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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 



JOURNAL OF ORGANIZATIONAL PSYCHOLOGY


A Perfect Fit: Personalization Versus Privacy


Author(s): Joni R. Jackson

Citation: Joni R. Jackson, (2018) "A Perfect Fit: Personalization Versus Privacy," Journal of Organizational Psychology, Vol. 18, Iss. 4, pp. 33-42

Article Type: Research paper

Publisher: North American Business Press

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.