# How to Influence Privacy Behavior Using Cognitive Theory and Respective Determinant Factors
## 1 Introduction  
With the evolvement of technology, such as internet-connected wearables, enhanced reality, mobile devices, and the intrusion of social media in our lives, our individuality is constantly exposed. Data are retrieved from companies and individuals in many ways and sometimes even without our knowledge, for example, from the Internet of Things devices (IoT) [1] or even when we self-expose ourselves to social networks [2, 3]. Self-exposed behavior may have a significant negative effect on individuals' lives, and Information and Communications Technology (ICT) users may find themselves as victims of thieves, scams, or impersonation. At the same time, third parties can use personal data in their favor in many ways such as to manipulate voting opinions [4] or manipulate buying behavior through targeted advertising practices [5, 6]. Thus, ICT users are vulnerable to privacy breaches, data misuse, and unauthorized access to their personal information. In the last decade, the research on what influences privacy behavior showed a significant increment. Researchers, software houses, information security providers, and individuals are trying to find ways to enhance ICT users' privacy behaviors. Various studies have shown that ICT users state that they care about their personal data, but they still disclose a vast amount of personal information when using internet-connected devices [2, 3]. Many academics recognize this phenomenon as a \"privacy paradox\" [7, 8, 9, 10]. Several studies have tried to identify the reasons behind ICT users' privacy behaviors, identifying psychological, sociological, and behavioral factors for their actions [7, 8, 9, 10]. Many researchers found various factors that influence privacy behavior, and thus, if we alter these factors we may influence ICT users' privacy behavior actions, such as personal information disclosure, the application of privacy-protective controls, or the configuration of privacy settings. From the above, we identify a necessity to confront these two issues. First, we need to understand what affects privacy behavior, and second, it will be beneficial to understand how to influence ICT users' protective privacy behaviors. To address the first issue, we conducted an in-depth literature review on the factors affecting privacy behavior. Ourrecent research [11] showed that behind ICT users' privacy behaviors, there are eleven dominant factors, including privacy concerns, trust, awareness, and others (further analyzed in Section 5). This research aims to investigate the underlying factors that influence individuals' privacy-conscious actions in the digital realm, as well as to explore effective interventions to promote such actions. In addition, we laid the groundwork for extending our research to the utilization of these factors for enabling privacy-protective behaviors and thus address the second issue. Understanding how to promote human behavior change is crucial for several reasons. First, technological advancements alone cannot ensure adequate privacy protection, as the success of privacy measures ultimately depends on the users' behaviors. Second, a significant number of privacy incidents can be attributed to an individual's lack of awareness, knowledge, or motivation to consciously adopt privacy actions. By investigating how human behavior can be effectively changed, this study can contribute to the development of strategies and interventions that address these underlying factors and thus lead to improved privacy behavior [12, 13, 14, 15]. To address this research gap, this study explores theoretical frameworks, empirical studies, and interventions from related fields such as psychology, sociology, philosophy, and the health field. By drawing upon these interdisciplinary perspectives, our research aims to shed light on the factors influencing privacy behavior, identify effective behavior modification techniques, and propose actionable recommendations for ICT users, service providers, and policymakers.