The personalization–privacy paradox at the nexus of social exchange and construal level theories
Cloarec, Julien Meyer-Waarden, Lars
Cloarec, Julien
Meyer-Waarden, Lars
Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2022
Journal
Psychology & Marketing
Book
Publication Volume
39
Publication Issue
3
Publication Begin page
647
Publication End page
661
Publication Number of pages
Collections
Abstract
Marketing personalization requires firms to collect information that they can use to personalize their products or services, which might raise consumer privacy concerns. Prior studies on construal level theory suggest that happier Internet users would likely take future rewards in social exchanges (e.g., personalization–privacy trade-offs) into greater consideration. Building on both social exchange and construal level theories, this article investigates the extent to which happiness with the Internet drives the personalization–privacy paradox, as well as the moderating role of experience sharing frequency as a proxy for reciprocity. An online survey administered to a representative sample of French consumers (n = 649) largely confirms the predictions. Happiness with the Internet is the strongest driver of willingness to disclose information in exchange for personalization, surpassing conventional privacy-related constructs (e.g., trust and risk beliefs). In line with social exchange theory, reciprocity has an important influence on online social exchanges too.
Research Projects
Organizational Units
Journal Issue
Keywords
Construal Level Theory, Happiness with the Internet, Marketing Personalization, Personalization–Privacy Paradox, Reciprocity, Social Exchange Theory