In one experiment, one group of students was given a strong assurance that none of the information they divulged on the survey would be revealed. That should make them more forthcoming, right? Actually, the opposite was true. When the issue of confidentiality was raised, participants clammed up. For example, 25 percent of the students who were given a strong assurance of confidentiality admitted to having copied someone else's homework. Among those given no assurance of confidentiality, more than half admitted to it.
The modus operandi was to offer shoppers a anonymous card or a identified card, and offering them the chance to switch later. 52% will stay in an anonymous condition, but only 9% who start off identified are prepared to switch later. In other work, he showed that 60% of people in large Facebook groups will make their profiles visible, while over 90% of small group members will. Also, profile visibility has declined steadily over time. Finally, why do some people actively seek bad reputations? For some, notoriety is better than no fame...
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