# How to Influence Privacy Behavior Using Cognitive Theory and Respective Determinant Factors
## 5 Cognitive Theory and Privacy Behavior Factors
### Conceptualizing Cognitive Theory and Privacy Behavior Factors
#### 5.1.1 Privacy Behavior Factors
\begin{table}
\begin{tabular}{p{142.3 pt} p{142.3 pt}} \hline \hline
**Factor** & **Description** \\ \hline Financial/Non-Financial & A financial exchange is defined as an action that has an economic \\ Exchanges/Benefits/Usefulness & benefit as a result. As a non-financial exchange, benefit or usefulness is defined as an action that has a non-economic benefit. \\ \hline Privacy Risk Perception & Privacy risk perception refers to a person’s non-subjective evaluation of the likelihood of a potential privacy incident or event. \\ \hline Trust/Control/Confidence/Fear & Trust refers to the belief in the reliability or credibility of a person, group, or party. Control refers to the ability of a person to manage situations or personal data. Confidence refers to the belief in a person of their abilities and skills. Fear refers to an emotional response to perceived danger, threat, or uncertainty. \\ \hline Privacy Concerns & The user’s willingness to share data and how these relationships in turn are affected by inter-individual differences in an individual’s regulatory focus, thinking style, and institutional trust. \\ \hline “Needs”/Psychological Engagement/Necessity & Psychological engagement refers to a person’s experiences when engaging in an activity or process. \\ \hline Sensitivity of Information & Sensitivity of information of a person refers to the degree of importance, confidentiality, or information that the person requires not to be public. \\ \hline Privacy Awareness & Privacy Awareness refers to a person’s understanding and recognition of the value and importance of the protection of personal information from disclosure. \\ \hline Time-lapse & Time-lapse refers to the time between two or more events. \\ \hline Education/Visualization/Interaction/Experience & Education refers to the process of acquiring knowledge and skills through an educational procedure such as school. Visualization refers to the creation of images or videos in order to represent data or information. Interaction refers to the exchange of information or sputum response between two or more persons. Experience refers to the accumulation of knowledge and skills through events, incidents, and activities. \\ \hline Demographics (age/gender/country, political position, income, etc.) & Demographics refer to the statistical data and characteristics of a population or a group of people \\ \hline Dimensionality/Complexity of Privacy Decision-making & Dimensionality refers to the number of variables that pull apart a phenomenon. \\ \hline \hline \end{tabular}
\end{table} 
Table 2: Privacy behavior factors. privacy behavior modification factors with the influential axes of the cognitive theory's cognitive processes. Before we conceptualize the cognitive theory and privacy behavior factors, we will set the matching criteria. To set our matching criteria, firstly, we identify the variables we want to match from the fields we discussed that are also the most relevant to Research Question 2: \"How can we influence privacy behavior determinant factors to guide ICT users' privacy behaviors using experiential methods?\"  
From the privacy behavior field, there is one variable that the privacy behavior factors. On behalf of the cognitive theory model, we recognize the three influential axes that influence the cognitive processes: perceptions, beliefs, and attributions (productive causes). Secondly, we have to determine the method of matching. In academia, several methods have been proposed, including propensity score matching [61] as a means of reducing selection bias in observational studies, covariate matching [62, 63], and nearest neighbor matching [64].