A Perfect Fit: Personalization Versus Privacy

Certain marketing tactics make people feel "creepy" because they are invasive and may violate social norms. People 's concerns about how their personal data is collected and used may be heightened as companies ' ability to collect and use personal data increases. One way to allay...

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Bibliographic Details
Published in:Journal of organizational psychology 2018-11, Vol.18 (4), p.33-42
Main Author: Jackson, Joni R
Format: Article
Language:English
Subjects:
Automobile safety
Consumers
Customization
Data collection
Information technology
Marketing
Occupational psychology
Organizational behavior
Perceptions
Personal information
Privacy
Social norms
State laws
Surveillance
Trust
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Summary:Certain marketing tactics make people feel "creepy" because they are invasive and may violate social norms. People 's concerns about how their personal data is collected and used may be heightened as companies ' ability to collect and use personal data increases. One way to allay people 's concerns is to build a relationship, a friendship that might moderate concerns about intrusive tactics. Two hundred twenty-three participants evaluated three vignettes describing scenarios where marketers collect and share personal data. Participants felt most creepy when brands collected and shared personal data publicly. Having a relationship (brandfriend) may moderate feelings of creepiness.
ISSN:2158-3609
2158-3609
DOI:10.33423/jop.v18i4.83