Social value orientation: theoretical and measurement issues in the study of social preferences.

What motivates people when they make decisions and how those motivations are potentially entangled with concerns for others are central topics for the social, cognitive, and behavioral sciences. According to the postulate of narrow self-interest, decision makers have the goal of maximizing personal payoffs and are wholly indifferent to the consequences for others. The postulate of narrow self-interest-which has been influential in economics, psychology, and sociology-is precise and powerful but is often simply wrong. Its inadequacy is well known and efforts have been made to develop reliable and valid measurement methods to quantify the more nuanced social preferences that people really have. In this paper, we report on the emergence and development of the predominant conceptualization of social preferences in psychology: social value orientation (SVO). Second, we discuss the relationship between measurement and theory development of the SVO construct. We then provide an overview of the literature regarding measurement methods that have been used to assess individual variations in social preferences. We conclude with a comparative evaluation of the various measures and provide suggestions regarding the measures' constructive use in building psychologically realistic theories of people's social preferences.

When information security depends on font size: how the saliency of warnings affects protection behavior.

Prior research on how to improve the effectiveness of information security warnings has predominantly focused on either the informational content of warnings or their visual saliency. In an online experiment (N = 1'486), we disentangle the effect of both manipulations and demonstrate that both factors simultaneously influence decision making. Our data indicate that the proportion of people who engage in protection behavior can be increased by roughly 65% by making a particular warning message more visually salient (i.e. a more conspicuous visual design is used). We also show that varying the message's saliency can make people behave very differently when confronted with the same threat or behave very similarly when confronted with threats that differ widely in terms of severity of outcomes. Our results suggest that the visual design of a warning may warrant at least as much attention as the informational content that the warning message conveys.