personalisation vs privacy - nathalie nahai

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PERSONALISATIOn

PRIVACY


http://www.independent.co.uk/life-style/gadgets-and-tech/news/facebook-using-people-s-phones-to-listen-in-on-what-they-re-saying-claims-professor-a7057526.html


Let’s start with a quick quiz

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THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAI

HANDS UP IF…

• You’ve ever turned your location settings off?



HANDS UP IF…


• You’ve used an ad blocker / tracker blocker?



HANDS UP IF…


• You’ve used an ad blocker / tracker blocker?

• You’ve ever covered the camera on your phone / laptop?


CHANGINGTHE WORLD IS


Businesses have become smarter



PSYCHOGRAPHIC

PROFILING


Mining social media interactions to profile & segment users by personality,

values, attitudes, interests, lifestyles“ ”



TIPPING POINT

Kosinski, M., Stillwell, D., & Graepel, T. (2013). Private traits and attributes are predictable from digital records of human behavior. Proceedings of the National Academy of Sciences, 110(15), 5802-5805.



TIPPING POINT


• Cambridge psychologists (2013)



TIPPING POINT



• 58,000 Facebook users



TIPPING POINT



• 58,000 Facebook users

• Digital footprint can be used to infer deepest character traits



TRAITS

• Sexual orientation

• Gender

• Race

• Age

• Religious views

• Political affiliation

• Level of intelligence

• Alcohol & cigarette use

• Drug use

• Divorced / separated parents




PERSONALITY

• Openness

• Extraversion

• Conscientiousness

• Agreeableness

• Emotional stability




PERSONALITY

Computer-based personality judgments more accurate than those made by humans

Youyou, W., Kosinski, M., & Stillwell, D. (2015). Computer-based personality judgments are more accurate than those made by humans. Proceedings of the National Academy of Sciences, 112(4), 1036-1040.


So how is it being used?



BEHAVIOURAL

TARGETING


Techniques used by advertisers & publishers to customise the ads /

content users receive based on their browsing behaviour“ ”


From the simple and transparent…


…To the intimate and annoying


THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIhttps://estimote.com/


THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIhttps://foursquare.com/


THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIhttp://www.telegraph.co.uk/technology/2017/09/22/uber-denied-london-licence-huge-setback-app/


Consumer expectations are evolving


CONSUMER EXPECTATIONS

PersonalisationConvenience


CONSUMER EXPECTATIONS

PersonalisationConvenience

PrivacyData control


HOWEVER



When it comes to user behaviourson social platforms…



PRIVACY PARADOX

Acquisti, A., & Gross, R. (2006, June). Imagined communities: Awareness, information sharing, and privacy on the Facebook. In International workshop on privacy enhancing technologies (pp. 36-58). Springer, Berlin, Heidelberg.


People’s privacy concernsrarely appear to translate into

protective behaviours

Acquisti, A., & Gross, R. (2006, June). Imagined communities: Awareness, information sharing, and privacy on the Facebook. In International workshop on privacy enhancing technologies (pp. 36-58). Springer, Berlin, Heidelberg.



People still engage in uncensored, public self-disclosure & allow access to external apps



Although personalised ads canincrease purchase intention…



…there can be a hidden cost



PSYCHOLOGICAL

REACTANCE

J. W. Brehm (1966) A theory of psychological reactance. New York: Academic Press.


The motivation to regain a freedom after it has been lost or threatened leads people to resist

the social influence of others“ ”S. S. Brehm and J. W. Brehm (2013) Psychological reactance: A theory of freedom and control. New York: Academic Press.



REACTANCE

When we receive an ill-judged ad from a brand:



REACTANCE


• We don’t know



REACTANCE


• We don’t know

• We don’t trust



REACTANCE


• We don’t know

• We don’t trust

• We’ve never bought from



This can lead to…



CREEPINESS

FACTOR

L. Barnard (2014) The cost of creepiness: How online behavioral advertising affects consumer purchase intention. Dissertation, University of North Carolina at Chapel Hill.


The feeling that your every move, both public & private, is being watched, tracked, followed,

analysed & capitalised on“ ”L. Barnard (2014) The cost of creepiness: How online behavioral advertising affects consumer purchase intention. Dissertation, University of North Carolina at Chapel Hill.


Businesses are facing new challenges


NEW CHALLENGES

1 Consumer trust in brands is low

Adweek (2016) How Big a Problem Is It for Google and Facebook That Consumers Don’t Trust Them? http://www.adweek.com/news/advertising-branding/how-big-problem-it-google-and-facebook-consumers-don-t-trust-them-169108 MEF and AVG (2016) Global Consumer Trust Report 2016. http://www.mobileecosystemforum.com/wp-content/uploads/2016/01/CTR16_Executive_Summary.pdf


NEW CHALLENGES


2 Ad & tracker blocking is up

Adweek (2016) How Big a Problem Is It for Google and Facebook That Consumers Don’t Trust Them? http://www.adweek.com/news/advertising-branding/how-big-problem-it-google-and-facebook-consumers-don-t-trust-them-169108 MEF and AVG (2016) Global Consumer Trust Report 2016. http://www.mobileecosystemforum.com/wp-content/uploads/2016/01/CTR16_Executive_Summary.pdf PageFair (2016) Adblocking goes Mobile, PageFair 2016 Mobile Adblocking Report. https://pagefair.com/downloads/2016/05/Adblocking-Goes-Mobile.pdf


NEW CHALLENGES


2 Ad & tracker blocking is up

3 VPN use is up

Adweek (2016) How Big a Problem Is It for Google and Facebook That Consumers Don’t Trust Them? http://www.adweek.com/news/advertising-branding/how-big-problem-it-google-and-facebook-consumers-don-t-trust-them-169108 MEF and AVG (2016) Global Consumer Trust Report 2016. http://www.mobileecosystemforum.com/wp-content/uploads/2016/01/CTR16_Executive_Summary.pdf PageFair (2016) Adblocking goes Mobile, PageFair 2016 Mobile Adblocking Report. https://pagefair.com/downloads/2016/05/Adblocking-Goes-Mobile.pdfGlobalWebIndex (2016) 4 Things to Know About VPN Users. http://www.globalwebindex.net/blog/4-things-to-know-about-vpn-users


What’s going on?


2013Psychographic data collection

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2015Geolocation goes mainstream

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2016Public concern grows

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http://www.independent.co.uk/life-style/gadgets-and-tech/news/facebook-reactions-belgian-police-warn-citizens-not-to-react-to-posts-on-social-media-a7027786.html


http://www.independent.co.uk/life-style/gadgets-and-tech/news/facebook-using-people-s-phones-to-listen-in-on-what-they-re-saying-claims-professor-a7057526.html

THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://www.theguardian.com/technology/2016/jun/22/mark-zuckerberg-tape-webcam-microphone-facebook


2017Smart TVs, Spyware & Subterfuge

THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.http://www.newsweek.com/privacy-fears-over-samsungs-orwellian-smart-tv-305532

THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://www.forbes.com/sites/thomasbrewster/2017/03/07/cia-wikileaks-samsung-smart-tv-hack-security/#d98f5d34bcd5

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https://www.theguardian.com/politics/2017/mar/04/nigel-oakes-cambridge-analytica-what-role-brexit-trump

https://www.theguardian.com/politics/2017/mar/04/nigel-oakes-cambridge-analytica-what-role-brexit-trump

THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://www.theguardian.com/politics/2017/mar/04/nigel-oakes-cambridge-analytica-what-role-brexit-trump

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So where does that leave us?



Companies are starting to respond to and negotiate with their users



The tech industry is being challenged to engage more ethically

THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://hbr.org/2017/03/is-your-company-using-employee-data-ethically

THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://www.wired.com/story/ai-research-is-in-desperate-need-of-an-ethical-watchdog/


http://www.prnewswire.com/news-releases/bloomberg-brighthive-and-data-for-democracy-launch-initiative-to-develop-data-science-code-of-ethics-300524958.html

THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://www.nature.com/news/ethics-of-internet-research-trigger-scrutiny-1.22746

THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://www.apple.com/lae/iphone-8/

THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://techcrunch.com/2017/09/13/iphone-xs-face-id-raises-security-and-privacy-questions/

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EU law is starting to catch up


GDPRGeneral Data Protection Regulation


Companies will no longer be able to use long illegible terms and

conditions full of legalese…“ ”http://www.eugdpr.org/key-changes.html


Request for consent must be given in an intelligible & easily accessible form, with the purpose for data processing

attached to that consent“ ”http://www.eugdpr.org/key-changes.html


When it comes to personalisation & practices that encroach upon people’s privacy…


THE QUESTION


THE QUESTION

CouldIs it possible?


THE QUESTION

CouldIs it possible?

ShouldIs it ethical?


Want to learn more?


WEBS OF INFLUENCEThe 2nd Edition

Out now:webpsy.ch/WOI-2


THANK YOU!

@NathalieNahaiNathalieNahai.com

personalisation vs privacy - nathalie nahai

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