NDLI: Power strips, prophylactics, and privacy, oh my!

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Power strips, prophylactics, and privacy, oh my!

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Power strips, prophylactics, and privacy, oh my!

Content Provider	ACM Digital Library
Author	Gideon, Julia Egelman, Serge Acquisti, Alessandro Cranor, Lorrie
Abstract	While Internet users claim to be concerned about online privacy, their behavior rarely reflects those concerns. In this paper we investigate whether the availability of comparison information about the privacy practices of online merchants affects users' behavior. We conducted our study using Privacy Finder, a "privacy-enhanced search engine" that displays search results annotated with the privacy policy information of each site. The privacy information is garnered from computer-readable privacy policies found at the respective sites. We asked users to purchase one non-privacy-sensitive item and then one privacy-sensitive item using Privacy Finder, and observed whether the privacy information provided by our search engine impacted users' purchasing decisions (participants' costs were reimbursed, in order to separate the effect of privacy policies from that of price). A control group was asked to make the same purchases using a search engine that produced the same results as Privacy Finder, but did not display privacy information. We found that while Privacy Finder had some influence on non-privacy-sensitive purchase decisions, it had a more significant impact on privacy-sensitive purchases. The results suggest that when privacy policy comparison information is readily available, individuals may be willing to seek out more privacy friendly web sites and perhaps even pay a premium for privacy depending on the nature of the items to be purchased.
Starting Page	133
Ending Page	144
Page Count	12
File Format	PDF
ISBN	1595934480
DOI	10.1145/1143120.1143137
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2006-07-12
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Search engines E-commerce P3p Privacy policies User studies
Content Type	Text
Resource Type	Article

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