Humboldt-Universität zu Berlin - School of Business and Economics

Personalization and Privacy


Prof. Dr. rer. nat. Bettina Berendt
Personalization is often regarded as the killer application of Web usage mining. However, because it involves the collection of rich personal data, conflicts with the users' privacy interests often arise. In empirical investigations, we have shown that and under which conditions users are willing to give up privacy in exchange for personalization advantages, and why this "tradeoff" is not a simple transaction that can be optimized using market mechanisms. We have proposed interfaces that serve to inform users, and we are currently methods for integrating the often conflicting requirements of different users and stakeholders into system design.


Prof. Dr. rer. nat. Bettina Berendt
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