%0 Journal Article
%T Spiraling downward: The reciprocal relation between attitude toward political behavioral targeting and privacy concerns
%A Claes de Vreese
%A Damian Trilling
%A Natali Helberger
%A Tom Dobber
%J New Media & Society
%@ 1461-7315
%D 2019
%R 10.1177/1461444818813372
%X Tailored political messages are increasingly prevalent in election time, but we know little about how people perceive such data-driven and potentially privacy-infringing techniques. This article examines how demographics relate to privacy concerns and attitudes toward ¡°political behavioral targeting¡± (PBT), how privacy concerns and attitudes toward PBT relate over time, and explore their relation with autonomy, electoral deliberation, and chilling effects. Using a three-wave panel study, administered in the Netherlands (N£¿=£¿879), we examine a potential reciprocal relation between attitude toward PBT and privacy concerns, which may form a negative reinforcing spiral dynamic over time. This dynamic could result in undesirable behavior of the voter from a democratic viewpoint (e.g. chilling effects). We find that demographics fall short in explaining privacy concerns. More importantly, we find evidence for a reinforcing spiral dynamic and, by doing so, contribute to the discussion about the threats and promises of PBT to society
%K Attitudes
%K campaigns
%K microtargeting
%K political behavioral targeting
%K privacy concerns
%U https://journals.sagepub.com/doi/full/10.1177/1461444818813372