Are privacy concerns about domestic drones a matter of attribute framing and outcome-relevant involvement?

Abstract

This communication research examines the possibility that attribute framing and the level of outcome-relevant involvement have an effect on the amount of privacy concerns an individual has about a new technology. Thus far, there has not been a specific investigation of attribute framing in connection with involvement. In this experimental survey, participants were exposed to two valences of attribute framing while measuring their amount of privacy concerns and their involvement in the topic of domestic drones. It was found that high-involved individuals indicate significantly more privacy concerns about domestic drones. This fact was not influenced by the type of framing participants were exposed to. In contrast to prior findings, framing did not have an influence on the evaluation of domestic drones, in the form of privacy concerns. Additionally, this research suggests that expertise or prior knowledge do not affect the framing manipulation.