Cyber Hygiene Intentions: Assessing the Effects of Fear Appeal Styles Through Protection Motivation Theory and Individual Differences

This study examines changes in cyber hygiene using protection motivation theory. It considers how individual traits—self-control, technical skill, and thoughtfully reflective decision-making (TRDM)—shape intentions to improve cybersecurity. We randomly assigned Participants to one of four identity-theft messages: statistical, authoritative, narrative, or combined. Cyber hygiene was measured before and after exposure. Message style had no differential effect, but all messages raised intentions. Coping appraisals and fear significantly predicted cyber hygiene intentions, though vulnerability did not. A mixed effects model indicated 61% of the variance was attributed to person-level factors (the R ² from fixed and random effects), highlighting the need for tailored interventions to enhance cybersecurity behaviors. Findings support PMT-based interventions and suggest tailoring message style to individual traits may improve effectiveness.