Trust, transparency & control in inferred user interest models


This paper explores the importance of transparency and control to users in the context of inferred user interests. More specifically, we illustrate the association between various levels of control the users have on their inferred interests and users' trust in organizations that provide corresponding content. Our results indicate that users value transparency and control very differently. We segment users in two groups, one who states to not care about their personal interest model and another group that desires some level of control. We found substantial differences in trust impact between segments, depending on actual control option provided.