Personalisation vs Privacy - Nathalie Nahai

THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAI
All material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.
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

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?

CHANGING
THE 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

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

https://estimote.com/

https://foursquare.com/

http://www.telegraph.co.uk/technology/2017/09/22/uber-denied-london-licence-huge-setback-app/

Consumer expectations are evolving

CONSUMER EXPECTATIONS
Personalisation
Convenience

CONSUMER EXPECTATIONS
Personalisation
Convenience
Privacy
Data control

HOWEVER

When it comes to user behaviours
on 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 concerns
rarely 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 can
increase 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
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
PageFair (2016) Adblocking goes Mobile, PageFair 2016 Mobile Adblocking Report. https://pagefair.com/downloads/2016/05/Adblocking-Goes-
Mobile.pdf
GlobalWebIndex (2016) 4 Things to Know About VPN Users. http://www.globalwebindex.net/blog/4-things-to-know-about-vpn-users

What’s going on?

2013
Psychographic data collection

All material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.http://www.bbc.co.uk/news/technology-21699305

2015
Geolocation goes mainstream

All material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://blogs.wsj.com/cmo/2015/04/14/foursquare-launches-new-location-based-ad-offering/

All material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://enterprise.foursquare.com/pinpoint

All material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://enterprise.foursquare.com/solutions/media

All material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://enterprise.foursquare.com/how-it-works

2016
Public concern grows

All material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://www.wired.com/2016/01/foursquares-plan-to-use-your-data-to-make-money-even-if-you-arent-a-user/

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

All 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

2017
Smart TVs, Spyware & Subterfuge

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

All 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

All material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://www.spyzie.com/spy/facebook-messenger-spy-app.html

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

All 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

All material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.http://www.bbc.co.uk/news/blogs-trending-40792078

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

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

All 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

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

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

All 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/

All material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.https://twitter.com/MelTajon/status/904058526061830144

EU law is starting to catch up

GDPR
General 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
Could
Is it possible?

THE QUESTION
Could
Is it possible?
Should
Is it ethical?

Want to learn more?

WEBS OF INFLUENCE
The 2nd Edition
Out now:
webpsy.ch/WOI-2

THANK YOU!
@NathalieNahai
NathalieNahai.com

Personalisation vs Privacy - Nathalie Nahai

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