Unpacking the social and emotional dimensions of security and privacy user engagement

Despite the acknowledged importance of security and privacy (S&P), user engagement with protective practices remains limited, influenced by complex social dynamics and emotional responses. In this study, we surveyed a representative sample of 496 U.S. participants to examine the interplay between social dynamics and emotional responses in shaping S&P behaviours. Our findings highlight that S&P conversations are infrequent, hindered by perceived social norms, complexity, and assumed disinterest from others. Participants associated S&P-savvy individuals with positive traits such as trustworthiness and intelligence, yet also challenge stereotypes of paranoia or social awkwardness. Normalizing discussions and fostering social interactions around S&P could drive greater user engagement. Emotionally, S&P practices evoke not only frustration, fear, and feelings of being overwhelmed, but also curiosity and a desire for empowerment. Participants cited simplification, enhanced self-efficacy, and tangible evidence of the impact of their actions as critical factors making S&P more approachable and engaging. These insights suggest opportunities to design socially supportive and emotionally resonant interventions to improve user adoption of S&P behaviours.