Social Influence and Visual Attention in the Personalization Privacy Paradox for Social Advertising: An Eye Tracking Study

Thomas W. Frick, Ting Li, Paul Pavlou

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review


The personalization privacy paradox suggests that the personalization of advertising increases ad relevance but simultaneously triggers privacy concerns as firms make use of consumers' information. We combine a lab experiment with eye tracking and survey methodology to investigate the role of informational social influence and visual attention in the personalization privacy paradox for social advertising. While previous research pointed towards social influence increasing consumers’ trust in advertisers, we find that social influence does not help to reduce consumer privacy concerns originating in personalization. Next, our findings contradict the presence of a negativity bias directing consumers' attention to negatively perceived stimuli. We show that privacy concerns decrease consumers' attention towards personalized ads, subsequently leading to a decrease in ad clicks. This finding supports a positive role of visual attention for advertising performance. We show that privacy concerns, triggered by personalization, negatively influence ad performance through a decrease in attention towards ads. Our analysis indicates that consumers need to process ad information sufficiently, i.e. dedicate a sufficient amount of attention to the ad, to actually experience privacy concerns.
TitelProceedings of the 13th Pre-ICIS Workshop on Information Security and Privacy. WISP 2018
Antal sider3
UdgivelsesstedAtlanta, GA
ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
StatusUdgivet - 2018
Begivenhed13th Pre-ICIS Workshop on Information Security And Privacy. WISP 2018 - San Francisco Marriott Marquis, San Francisco, USA
Varighed: 13 dec. 201813 dec. 2018
Konferencens nummer: 13


Workshop13th Pre-ICIS Workshop on Information Security And Privacy. WISP 2018
LokationSan Francisco Marriott Marquis
BySan Francisco


  • Attention
  • Consumer privacy concerns
  • Eye tracking
  • Negativity bias
  • Personalization privacy paradox
  • Social advertising
  • Social influence