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Testing the Effect of the Cookie Banners on Behaviour

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Abstract

We conducted a laboratory experiment (n=602) to test the effect on behaviour of six different cookie banner messages. These messages were based on four behavioural insights: defaults, information deficit model, protection motivation theory (PMT) and social norms. A control condition presented the traditional cookie banner message as recommended by the European Commission (EC). The behavioural measures were (a) the decision to accept cookies, (b) the decision to learn more about a website's cookie policy and (c) the time spent reading cookie policy pages. The main results are that a default banner, which told participants that continuing to browse implied cookie acceptance, led to higher cookie acceptance rates. With regard to users' decision to learn more about cookies, a message which combined all elements from PMT made people less likely to click on the link for more information.

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  • René van Bavel & Nuria Rodríguez-Priego, 2016. "Testing the Effect of the Cookie Banners on Behaviour," JRC Research Reports JRC103997, Joint Research Centre.
    • Handle: RePEc:ipt:iptwpa:jrc103997
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    1. Jacoby, Jacob & Speller, Donald E & Berning, Carol A Kohn, 1974. "Brand Choice Behavior as a Function of Information Load: Replication and Extension," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(1), pages 33-42, June.
    2. Nuria Rodríguez-Priego & René van Bavel, 2016. "The Effect of Warning Messages on Secure Behaviour Online: Results from a Lab Experiment," JRC Research Reports JRC103188, Joint Research Centre.
    3. Scammon, Debra L, 1977. ""Information Load" and Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(3), pages 148-155, December.
    4. René van Bavel & Nuria Rodríguez-Priego, 2016. "Nudging Online Security Behaviour with Warning Messages: Results from an Online Experiment," JRC Research Reports JRC103223, Joint Research Centre.
    5. Cass Sunstein, 2014. "Nudging: A Very Short Guide," Journal of Consumer Policy, Springer, vol. 37(4), pages 583-588, December.
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    Keywords

    cookies; privacy; online behaviour; behavioural economics; nudging; experiments;
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