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Do Privacy Controls Lead to More Trust in Alexa? Not Necessarily, Research Finds

By Penn State News

April 29, 2020

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Researchers at Penn State University have found that giving smart assistant users the option to adjust settings for privacy or content delivery, or both, does not necessarily increase their trust in the device.

For some users, having such control could have an unfavorable effect.

The team found that trust in Amazon Alexa increased for regular users who were given the option to adjust their privacy and content settings.

However, for those users whose skills and expertise are more advanced than others—known as power users—trust decreased when they were given the opportunity to adjust privacy settings.

The researchers also found that users who were sensitive about their privacy found content less credible when given the option to customize their privacy settings.

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