The Perils of Behavior-Based Personalization
نویسندگان
چکیده
منابع مشابه
The Perils of Behavior-Based Personalization
“Behavior-based personalization” has gained popularity in recent years, whereby businesses offer personalized products based on consumers’ purchase histories. This paper highlights two perils of behavior-based personalization in competitive markets. First, although purchase histories reveal consumer preferences, competitive exploitation of such information damages differentiation, similar to th...
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Firms send short message services (SMS) to customers’ mobile phones to promote their products. Many firms personalize this content to increase the relevance of the recommendations and to avoid overloading users with too many messages. This research examines the effects of location-based personalization on users’ intentions to use personalized mobile SMS. We draw on motivational theories to deve...
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ژورنال
عنوان ژورنال: Marketing Science
سال: 2011
ISSN: 0732-2399,1526-548X
DOI: 10.1287/mksc.1100.0607