Getting too personal: Reactance to highly personalized email solicitations |
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Authors: | Tiffany Barnett White Debra L Zahay Helge Thorbjørnsen Sharon Shavitt |
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Institution: | (1) College of Business, University of Illinois at Urbana-Champaign, 350 Wohlers Hall, 1206 South Sixth Street, Champaign, IL, USA;(2) Northern Illinois University, DeKalb, IL, USA;(3) Norwegian School of Economics and Business Administration, Bergen, Norway;(4) University of Illinois at Urbana-Champaign, Champaign, IL, USA |
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Abstract: | Research on the effects of personalized messages on consumers’ behavioral responses has yielded mixed findings. We explore
how e-mail personalization influences click-through intentions. Our results suggest that consumers experience personalization
reactance in response to highly personalized messages when the fit between the offer in the message and consumers’ personal
characteristics is not explicitly justified by firms. Consequently, consumers are less willing to respond favorably to the
offer. Results of two studies suggest that this effect primarily emerges for consumers who perceive the utility of the service
to be relatively low. For those consumers with higher perceived utility, justification of personalization is less important
because highly personalized messages are less likely to elicit reactance. |
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Keywords: | Personalization Reactance Relationships Email Consumers |
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