Gen Z's personalization paradoxes: A privacy calculus examination of digital personalization and brand behaviors

Employing privacy calculus theory, we examine why Gen Z consumers increasingly adopt ad blockers, use private browsers, or take other measures to limit data tracking. Specifically, evaluate consumer behaviors related personalized and non-personalized digital marketing in light of two personalization paradoxes: privacy–benefits avoidance–annoyance. Using structural equation modeling on a sample 414 consumers, our findings show that both the paradox avoidance–annoyance strongly influence consumers' intentions avoid brands fail personalize efforts. We also explore interaction effects tensions, showing tradeoffs exist between utilization these paradoxes. Our underscore key implications for marketers investing efforts enhance consumer–brand relationships.