Using protection motivation theory in the design of nudges to improve online security behavior

van Bavel, René, Rodríguez-Priego, Nuria, Vila, José and Briggs, Pamela (2019) Using protection motivation theory in the design of nudges to improve online security behavior. International Journal of Human-Computer Studies, 123. pp. 29-39. ISSN 1071-5819

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Abstract

We conducted an online experiment (n=2,024) on a representative sample of internet users in Germany, Sweden, Poland, Spain and the UK to explore the effect of notifications on security behaviour. Inspired by protection motivation theory (PMT), a coping message advised participants on how to minimize their exposure to risk and a threat appeal highlighted the potential negative consequences of not doing so. Both increased secure behavior – but the coping message significantly more so. The coping message was also as effective as both messages combined, but not so the threat appeal. Risk attitudes, age and country had a significant effect on behavior. Initiatives seeking to promote secure behavior should focus more on coping messages, either alone or in combination with fear appeals.

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