Acceptance of Advertising and Collection of Personal Information

The current study investigated the relationship between acceptance of advertising and of services that collect personal information. Survey respondents were presented with a questionnaire asking about their agreement with various forms of advertising, and were also presented with scenarios describing mobile and TV-based services. The results showed that adding collection of personal information to the services had less of an impact on the ratings of respondents who were more accepting of advertisements inserted into applications (software, games and MP3s) or presented on mobile devices. These results suggest that acceptance of advertising could be an indicator of privacy sensitivity, and could be used to personalize privacy management in part based on individual differences in sensitivity.