due to individuals’ concerns with the unstable relationship between consent, originating intent of data collection, and repurposing of data in use. Within the limits of the study, I also find that trust in government is a tenacious positive influence on willingness to disclose information. This thesis builds upon existing literature in privacy cognition, privacy fatigue, liberal values, trust in government, and disclosure behaviors. Policymakers should use these findings to (1) navigate data collection in government policy and (2) navigate the future of U.S. privacy protections.