The basic design of the experiment will consist of participants, recruited through the online platform Prolific, watching two videos. Before watching the second video, they will have to decide whether to read some privacy terms or to proceed directly to the video. We will randomize the sample into four different treatments, varying along two dimensions: the videos’ content, either entertaining (Entertain) or normal (Control), and the minimum time indicated that it would take to the read the privacy notice (at least 30 or 10 seconds).We will measure the actual time participants spend on the different elements throughout the task.
Introducing the task, consent form and privacy saliency
The participants will go through a consent form and an information page before watching the first video. We will inform the participants that they will be asked to watch videos and rate them. In the consent form we will give them accurate information about privacy, and how we handle data. In our case the data will be handled in compliance with European Privacy Regulations—GDPR (General Data Protection Regulation). In addition to the information about the handling of personal data, participants are informed that they can leave at any point of the experiment. After the participants have accepted the general terms of the task, they will be asked to answer two questions on the information they have just received, as attention checks. If their answers are wrong, they will be redirected to the consent and information forms to read again, and will be given the opportunity to answer the attention check questions a second time. One of the questions in the attention check will be about the privacy terms of the study, and it will also contribute to make the participants aware of privacy. If they give wrong answers for a second time, they will not be allowed to continue the study. We will also ask if the participants know the company Telenor before starting the study, to control for the effects of potential familiarity of the brand.
Videos - content treatment
For the study we will use four different videos, conducted and produced for the multinational telecommunication company Telenor. Two of them are entertaining commercials, both related to how the mobile technology could be useful. The two other videos are informative and made for brand building purposes; one is focused on online safety and the other explains how mobility data from the mobile network could be used to understand the spread of diseases. To select the videos to be used in the main study, we ran a pretest of the videos, also using the Prolific platform. In the pretest we included six videos, three that could be considered more entertaining and three that have a more informative and educational content. We then measured the level of entertainment for each of the six videos. The pretest confirmed our expectations regarding the level of entertainment, and in the experiment we will use those videos that had the highest and lowest levels of entertainment. The participants in the Control treatment will watch two videos with low levels of entertainment, while those in the Entertain treatment will watch two videos with high levels of entertainment. All four videos are available online:
1. Normal video 1: https://www.youtube.com/watch?v=1xMZjt84CNg
2. Normal video 2: https://www.youtube.com/watch?v=zoMLbKoU28w
3. Entertaining video 1: https://vimeo.com/135555757
4. Entertaining video 2: https://www.youtube.com/watch?v=GDLU5Y8fmzk
The participants in the Control treatment will first watch Normal video 1, which was rated with the lowest level of entertainment in the pretest, followed by Normal video 2; and participants in the Entertain treatment will watch Entertaining video 1, which was rated with the highest level of entertainment, followed by Entertaining video 2.
Privacy notice and time treatment
After watching the videos, the participants will be asked a set of questions. To check the participants’ attention during the task, they will be first asked questions about the content of the videos. If their answers are wrong for two times in a row, they will not be allowed to continue participating in the study. They will then be asked how much they enjoyed the two videos they have watched, and their secondary beliefs about the level of enjoyment the first video gave to the other participants in the study (this question will be incentivized with a bonus payment). We will also collect basic demographics, and some other background characteristics of the participants. Namely, age, gender, level of privacy concern, risk and time preferences and trust in the telecommunication company Telenor.We will also ask about their views on how they believed reading the privacy notice could have affected their experience of watching the second video. In addition to the information that we collect, we will receive demographic information on country of residence and birth, with status of employment from the online crowd-sourcing platform Prolific.