User Acceptance of Online Tracking if 'Forgetting' was an Option

It appears your Web browser is not configured to display PDF files. Download adobe Acrobat or click here to download the PDF file.

Click here to download the PDF file.

Creator: 

Shah, Vidhi Kirit

Date: 

2020

Abstract: 

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.

Subject: 

Computer Science

Language: 

English

Publisher: 

Carleton University

Thesis Degree Name: 

Master of Computer Science: 
M.C.S.

Thesis Degree Level: 

Master's

Thesis Degree Discipline: 

Computer Science

Parent Collection: 

Theses and Dissertations

Items in CURVE are protected by copyright, with all rights reserved, unless otherwise indicated. They are made available with permission from the author(s).