Perceived Frequency of Advertising Practices

In this paper, we introduce a new construct for measuring individuals’ privacy-related beliefs and understandings, namely their perception of the frequency with which information about individuals is gathered and used by others for advertising purposes. We introduce a preliminary instrument for measuring this perception, called the Ad Practice Frequency Perception Scale. We report data from a survey using this instrument, as well as the results of an initial clustering of participants based on this data. Our results, while preliminary, suggest that this construct may have future potential to characterize and segment individuals, and is worthy of further exploration.