A Perfect Fit: Personalization Versus Privacy

Abstract

Certain marketing tactics make people feel “creepy” because they are invasive and may violate social norms. People’s concerns about how their personal data is collected and used may be heightened as companies’ ability to collect and use personal data increases. One way to allay people’s concerns is to build a relationship, a friendship that might moderate concerns about intrusive tactics. Two hundred twenty-three participants evaluated three vignettes describing scenarios where marketers collect and share personal data. Participants felt most creepy when brands collected and shared personal data publicly. Having a relationship (brand friend) may moderate feelings of creepiness.