Exploring Teenagers’ Folk Theories and Coping Strategies Regarding Commercial Data Collection and Personalized Advertising

New data collection methods and processing capabilities facilitate online personalization of advertisements but also challenge youth’s understanding how these work. Teenagers are often unaware the commercial use their personal information susceptible to persuasive effects personalized advertising. This raises questions about ability engage in privacy-protecting behaviors. article examines teenagers’ coping responses subsequent advertising, considering limited knowledge. Ten focus groups with 35 teenagers aged 12–14 were conducted. The findings show that hold certain folk theories (i.e., incomplete and/or inaccurate representations reality) why is being collected for purposes (e.g., unavoidable or all principles privacy statements same). Their regarding limiting disclosure refusing accept policies) advertising trying change settings avoiding interaction) based on embedded everyday practices. Despite efforts, we argue might not always be effective. Implications educators, advertisers, policymakers discussed.