New data collection methods and processing capabilities facilitate online personalization of advertisements but also challenge youth’s understanding of how these methods work. Teenagers are often unaware of the commercial use of their personal information and are susceptible to the persuasive effects of personalized advertising. This raises questions about their ability to engage in privacy-protecting behaviors. This article examines teenagers’ coping responses to commercial data collection and subsequent personalized advertising, considering their limited knowledge. Ten focus groups with 35 teenagers aged 12–14 were conducted. The findings show that teenagers hold certain folk theories (i.e., incomplete and/or inaccurate representations of reality) about how and why their personal information is being collected for commercial purposes (e.g., commercial data collection is unavoidable or all principles of privacy statements are the same). Their coping responses regarding commercial data collection (e.g., limiting information disclosure or refusing to accept privacy policies) and personalized advertising (e.g., trying to change settings or avoiding interaction) are often based on these folk theories and embedded in their everyday practices. Despite teenagers’ efforts, we argue that their responses might not always be effective. Implications for educators, advertisers, and policymakers are discussed.

中文翻译：

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青少年商业数据采集与个性化广告的民间理论与应对策略探索

新的数据收集方法和处理能力促进了广告的在线个性化，但也挑战了年轻人对这些方法如何运作的理解。青少年通常不知道他们的个人信息被用于商业用途，并且容易受到个性化广告的说服效果的影响。这引发了对他们从事隐私保护行为的能力的质疑。本文考察了青少年在知识有限的情况下对商业数据收集和随后的个性化广告的应对反应。进行了 10 个焦点小组，共有 35 名 12-14 岁的青少年参加。调查结果表明，青少年持有某些民间理论（即，对现实的不完整和/或不准确的表述）关于他们的个人信息如何以及为何被收集用于商业目的（例如，商业数据收集是不可避免的，或者隐私声明的所有原则都是相同的）。他们对商业数据收集（例如，限制信息披露或拒绝接受隐私政策）和个性化广告（例如，试图改变设置或避免互动）的应对反应通常基于这些民间理论并嵌入到他们的日常实践中。尽管青少年做出了努力，但我们认为他们的反应可能并不总是有效的。讨论了对教育者、广告商和政策制定者的影响。试图改变设置或避免互动）通常基于这些民间理论并嵌入到他们的日常实践中。尽管青少年做出了努力，但我们认为他们的反应可能并不总是有效的。讨论了对教育者、广告商和政策制定者的影响。试图改变设置或避免互动）通常基于这些民间理论并嵌入到他们的日常实践中。尽管青少年做出了努力，但我们认为他们的反应可能并不总是有效的。讨论了对教育者、广告商和政策制定者的影响。