Targeted advertising and consumer privacy: practices and underlying reasons that evoke privacy violation feelings in young adults.
Presented by
Anastasia Grammatikopoulou
Table of contents
› Introduction……….. 3
› Consumer online privacy + privacy violation……….. 5
› Methodology……….... 6
› Findings: 3 Themes of When………... 7
› Theoretical Framework……….... 8
Introduction
› Privacy behavior proved to be a contextual phenomenon → in different
situations, set-ups, environment, and with different conditions people's privacy behavior and attitudes can be different.
› Consumers do feel privacy violation online and through targeted advertising. But
when exactly?
→ closer to their real experiences with targeted advertisements. In our daily lives, we always look for causality of things.
Consumer online privacy + privacy violation
› Consumer privacy decisions are influenced by external factors.
Privacy violation:
Hard to opt out of sharing personal information; Algorithms;
Methodology
› Semi-structured interviews via Skype (due to Covid-19)
› Interview topics: Online privacy (issues), targeted advertising, privacy violation
› Participants: Consumers aged 19-25 (highly likely to be exposed to targeted
Findings: 3 Themes of When
Theme 1: Data Collection
Private conversations (private messaging and microphone)
Theme 2: Ad Display
Obvious retargeting (too soon, too late, across multiple channels);
High personalization (combination of personal information, use of sensitive personal information)
Theme 3: Consumer Marketing Knowledge
Conclusions
› Theoretical framework provides a clearer picture of when and why consumers feel
violated by targeted advertising. It can be used for validation in further research and managerial decisions.
› Previous research has identified that privacy attitudes differ between consumer
groups. Findings of this research can be used for larger-scale studies and to compare with other consumer groups.
› Educating consumers on data collection and usage is important to build their trust
