Personal data concern, behavioral puzzle and uncertainty in the age of digital surveillance

Using U.S. national panel surveys conducted, this study organizes three-related analyses to examine puzzling responses to data concern. Each of three analyses shows that people have distinctive heuristic structures that are "hardwired" for quick judgements as they filter, interpret, and retain cues in their release of personal data. Analysis 1 examines a non-linear pattern of behavioral responses to varying intensity of concern. Analysis 2 investigates indirect relationships between concern and data surrender. Analysis 3 examines temporal incongruence as one's protective action can be delayed over time. Findings across three analyses corroborate the insight that readily-accessible cognitive judgements help reduce the difficulty of estimating the likelihood of privacy gain and loss into a set of simple principles. This study concludes by cautiously warning the digital entrenchment of surveillance in that when a data consideration is reduced to a quick moment of choice, privacy can be over-released, surrendered over gratification, and eventually deferred to inaction.