Not the average user: A latent profile analysis of privacy protection appraisals in targeted advertising

Drawing from protection motivation theory (PMT), this study explored subgroups of Internet users based on their patterns of privacy threat and coping appraisals (i.e. perceived severity, perceived vulnerability, perceived benefits, self-efficacy, response efficacy, and response cost) in the context of targeted advertising. A latent profile analysis using a nationally-representative sample of US adults revealed three meaningful subgroups: Privacy-Optimistic, Privacy-Cautious, and Privacy-Balanced. These profiles differed in privacy protection intention, with Privacy-Cautious individuals reporting the highest intention, followed by Privacy-Balanced and Privacy-Optimistic individuals. In addition, higher perceived surveillance was associated with higher odds of being in the Privacy-Cautious and Privacy-Balanced (vs Privacy-Optimistic) profiles. Higher privacy powerlessness was also associated with higher odds of being in the Privacy-Cautious (vs Privacy-Optimistic) profile. Findings theoretically extend PMT and previous privacy research by highlighting the heterogeneity in users’ online privacy appraisals, and practically inform more tailored intervention and message designs.