Why Do People Ignore What They Already Know?

Many of us wonder: Why do people fail to act even when they are aware of the risks? This phenomenon is known as the knowing-doing gap. It refers to situations where individuals are fully aware of the dangers but still choose not to take preventive measures. In the context of personal data protection, this is highly relevant. People know that oversharing personal information on social media is risky, yet they continue to do so. To bridge this gap, communication strategies that encourage behavioral change are needed—one of which is fear-based communication.

In the Government Roundtable discussion on personal data protection education, MarkPlus introduced a framework identifying three key stages in the education process:

• Preventive (raising awareness before risks materialize)
• Curative (handling incidents after a data breach occurs)
• Appreciative (rewarding institutions that comply with protection standards)

This framework serves as a foundation for discussions aimed at fostering collaboration between government bodies, private sectors, and the public to enhance personal data protection measures.

The Preventive Stage: Creating Realistic Fear

At the preventive stage, the primary goal is to make the public—especially target audiences—aware of real threats that arise from negligence in protecting personal data. Fear-based communication is effective when it reminds individuals that the consequences of their actions are immediate and tangible.

Provide a Clear Picture of Real Risks

This approach works best by emphasizing risks that are immediate and realistic. For example, while people know that sharing personal information on social media can lead to identity theft or burglary, they often do not perceive these threats as imminent.

• Case Example: An influencer shares vacation photos, along with their home location and vehicle license plate on social media, unknowingly providing an opportunity for criminals to break into their home while they are away.
• Communication Message: “One post could lead to a major loss.”

Instill Fear of Immediate Risks

When risks seem too distant—like the possibility of developing cancer from smoking decades later—people tend to ignore them. Conversely, when threats feel closer and more immediate, individuals are more likely to take action.

• Example of an Immediate Threat: “With just one photo, your identity could be stolen within hours.”

Balancing Fear with Clear Solutions

While fear-based communication emphasizes potential dangers, it is crucial that the government, as a regulator, does not merely frighten the public. Instead, clear, actionable solutions must be provided alongside the warnings. When highlighting threats, it is essential to pair them with practical steps for prevention. In the context of personal data protection, some recommended solutions includes adjusting privacy settings on social media platforms, using strong and unique passwords, and being more cautious when sharing personal information online

Fear-based communication can be a powerful tool for the government to raise awareness about the importance of personal data protection. By presenting real and immediate risks, coupled with practical solutions, we can address the knowing-doing gap and encourage people to take preventive action in safeguarding their personal data. Beyond data protection, this approach is also applicable to various other regulatory contexts, such as digital finance security, investment protection, consumer rights, and online lending restrictions.