Hiding Personal Information Reveals the Worst

Leslie K. John; Kate  Barasz; Michael I. Norton

Article | Proceedings of the National Academy of Sciences of the United States of America | January 26, 2016

Hiding Personal Information Reveals the Worst

by Leslie K. John, Kate Barasz and Michael I. Norton

Abstract

Seven experiments explore people's decisions to share or withhold personal information and the wisdom of such decisions. When people choose not to reveal information—to be "hiders"—they are judged negatively by others (experiment 1). These negative judgments emerge when hiding is volitional (experiments 2A and 2B) and are driven by decreases in trustworthiness engendered by decisions to hide (experiments 3A and 3B). Moreover, hiders do not intuit these negative consequences: given the choice to withhold or reveal unsavory information, people often choose to withhold, but observers rate those who reveal even questionable behavior more positively (experiments 4A and 4B). The negative impact of hiding holds whether opting not to disclose unflattering (drug use, poor grades, and sexually transmitted diseases) or flattering (blood donations) information including across decisions ranging from whom to date to whom to hire. When faced with decisions about disclosure, decision makers should be aware not just of the risk of revealing but of what hiding reveals.

Keywords: disclosure; transparency; trust; policy-making; privacy; Information; Corporate Disclosure; Decision Choices and Conditions; Trust;

Format: Print

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Citation:

John, Leslie K., Kate Barasz, and Michael I. Norton. "Hiding Personal Information Reveals the Worst." Proceedings of the National Academy of Sciences of the United States of America 113, no. 4 (January 26, 2016): 954–959.

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The case describes a program that CVS Health recently implemented to improve medication adherence, an important problem from a societal, public policy, and firm perspective. A test of the program, costing hundreds of thousands of dollars to implement, increased the proportion of adherent customers by 1.4 percentage points. Students are asked to quantify the system-wide economic benefit of this improvement and draw upon insights from behavioral science to examine approaches for boosting medication adherence.

Email mking@hbs.edu for a courtesy copy.

By the time Dan Doctoroff, CEO of Sidewalk Labs, began hosting a Reddit “Ask Me Anything” session in January 2018, he had only nine months remaining to convince the people of Toronto, their government representatives, and presumably his parent company Alphabet, Inc., that Sidewalk Labs’ plan to construct “the first truly 21st-century city” on the Canadian city’s waterfront was a sound one. Along with much excitement and optimism, strains of concern had emerged since Doctoroff and partners first announced their intentions for a city “built from the internet up” in Toronto’s Quayside district. As Doctoroff prepared for yet another milestone in a year of planning and community engagement, it was almost certain that of the many questions headed his way, digital privacy would be among them.

In their commentary, Wilson & Stolarz-Fantino argue that specific design features of our research mean that it cannot have policy implications and that researchers “need to consider profit maximization in menu design or studies are likely to suggest ill-informed implementations.” In this reply, we respond to the specific critiques of our work with empirical data and conceptual arguments. We agree with Wilson and Stolarz-Fantino that researchers seeking to understand a policy’s influence on consumers should test predictions about which strategies firms will likely use when implementing a policy. Research, however, that demonstrates the effectiveness (or lack thereof) of an intervention even without perfectly predicting a firm’s response still has enormous value for setting policy.

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Hiding Personal Information Reveals the Worst

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