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Online businesses are increasingly relying on targeted advertisements as a revenue stream, which might lead to privacy concerns and hinder product adoption. Therefore, it is crucial for online companies to understand which types of targeted advertisements consumers will accept. In recent years, users have been increasingly targeted by political advertisements, which has caused adverse reactions in media and society. Nonetheless, few studies experimentally investigate user privacy concerns and their role in acceptance decisions in response to targeted political advertisements. To fill this gap, we explore the magnitude of privacy concerns towards targeted political ads compared to “traditional” targeting in the product context. Surprisingly, we find no notable differences in privacy concerns between these data use purposes. In the next step, user preferences over ad types are elicited with the help of a discrete choice experiment in the mobile app adoption context. Our findings suggest that while targeted political advertising is somewhat less desirable than targeted product advertising, the odds of choosing an app are statistically insignificant between two data use purposes. Together, these results contribute to a better understanding of users’ privacy concerns and preferences in the context of targeted political advertising online.
The rapid emergence of online targeted political advertising has raised concerns over data privacy and what the government's response should be. This paper tested and confirmed the hypothesis that public attitudes toward stricter regulation of online targeted political advertising are partially motivated by partisan self-interest. We conducted an experiment using an online survey of 1549 Americans who identify as either Democrats or Republicans. Our findings show that Democrats and Republicans believe that online targeted political advertising benefits the opposing party. This belief is based on their conviction that their political opponents are more likely to be mobilized by online targeted political advertising than are supporters of their own party. We exogenously manipulated partisan self-interest considerations of a random subset of participants by truthfully informing them that, in the past, online targeted political advertising has benefited Republicans. Our findings show that Republicans informed about this had less favorable attitudes toward regulation than did their uninformed co-partisans. This suggests that Republicans' attitudes regarding stricter regulation are based not solely on concerns about privacy violations, but also, in part, are caused by beliefs about partisan advantage. The results imply that people are willing to accept violations of their privacy if their preferred party benefits from the use of online targeted political advertising.
Living in a world of plenty?
(2020)
Inequality in the distribution of economic wealth within populations has been rising steadily over the past century, having reached unprecedented highs in many Western societies. However, this development is not reflected in people’s perceptions of wealth inequality, as the public tends to underestimate it. Research suggests that inequality estimates are derived from personal reference groups, which, as we propose, are expanded by social network site (SNS) use. As content on SNSs frequently revolves around events of consumption, signaling enhanced overall population wealth, this study tests the hypothesis that SNS use distorts inequality perceptions downward, i.e., increases the perception of societal equality. Responses of 534 survey participants in the United States confirm that SNS use negatively predicts perceived inequality. The relationship is stronger the more SNS users perceive the content they encounter online as real, supporting the assumption that observing other people’s behavior online lowers estimates of nationwide wealth inequality. These findings provide novel insights on inequality misperceptions by suggesting individuals’ SNS use as a new predictor of perceived wealth inequality.
To date, sex and gender differences play only a minor role in medical research and practice, thereby putting individuals’ health at risk. Gender-specific medicine, or the practice of taking these differences into account when conducting research and treating patients so far is being discussed primarily by experts. With people increasingly using social media such as Twitter for sharing and searching for health-related information online, Twitter can potentially educate about gender-specific medicine. However, little is known about the information circulation and the structure of interactions on the Twitter network discussing this topic. Results of a network analysis show that the network exhibits a community-structure, with information exchange being limited and concentrated in silos. This indicates that there is untapped potential for acquiring new information by users through interacting with individuals outside their community. Public health officials may benefit from this insight and tailor online campaigns to enhance awareness on gender-specific medicine.