Abstract
Data brokers and advertisers increasingly collect data in one context and use it in another. When users encounter a misuse of their data, do they subsequently disclose less information? We report on human-subjects experiments with 25 in-person and 280 online participants. First, participants provided personal information amidst distractor questions. A week later, while participants completed another survey, they received either a robotext or online banner ad seemingly unrelated to the study. Half of the participants received an ad containing their name, partner's name, preferred cuisine, and location; others received a generic ad. We measured how many of 43 potentially invasive questions participants subsequently chose to answer. Participants reacted negatively to the personalized ad, yet answered nearly all invasive questions accurately. We unpack our results relative to the privacy paradox, contextual integrity, and power dynamics in crowdworker platforms.
Original language | English (US) |
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Title of host publication | CHI 2020 - Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems |
Publisher | Association for Computing Machinery |
ISBN (Electronic) | 9781450367080 |
DOIs | |
State | Published - Apr 21 2020 |
Event | 2020 ACM CHI Conference on Human Factors in Computing Systems, CHI 2020 - Honolulu, United States Duration: Apr 25 2020 → Apr 30 2020 |
Publication series
Name | Conference on Human Factors in Computing Systems - Proceedings |
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Conference
Conference | 2020 ACM CHI Conference on Human Factors in Computing Systems, CHI 2020 |
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Country/Territory | United States |
City | Honolulu |
Period | 4/25/20 → 4/30/20 |
Funding
We thank Juliette Hainline, Emmi Russo, Chris Eidsmoe, Soy-oung Eom, Wendy Li, Alex Mueller, Elizabeth Woolridge Grant, Maitreyi Nabar, and Michael Vetter. This material is based upon work supported by the National Science Foundation in collaboration with Amazon under Grant No. 1939728.
Keywords
- creepy
- hyper-personalization
- targeted advertising
- user study
ASJC Scopus subject areas
- Software
- Human-Computer Interaction
- Computer Graphics and Computer-Aided Design