Trick with treat – Reciprocity increases the willingness to communicate personal data

Information security is a significant challenge for information and communication technologies (ICT). This includes withstanding attempts of social engineering aimed at manipulating people into divulging confidential information. However, many users are lacking awareness of the risks involved. In a field survey that tested reciprocal behavior in social interactions, 1208 participants were asked to reveal their personal password. In line with the social norm of reciprocity, more than one third of the participants were willing to do so when they received a small incentive. Elicitation was even more successful when the incentive was given right before asking for the password. The results, including moderating factors (e.g., age, gender), are discussed in the light of security awareness of ICT users and the mechanisms of psychological persuasion.