Personalization vs. Privacy Invasion © 2001 Ann Schlosser, University of Washington Business...
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Transcript of Personalization vs. Privacy Invasion © 2001 Ann Schlosser, University of Washington Business...
Agenda
• Consumer preferences
• Current state of Web sites’ privacy practices
• Empowering consumers: P3P
Exchange Personal Information For Certain Benefits
0%
10%
20%
30%
40%
50%
60%
ImprovedCustomer
Serivc
Productdiscounts
Moreproduct
info.
Easierbuying
Advanceinfo. Onproducts
Source: Harris Interactive
How do you establish an image of trust?
• Fundamental “forms” to communicate trustworthiness– Brand– Navigation– Fulfillment– Presentation– Up-to-date technology– Logos of security– Address security and privacy concerns
• Clearly-stated policies• Limited information requests• Guarentees• Communication channels
Source: Cheskin Research and Studio Archetype/Sapient
Transparency
• P3P clients can check a privacy policy each time it changes
• P3P clients can check privacy policies on all objects in a web page, including ads and invisible images
http://adforce.imgis.com/?adlink|2|68523|1|146|ADFORCE
http://www.att.com/accessatt/
Double clicking on the P3P icon indicates wherethe site’s policy differs from the user’s preferences
Searching for a P3P policy
No P3P policy found
P3P policy isNOT acceptable
P3P policy isacceptable
IDcide P3P Icons
Recommended Sites
• http://www.bbbonline.com
• http://www.etrust.com/
• http://www.ftc.gov/privacy/
• http://www.export.gov/safeharbor/– Acceptable privacy protection for EU
• http://www.w3.org