United Health

“This App Would Like to Use Your Current Location to Better Serve You”: Importance of User Assent and System Transparency in Personalized Mobile Services

Modern mobile apps aim to provide personalized services without appearing intrusive. A common strategy is to let the user initiate the service request (e.g., “click here to receive coupons for your favorite products”), a practice known as “overt personalization.” Another strategy is to assuage users’ privacy concerns…