Personalization vs. privacy

Abstract

This article explores the issue of online privacy and personalization in light of the new possibilities the Internet and other available technologies provide. Search engines and social networks are increasingly customizing our search results, advertisements and contact networks, making each user’s experience unique. Since Snowden’s revelations people have taken a deeper interest in what kind of data third parties are gathering from us, and for what reasons. Despite their concerns, people still seem willing to trade their privacy and data for convenience. In an online world that becomes more personalized every day, where all our activity can be tracked, stored, analyzed and used by providers and governments, where do we draw the line between personalization and surveillance and people’s rights?

Adaptive support for self‐regulated learning in digital learning environments

“…(2024) suggested the use of multimodal learning analytics and sensing technologies for a more fine‐grained and objective understanding of complex processes. While this may be a promising solution, we urge the field to also consider privacy and ethical issues and work towards methods that address the potential tension between personalisation and privacy (Garcia‐Rivadulla, 2016). Adaptive support for SRL strategies, tactics, metacognition, effort and students' paths and styles …”

Identifying trends in information security and privacy concern research

“…Similarly, Fox (2020) investigated the impact of privacy concern on the acceptance of health technologies and discovered that, while individuals express a strong desire to maintain their privacy, they prefer the benefits associated with foregoing it. Another widely discussed issue that examines the privacy paradox in a narrower perspective is the users’ willingness to partake in the online personalization of the different services that they use at the expense of preserving their privacy, or as termed, the ‘personalization–privacy tradeoff’ (Garcia-Rivadulla, 2016; Weinberger and Bouhnik, 2018).…”

Automated web content personalization in the automotive sector: The SEAT case

“…On the one side, the relationship between the users' privacy concerns and their willingness to benefit from web personalization has been widely studied in the literature as it is considered a paradox (Aguirre et al, 2015;Awad and Krishnan, 2006;Garcia-Rivadulla, 2016;Mothersbaugh et al, 2012;Pappas, 2018;. Whilst, an important proportion of online users are concerned about how companies are using their personal data (Kalaignanam et al, 2018;Mulvenna et al, 2000;, they seem to be willing to share their data for convenience when the perceived benefits from personalization overweight the drawbacks of information disclosure (Chellappa and Shivendu, 2010;Garcia-Rivadulla, 2016;Mothersbaugh et al, 2012).…”

“…On the one side, the relationship between the users' privacy concerns and their willingness to benefit from web personalization has been widely studied in the literature as it is considered a paradox (Aguirre et al, 2015;Awad and Krishnan, 2006;Garcia-Rivadulla, 2016;Mothersbaugh et al, 2012;Pappas, 2018;. Whilst, an important proportion of online users are concerned about how companies are using their personal data (Kalaignanam et al, 2018;Mulvenna et al, 2000;, they seem to be willing to share their data for convenience when the perceived benefits from personalization overweight the drawbacks of information disclosure (Chellappa and Shivendu, 2010;Garcia-Rivadulla, 2016;Mothersbaugh et al, 2012). However, this willingness seems not to be unlimited (Chellappa and Shivendu, 2010) and has been found to be affected by different factors such as the trust in the website owner organization (Li and Unger, 2012;, the sensitiveness of the information (Mac Aonghusa and Leith, 2018;Mothersbaugh et al, 2012), the awareness and feeling of control over the information (Kobsa, 2007) or the personalization strategy (Sundar and Marathe, 2010).…”