Unpacking the Privacy Paradox: Irrational Decision-Making within the Privacy Calculus

Understanding privacy is important to individuals and organizations. This research in progress develops a theoretical model that incorporates both actual disclosure behavior and the potential for irrational behavior induced by overriding situational factors presented at the time of the privacy disclosure decision. Actual disclosure behavior is seldom measured in privacy research, and most prior work has assumed the disclosure decision to be a fully rational one. This research challenges that assumption, and the eventual completion of the project will contribute uniquely to our understanding of the privacy calculus in online transactions.