Personalization vs. Privacy Invasion © 2001 Ann Schlosser, University of Washington Business School.

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Presentation transcript:

Personalization vs. Privacy Invasion © 2001 Ann Schlosser, University of Washington Business School

Agenda Consumer preferences Current state of Web sites’ privacy practices Empowering consumers: P3P

Tradeoffs

Information Willing to Share

Exchange Personal Information For Certain Benefits Source: Harris Interactive

Influences on Sharing Information With a Health Web Site

Trust vs. Concern

How do you establish an image of trust? Fundamental “forms” to communicate trustworthiness –Brand –Navigation –Fulfillment –Presentation –Up-to-date technology –Logos of security –Address security and privacy concerns Clearly-stated policies Limited information requests Guarentees Communication channels Source: Cheskin Research and Studio Archetype/Sapient

Prevalence of Privacy Policies

Implementing FTC Fair Information Practices

Consumer Accessibility to Personal Information

Platform for Privacy Preferences (P3P) Firm SideUser Side

Preference settings

Transparency P3P clients can check a privacy policy each time it changes P3P clients can check privacy policies on all objects in a web page, including ads and invisible images

Trust Meter

Double clicking on the P3P icon indicates where the site’s policy differs from the user’s preferences

Searching for a P3P policy No P3P policy found P3P policy is NOT acceptable P3P policy is acceptable IDcide P3P Icons

Sites can list the types of data they collect And view the corresponding P3P policy

Recommended Sites –Acceptable privacy protection for EU