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Privacy controls as an information source to reduce data poisoning in artificial intelligence-powered personalization

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  • Cloarec, Julien

Abstract

The latest advances in data-driven marketing, such as real-time personalization, have increasingly made consumers more vulnerable. In response, some consumers deliberately falsify information in order to redress the balance of power, a practice that constitutes a serious threat to the digital economy. The topic of falsification is still largely under-researched in information systems and marketing. Based on protection motivation theory, the author conceptualizes privacy controls as a source of information and the falsification of information as a coping response, with vulnerability representing the threat appraisal mechanism and self-efficacy the coping appraisal mechanism. Through a within-subject experiment (n = 207), the results of the mediation analysis for repeated measures show that the effect of privacy controls as a source of information on the falsification of information is fully mediated by vulnerability and self-efficacy. The author provides insights for managers regarding the significant trade-off between reducing consumer vulnerability and maintaining the usefulness of the data.

Suggested Citation

  • Cloarec, Julien, 2022. "Privacy controls as an information source to reduce data poisoning in artificial intelligence-powered personalization," Journal of Business Research, Elsevier, vol. 152(C), pages 144-153.
    • Handle: RePEc:eee:jbrese:v:152:y:2022:i:c:p:144-153
    DOI: 10.1016/j.jbusres.2022.07.045
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