Perceived Accuracy of Personalization, Perceived Surveillance, and Privacy Cynicism: Predictors of Privacy-Protective and Chilling Behaviors

Personalized online content, including advertising, can enhance user experience, yet perceived accuracy of peronsalized advertising may also elicit feelings of surveillance and emotional discomfort (creepiness), prompting privacy-protective behaviors and behavioral withdrawal (chilling behaviors). This study examines emotional (creepiness) and cognitive (surveillance) responses as mediators alongside the moderating role of four dimensions of privacy cynicism (mistrust, powerlessness, resignation, and uncertainty). Using cross-sectional survey data (N = 695), partial least squares structural equation modeling (PLS-SEM) with 1,000 bootstrapped samples was applied. Perceived accuracy positively predicted surveillance but negatively predicted creepiness. Creepiness was directly and indirectly associated with increased privacy-protection behaviors, while both surveillance and creepiness fully mediated chilling effects. Resignation strengthened the association between surveillance and privacy protection. Privacy literacy emerged as a significant covariate, facilitating protective responses but not influencing chilling. Findings clarify distinct cognitive and emotional underlying the privacy-personalization paradox and provide empirical evidence of chilling effects in personalized media contexts.