Perceived Frequency of Advertising Practices
Venue
Symposium on Usable Privacy and Security (SOUPS), Privacy Personas and Segmentation Workshop, Usenix (2015)
Publication Year
2015
Authors
Sai Teja Peddinti, Allen Collins, Aaron Sedley, Nina Taft, Anna Turner, Allison Woodruff
BibTeX
Abstract
In this paper, we introduce a new construct for measur- ing individuals’
privacy-related beliefs and understandings, namely their perception of the
frequency with which information about individuals is gathered and used by others
for advertising purposes. We introduce a preliminary instrument for measuring this
perception, called the Ad Practice Frequency Perception Scale. We report data from
a survey using this instrument, as well as the results of an initial clustering of
participants based on this data. Our results, while preliminary, suggest that this
construct may have future potential to characterize and segment individuals, and is
worthy of further exploration.
