Masters Theses

Keywords and Phrases

Privacy Attitudes; Privacy Behaviors; Privacy Examples; Privacy Policy; Technology Literacy


"This research investigates new methods to present privacy policy information to consumers. It makes the argument that current privacy policies do not present consumers with information in a manner that helps align their privacy attitudes with their privacy behaviors. With the introduction of smart appliances to the market, it is critical that appropriate privacy policies are created to equip consumers with information that is easy to understand. Neutral Examples and Risk Examples were created along with the Traditional Content of a privacy policy. These three components were used in different combinations to provide privacy information about smart appliances. Additionally, it was argued that technology literacy of the consumers might affect alignment of privacy attitudes and behaviors. New scales were developed to measure privacy behaviors and technology literacy, and privacy attitudes scales were developed using existing measures as a guide. Moderated mediation analyses revealed that an interaction between Hardware Technology Literacy and certain component combinations (less abstract privacy policies) influenced privacy behaviors, by influencing privacy attitudes. It also revealed that certain privacy attitudes mediated the effect of less abstract privacy policies on privacy behaviors. Additionally, less abstract privacy policies directly influenced privacy behaviors when technology literacy was high. The study concludes that less abstract privacy policies, where Neutral Examples are combined with Traditional Content or Risk Examples, and high technology literacy help improve the consistency between privacy attitudes and behaviors"--Abstract, page iii.


Baker, Denise A.

Committee Member(s)

Reynolds Kueny, Clair
Murray, Susan L.


Psychological Science

Degree Name

M.S. in Industrial-Organizational Psychology


Missouri University of Science and Technology

Publication Date

Summer 2018


ix, 91 pages

Note about bibliography

Includes bibliographical references (pages 88-90).


© 2018 Delicia Anceisao Vaz, All rights reserved.

Document Type

Thesis - Open Access

File Type




Thesis Number

T 11399

Electronic OCLC #