Ethical side-effect of dataveillance in advertising: Impact of data collection, trust, privacy concerns and regulatory differences on chilling effects

• DOI: 10.1016/j.jbusres.2023.114490
• Publication Date: 2024-01-05T19:39:16Z
• Authors: Joanna Strycharz; Claire M. Segijn
• Keywords: Unintended consequences; Digital advertising

Technological advancements have resulted in the availability and usage of consumer data for digital advertising. This so-called reality dataveillance may result unintended ethical side-effects, such as chilling effects that involve self-regulation media a response to surveillance practices. The current study utilizes two-step approach with cross-national survey (N = 334) an online experiment 536), how different collection methods advertising (i.e., profiling, watermarking), regulatory cross-country contexts U.S., Netherlands), boundary trust, privacy concerns) effects. We found are context-dependent they mostly driven by watermarking more prevalent U.S. than Netherlands. These findings show one possible side-effects Cross-country differences importance cultural context regime behavior.