News personalization, narcissism, & the third-person effect: examining support for restrictions on audience data collection

An online survey (N = 561) tested perceptions of the personalization of online political news. A third-person effect emerged: respondents believed others would be more affected by political news personalization than themselves. Those who thought others would be more affected were also more likely to support restrictions on websites' use of audience data to personalize news. Narcissism was a significant moderator of the relationship between the third person differential and support for restrictions on data collection.