Online Consumer Privacy I
(A2025-126067)

AUTHORS

BERND SKIERA, Goethe University Frankfurt, Germany

ABSTRACT

This session aims to assemble the latest research on online consumer privacy: Co-creating Privacy Value: Individuals’ Self-investment in GenAI Data Disclosure Zimmermann (Passau), Schumann (Passau), Bart (Northeastern), and Pauwels (Northeastern) The rise of GenAI transforms data disclosure into a tool for self-expression and creation. This study explores how individuals’ self-investment in GenAI data disclosure impacts privacy value. Results reveal that self-investment increases perceived output ownership, enhancing privacy value, but also raises self-disclosure concerns, reducing it. This work offers insights into privacy, AI, and co-creation literature, alongside practical and policy implications. Insights on Privacy from the Review of Children’s Apps Cecere (IMT-BS), Devaux (IMT-BS), Lefrere (IMT-BS), and Tucker (MIT, Sloan) Analyzing 27,000 children’s apps on Google Play (2017–2022), this study finds that less privileged users are more likely to use apps to collect sensitive data. These disparities persist despite governance efforts and reflect audience composition rather than app behavior. Results highlight unequal privacy protections and emphasize the need for equitable regulation. Control and Privacy: Evidence from Apple’s App Tracking Transparency (ATT) Kraft (DZ Bank), Bleier (Frankfurt School), Skiera (Goethe), Koschella (Kayzen) This research investigates Apple’s ATT and its impact on privacy. Four studies show that most users avoid granular control, with app characteristics affecting consent. ATT led to reduced tracking (-55 pp) and ad revenue (-21%). Findings provide key insights into privacy controls’ economic and user behavior implications. In Search of Signals: Identifying Consumer Characteristics from Search Queries Matthe (Indiana), Ringel (UNC), and Skiera (Goethe) This study presents a privacy-friendly advertising alternative by analyzing aggregated search queries. Across weight loss, dating, and investment contexts, search queries effectively infer consumer traits. A field study with a retail bank validates these findings, showcasing the potential of search-based audience targeting.