User Acceptance of Online Tracking if 'Forgetting' was an Option
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Users are constantly bombarded with targeted ads based on their online behavior. Researchers have found that users often feel uncomfortable when they see targeted ads based on sensitive topics. The hypothesis behind this study is that perhaps the problem isn't the tracking, per se, but the retention of so much information about users in an opaque fashion. Hence this thesis aims to understand if giving users fine-grained control over retention of online tracking data (related to specific targeted ads) would change the acceptability of online tracking. We decided to test this hypothesis by conducting two user studies on views of online tracking and data retention and whether a hypothetical "forget" option that deleted all data related to the displayed ad would change those views. Our results indicate that such control does make online tracking more acceptable to users.
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Copyright © 2020 the author(s). Theses may be used for non-commercial research, educational, or related academic purposes only. Such uses include personal study, research, scholarship, and teaching. Theses may only be shared by linking to Carleton University Institutional Repository and no part may be used without proper attribution to the author. No part may be used for commercial purposes directly or indirectly via a for-profit platform; no adaptation or derivative works are permitted without consent from the copyright owner.
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- 2020
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shah-useracceptanceofonlinetrackingifforgetting_r.pdf | 2023-05-05 | Public | Download |