Using a social discounting task to measure differential personal information sharing

A recent social discounting study showed that individuals share personal information in a similar way to money, suggesting that personal information has quantifiable properties for individuals. This is important because many online scams, such as phishing, target sharing different forms of personal information. However, no previous study has tested whether different forms of personal information are shared more or less than others. The current study used a modified social discounting task to test whether there were differences in the amount of personal information shared across four different forms: identification, financial, health, and security information. A between-participant experiment enrolling 100 college-aged participants showed that individuals had a significantly higher discounting rate for health information compared to three other forms of personal information, suggesting that health information was shared more for the participants. There were no statistically significant discounting rate differences between the other three forms of personal information. The results demonstrate that the social discounting task is a viable way to assess differential sharing for personal information. Future research should examine why health information is shared less than other forms of personal information, and whether this increases risk for falling prey to phishing scams targeting different forms of personal information.