Online Privacy Trustmarks
研究了隐私信任标识能否提升消费者对在线广告商伦理的看法，发现其效果因消费者隐私需求和广告态度而异。
<h3>ABSTRACT</h3> Consumer views of advertiser ethics are of industry concern due to growing consumer angst regarding data privacy and behavioral advertising. several privacy trustmarks have been created to address consumer concerns, potentially acting as seals of approval regarding privacy practices. The authors examine whether a privacy trustmark9s ability to influence consumer perceptions of advertiser ethics and privacy concerns is moderated by consumer desire for privacy and attitude toward advertising in general. using an online advertising context, the results show that a privacy trustmark can enhance the perceived ethics of an online advertiser for certain market segments but not for others.