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THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.
PERSONALISATIOn
PRIVACY
THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.
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
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Let’s start with a quick quiz
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HANDS UP IF…
• You’ve ever turned your location settings off?
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HANDS UP IF…
• You’ve ever turned your location settings off?
• You’ve used an ad blocker / tracker blocker?
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HANDS UP IF…
• You’ve ever turned your location settings off?
• You’ve used an ad blocker / tracker blocker?
• You’ve ever covered the camera on your phone / laptop?
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CHANGINGTHE WORLD IS
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Businesses have become smarter
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THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAI
PSYCHOGRAPHIC
PROFILING
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Mining social media interactions to profile & segment users by personality,
values, attitudes, interests, lifestyles“ ”
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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.
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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.
• Cambridge psychologists (2013)
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THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAI
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.
• Cambridge psychologists (2013)
• 58,000 Facebook users
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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.
• Cambridge psychologists (2013)
• 58,000 Facebook users
• Digital footprint can be used to infer deepest character traits
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TRAITS
• Sexual orientation
• Gender
• Race
• Age
• Religious views
• Political affiliation
• Level of intelligence
• Alcohol & cigarette use
• Drug use
• Divorced / separated parents
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.
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PERSONALITY
• Openness
• Extraversion
• Conscientiousness
• Agreeableness
• Emotional stability
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.
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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 National Academy of Sciences, 112(4), 1036-1040.
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So how is it being used?
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BEHAVIOURAL
TARGETING
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Techniques used by advertisers & publishers to customise the ads /
content users receive based on their browsing behaviour“ ”
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From the simple and transparent…
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All material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.
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THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll material © THE WEB PSYCHOLOGIST LTD. 2017. No unauthorised reproduction or distribution.
…To the intimate and annoying
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THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIhttps://estimote.com/
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THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIhttps://foursquare.com/
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THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIhttps://foursquare.com/
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THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIhttp://www.telegraph.co.uk/technology/2017/09/22/uber-denied-london-licence-huge-setback-app/
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Consumer expectations are evolving
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CONSUMER EXPECTATIONS
PersonalisationConvenience
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CONSUMER EXPECTATIONS
PersonalisationConvenience
PrivacyData control
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HOWEVER
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When it comes to user behaviourson social platforms…
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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.
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People’s privacy concernsrarely 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.
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People still engage in uncensored, public self-disclosure & allow access to external apps
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Although personalised ads canincrease purchase intention…
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…there can be a hidden cost
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PSYCHOLOGICAL
REACTANCE
J. W. Brehm (1966) A theory of psychological reactance. New York: Academic Press.
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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.
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REACTANCE
When we receive an ill-judged ad from a brand:
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REACTANCE
When we receive an ill-judged ad from a brand:
• We don’t know
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REACTANCE
When we receive an ill-judged ad from a brand:
• We don’t know
• We don’t trust
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REACTANCE
When we receive an ill-judged ad from a brand:
• We don’t know
• We don’t trust
• We’ve never bought from
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This can lead to…
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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.
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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.
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Businesses are facing new challenges
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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
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NEW CHALLENGES
1 Consumer trust in brands is low
2 Ad & tracker blocking is up
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 PageFair (2016) Adblocking goes Mobile, PageFair 2016 Mobile Adblocking Report. https://pagefair.com/downloads/2016/05/Adblocking-Goes-Mobile.pdf
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NEW CHALLENGES
1 Consumer trust in brands is low
2 Ad & tracker blocking is up
3 VPN use is up
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 PageFair (2016) Adblocking goes Mobile, PageFair 2016 Mobile Adblocking Report. https://pagefair.com/downloads/2016/05/Adblocking-Goes-Mobile.pdfGlobalWebIndex (2016) 4 Things to Know About VPN Users. http://www.globalwebindex.net/blog/4-things-to-know-about-vpn-users
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What’s going on?
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2013Psychographic data collection
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2015Geolocation goes mainstream
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2016Public concern grows
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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
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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
THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll 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
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2017Smart TVs, Spyware & Subterfuge
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THE WEB PSYCHOLOGIST LTD.@NATHALIENAHAIAll 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
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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
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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
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So where does that leave us?
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Companies are starting to respond to and negotiate with their users
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The tech industry is being challenged to engage more ethically
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http://www.prnewswire.com/news-releases/bloomberg-brighthive-and-data-for-democracy-launch-initiative-to-develop-data-science-code-of-ethics-300524958.html
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EU law is starting to catch up
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GDPRGeneral Data Protection Regulation
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Companies will no longer be able to use long illegible terms and
conditions full of legalese…“ ”http://www.eugdpr.org/key-changes.html
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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
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When it comes to personalisation & practices that encroach upon people’s privacy…
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THE QUESTION
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THE QUESTION
CouldIs it possible?
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THE QUESTION
CouldIs it possible?
ShouldIs it ethical?
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Want to learn more?
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WEBS OF INFLUENCEThe 2nd Edition
Out now:webpsy.ch/WOI-2