July 9-11, 2014
Menlo Park


Call for papers





Workshop on Privacy Personas and Segmentation (PPS)


The PPS workshop is an opportunity for researchers and practitioners to explore improved methods and tools for understanding privacy concerns, facilitating the construction of privacy personas and/or segmenting users on the basis of their privacy concerns.

Submission Deadline: May 22, 2014, 5pm PDT
Notification Deadline: May 30, 2014 5pm PDT
Anonymization: Papers are NOT to be anonymized
Length: 1-6 pages
Formatting: Use SOUPS MS Word or LaTeX templates
Submission site: EasyChair PPS 2014 site
More guidance: Read this CFP in detail and see the common pitfalls document
Workshop Date: Wednesday, July 9, 2014


Starting with Westin's Privacy Indexes - a non-contextual privacy measure - scholars and practitioners have been interested in understanding and measuring privacy attitudes and concerns, and their relationship with privacy behavior. Over time, an awareness has emerged of the importance of context in privacy concerns, and the complex relationship between concerns and actual behaviors. In recent years, proposals have been made to segment individuals into more granular and detailed categories of privacy concerns or behaviors, and classifying or predicting their privacy types, or personas. Such efforts have been motivated by the goals of better understanding the relationships between privacy attitudes, concerns and behaviors, and of helping end users make better privacy decisions.

The focus of the PPS workshop is to bring together researchers and practitioners interested in privacy personas and segmentation, to encourage a paradigm shift in the measurement, modeling, and characterization of privacy concerns which recognizes the complex interaction of factors influencing it. Those interested in participating should submit a research or position paper on a relevant topic. Topics of interest include, but are not limited to:

  • The use of segmentations and personas for representing privacy concerns
  • Critiques of existing approaches and explorations of the inherent limitations of privacy segmentations or privacy personas
  • New paradigms and instruments for understanding, measuring, and modeling privacy concerns
  • Evaluations and critiques of existing instruments for measuring privacy concerns
  • The role of context, personality, experiences, and other traits in influencing privacy concerns
  • The relationship between privacy concerns, attitudes, and behavior
  • The influence of an organization's privacy behavior on users' privacy concerns
  • Other topics related to measuring, modeling, and characterizing privacy concerns

Authors of accepted papers will be invited to present their ideas at the workshop. Accepted workshop papers will be available on the SOUPS website, but will not be included in the ACM Digital library. This means that the works will not be considered peer-reviewed publications from the perspective of SOUPS and hence should not preclude subsequent publication at another venue.


We invite authors to submit short research papers or position papers in PDF format. Papers should use the SOUPS 2-column formatting template (available here for MS Word or LaTeX ).

Submissions should be 1 to 6 pages in length, excluding references and appendices. The paper should be self-contained without requiring readers to also read the appendices. Submissions should not be blinded. Submissions should be made through EasyChair: PPS submission site

Email inquiries may be sent to: or


Paper submission deadline - May 22, 2014, 5pm PDT
Notification of paper acceptance - May 30, 2014 5pm PDT


Alessandro Acquisti, Carnegie Mellon University
Anthony Morton, University College London
Norman Sadeh, Carnegie Mellon University
Allison Woodruff, Google


8:00 - 9:00 am: Breakfast

9:00 - 9:20 am: Welcome and Introduction

9:20 - 10:30 am: Session 1 - Critiques (Chair: Allison Woodruff)

10:30 - 11:00 am: Break

11:00 - 12:30 pm: Session 2 - Behavior (Chair: Anthony Morton)

12:30 - 1:30 pm: Lunch

1:30 - 3:00 pm: Session 3 - Disclosure (Chair: Norman Sadeh)

3:00 - 3:30 pm: Break

3:30 - 4:30 pm: Session 4 - People (Chair: Alessandro Acquisti)

4:40 - 5:00 pm: Closing Discussion

Walk to poster session

5:15 - 7:00 pm Poster session with dinner reception

Please note: Authors will be given a maximum of 12 minutes to present their papers, followed by 10 minutes of questions and discussion.

Time limits will be rigorously enforced throughout the day by session chairs.