ABSTRACT
Technological developments in analytical and tracking software, coupled with the commercial benefits associated with the use of predictive technology, have resulted in the marketisation of individual information. Consumer privacy concern has expanded to include a range of responses and we discuss privacy cynicism, fatigue, fatalism, and alienation. However, privacy research is limited by its focus on Privacy Calculus Theory and the conceptualisation of an exchange of personal information in return for benefits. The chapter contributes to privacy research by offering a framework of online spaces (personal, semi-public, and public) and by demonstrating links between online privacy research and online identity performance.
