Author: Brahim Zarouali

New publication on the effects of personalization as a privacy calculus!

This team paper examines whether personalized communication from companies affects our willingness to engage in online self-disclosure. We examine how we balance our sense of eventual benefits, threats to privacy, and perceptions of trust when companies collect online information with which to personalize their services. Our results show that these personalization effects are context-dependent. Personalization is seen as negative when done by news and commercial organizations. This is not, however, the case with health websites.

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