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Privacy, Trust, and Reputation. Jose Miguel Such. July 27th, 2011. Privacy Concerns. The era of global connectivity: More than 2 billion world-wide users with connection to the Internet (2011). 90% of users are concerned or very concerned about their privacy .

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privacy trust and reputation

Privacy, Trust, and Reputation

Jose Miguel Such

July 27th, 2011

privacy concerns
Privacy Concerns
  • The era of global connectivity:
    • More than 2 billion world-wide users with connection to the Internet (2011).
  • 90% of users are concerned or very concerned about their privacy.
  • 95% of users admitted they have declined to provide personal information to web sites when asked.
solution
Solution??
  • becoming hermits (not using online social networks, e-commerce sites, etc.)
  • becoming hermits (not using online social networks, e-commerce sites, etc.)
  • We aim at enhancing privacy in agent-based e-commerce applications and online social networks.
privacy in e commerce
Privacy in E-Commerce
  • B2C scenarios
  • Secondary use of data
  • Profiling (Buyer profiling)
  • Price discrimination (Amazon, 2000)
  • Poor judgment (customer segmentation)
  • Direct Marketing
  • Spam (junk mail)
privacy in e commerce ii
Privacy in E-commerce (II)
  • Strategies for preserving customer’s privacy in e-commerce:
    • Pseudonymity
    • Pseudonym Change
    • Multiple Pseudonyms
    • Pseudonym Sharing
    • Injecting fake preferences
privacy in e commerce iii
Privacy in E-commerce (III)
  • What if privacy loss comes with a benefit?
  • Westin, 2003:
    • 56% Pragmatists
    • 34% Fundamentalists
    • 10% Unconcerned
  • Disclosure Decision Making based on the Privacy-Utility Tradeoff
privacy in social networks
Privacy in Social Networks
  • Friendships do not always have an associated benefit in terms of a utility.
  • How to decide if a particular disclosure is appropriate or not?
privacy in social networks ii
Privacy in Social Networks (II)
  • Disclosure decision making model based on information theory measures of privacy and intimacy.
  • Based on the disclosure reciprocity phenomenon:
    • one person’s disclosure encourages the disclosure of the other person in the interaction, which in turn, encourages more disclosures from the first person
privacy in social networks iii
Privacy in social networks (III)
  • Intimacy
    • towhatextentagentsknoweachother
  • Privacyloss
    • theprivacylostbydisclosinganattribute
  • What and whentodisclose?
    • What: Privacy-intimacytradeoff
    • When: Balance (like a trust model)
trust and reputation
Trust and Reputation
  • In an open electronic market how to:

- choose an interaction partner?

- decide when to honour a previous commitment?

- punish misbehaving agents?

trust and reputation1
Trust and Reputation
  • Trust:
    • The subjective probability by which an individual, A, expects that another individual, B, performs a given action on which its welfare depends. (Gambetta)
  • Reputation:
    • a social evaluation of a target entity attitude towards socially desirable behavior which circulates in the society (and can be agreed on or not by each one of the entities in the society) (Sabater et. Al.)
trust and reputation vulnerabilities
Trust and Reputation (Vulnerabilities)
  • Privacy techniques Exacerbate Vulnerabilities ofTrust and Reputation Models
    • Whitewashing
    • Sybil Attack
  • Accountability and Law Enforcement
    • It could be needed the identity of the user behind the agent
trust and reputation vulnerabilities1
Trust and Reputation (Vulnerabilities)
  • Solution based on:
    • Regular pseudonyms
    • Permanent pseudonyms
interests
Interests
  • The final decision on disclosing or not may be affected by biases:
    • Individual
    • Social
    • Cognitive
    • Emotional
  • We are interested in behavioral economicsand experimental economics to model these biases
privacy trust and reputation1

Privacy, Trust, and Reputation

Jose Miguel Such

July 27th, 2011

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