Privacy Concerns Are Relative and Malleable: Implications For Online Behavioral Advertising

Idris Adjerid, Carnegie Mellon University, USA
Eyal Peer, Carnegie Mellon University, USA
Alessandro Acquisti, Carnegie Mellon University, USA
George Loewenstein, Carnegie Mellon University, USA
Online social networks implicitly assume that people rely on pre-defined privacy preferences to control their online privacy. In four experiments, we show how people's privacy preferences, as well as subsequent self-disclosure, can be increased or decreased by manipulating their subjective relative value, while holding the objective value constant.
[ to cite ]:
Idris Adjerid, Eyal Peer, Alessandro Acquisti, and George Loewenstein (2013) ,"Privacy Concerns Are Relative and Malleable: Implications For Online Behavioral Advertising", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.