Personalization, authentication and self-disclosure in self-administered Internet surveys

Two studies are presented that examine disclosure of sensitive information and personalization in Internet-based surveys. In the first study, the impact of a personalized salutation on two forms of non-disclosure to a sensitive personal question (salary level) is tested. The results revealed that a personalized salutation tends to increase levels of active non-disclosure (measured through use of an I prefer not to answer option), but not passive non-disclosure (where the respondent selects no option). In the second study, participants are directed to the study via either a personalized URL (which incorporated an encoded identifier not obvious as such to the responder) or via a secure log-on page that required the user to type in identifying information. Non-disclosure to a sensitive question (salary) was significantly higher when participants went through a log-on procedure. We suggest that this pattern of non-disclosure to sensitive questions reflects increases in identifiability when a personalized salutation or logon procedure is used. We further suggest that the provision of an active non-disclosure option to a sensitive question is particularly appropriate in contexts in which anonymity may be compromised, since it enables participants to both protect their privacy and respond appropriately to the survey. 2004 Elsevier Ltd. All rights reserved. 0747-5632/$ see front matter 2004 Elsevier Ltd. All rights reserved. doi:10.1016/j.chb.2004.10.012 * Corresponding author. Tel.: +44 1908 654811; fax: +44 1908 654173. E-mail address: [email protected] (A.N. Joinson). 276 A.N. Joinson et al. / Computers in Human Behavior 23 (2007) 275–285