Acceptable vs. Creepy: Private Data Sharing Depends on Rewards

How many of you have seen Minority Report? There’s a scene where Tom Cruise is running through a mall. As he passes a digital sign, it shows him a strangely specific, personalized message extracted from his personal data profile. The first thought that came to mind was, “Wow, that’s cool”. Then I reverted to the emotional response: “That’s really creepy.”

But why do we feel that way?  Well, for one, we hear of retailers being […]