Does self-disclosure matter? A dynamic two-stage perspective for the personalization-privacy paradox

Fue Zeng, Qing Ye, Jing Li and Zhilin Yang

Journal of Business Research, 2021, vol. 124, issue C, 667-675

Abstract: Although marketing managers are relying increasingly on customer data, insight into the best approaches for resolving the personalization–privacy paradox remains limited. Specifically, we argue for the success of a personalization involving the integration of two stages: the self-disclosure stage and the personalization stage. Using a conceptual framework grounded in the foot-in-the-door effect, we argue that compliance with commitment to self-disclosure as the initial small request induces greater compliance with the later target request. The results of a large-scale two-stage field experiment based on a combined propensity score matching and difference-in-difference model show positive causal effects of the act of self-disclosure and the positive effect of the intensity of self-disclosure on purchase responses to personalized promotions. The results also indicate that a combination of privacy assurance and personalization declaration drives customers’ act of self-disclosure and increases the intensity of self-disclosure. Findings empower managers to capitalize on new opportunities in personalization.

Keywords: Personalization–privacy paradox; Self-disclosure; Privacy assurance; Personalization declaration (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:124:y:2021:i:c:p:667-675

DOI: 10.1016/j.jbusres.2020.02.006

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