# 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
#### 5.1.2 Beliefs  
According to cognitive theory, beliefs affect the cognitive process and have two categories: Threat Perception and Behavioral Evaluation [49, 50]. Each category has two subcategories. More specifically, the category Threat Perception includes the subcategories of Perceived and Perceived Susceptibility. The Behavioral Evaluation includes the subcategories of Perceived Benefits and Perceived Barriers. Below, we aim to align the identified privacy factors with the elements of the cognitive theory. According to [PERSON] et al. [50], we argue that Financial/Non-financial Exchanges and Benefits are aligned with the subcategories Perceived Benefits and Perceived Barriers [49, 50] because they correspond to both criteria 1 and 2. Both Financial/Non-financial Exchanges and Benefits have the same results on privacy behavior, and the subcategories of Behavioral Evaluation have the elements of Perceived Benefit for the Financial/Non-financial Benefits and Perceived Barriers as a similar result of the subfactor usefulness. At the same time, Perceived Benefits are aligned etymologically with the subcategory Financial/Non-financial Benefits. Respectively, the factor of Privacy Awareness matches the subcategory of Perceived Severity. Privacy awareness, as we presented in the photograph example in Section 3.1, can play a significant role in the perceived severity of a person. We argue that privacy-aware persons can better understand a potential danger and minimize the severity of their actions. The cluster of Demographics fits the subcategory of Perceived Susceptibility, which corresponds to criterion 2. This cluster contains elements such as age and gender. Research by [PERSON] et al. [65] showed that the susceptibility of a person is affected both by age and gender. More specifically, females tend to post more often and with fewer privacy re-strictions on OSNs than males, while older users claimed to be more concerned with privacy; this is reflected in their posting practices. On the other hand, we believe Sensitivity of Information fulfills only criterion 1 due to the etymological similarity. All of the above is reflected in Figure 7. Table 3 presents our adaptations of privacy behavior factors to the cognitive process beliefs of the cognitive theory.  
\begin{table}
\begin{tabular}{c c c} \hline \hline
**How Privacy Behavior Factors Influence Beliefs and Thus Cognitive Processes** & **Privacy Behavior Factor** & **Belief Element That Is Influenced** & **Fulfilled Criterion** \\ \hline Both Financial/Non-financial Exchanges and Benefits and Usefulness & Behavioral Evaluation: Perceived Benefits & Criteria 1 and 2 \\ \hline Demographics & Threat Perception: Perceived Susceptibility & Criterion 2 \\ \hline Sensitivity of Information & Threat Perception: Perceived Susceptibility & Criterion 1 \\ \hline Privacy Awareness & Threat Perception: Perceived Severity & Criterion 2 \\ \hline \hline \end{tabular}
\end{table}
Table 3: Encapsulating how privacy behavior factors influence beliefs and thus cognitive processes.