When Personalization Backfires Item Type text; Electronic Dissertation Authors Yi, John Jongsei Publisher The University of Arizona. Rights Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction, presentation (such as public display or performance) of protected items is prohibited except with permission of the author. Download date 30/09/2021 10:10:38 Link to Item http://hdl.handle.net/10150/641698 WHEN PERSONALIZATION BACKFIRES by John Yi __________________________ Copyright © John Yi 2020 A Dissertation Submitted to the Faculty of the DEPARTMENT OF MARKETING In Partial Fulfillment of the Requirements For the Degree of DOCTOR OF PHILOSOPHY In the Graduate College THE UNIVERSITY OF ARIZONA 2020 2 3 ACKNOWLEDGEMENTS I would like to express my sincere thanks to my advisor, Caleb Warren, for his guidance and invaluable feedback. Without his persistent support, I would not be who I am today. I would also like to thank the committee members, Merrie Brucks, Jeff Stone, and Anastasiya Pocheptsova Ghosh for their expertise and support. Thanks also to Ignacio Luri and Kristen Lane, the best cohort ever, for making through the whole process together as a team until the end. My gratitude also goes to other professors, students, and staff in the Department of Marketing at the Eller College of Management, University of Arizona. Finally, I am indebted to my family for their constant support, patience, and love. Thank you so much for the help over the years. 4 TABLE OF CONTENTS LIST OF TABLES .......................................................................................................................... 7 LIST OF FIGURES ........................................................................................................................ 8 ABSTRACT .................................................................................................................................... 9 CHAPTER 1 INTRODUCTION .................................................................................................. 10 CHAPTER 2 PERSONALIZATION, CUSTOMIZATION, AND ONE-TO-ONE MARKETING ....................................................................................................................................................... 12 CHAPTER 3 IDENTITY AND IDENTITY THREATS .............................................................. 23 Identities and the Self ................................................................................................................ 24 Identity Salience ........................................................................................................................ 26 Identities Differ in Value ........................................................................................................... 28 Identity Threats .......................................................................................................................... 31 CHAPTER 4 PERSONALIZATION AS A SOURCE OF IDENTITY THREAT ........................ 38 CHAPTER 5 STUDY 1 ................................................................................................................ 41 Study 1a- Do consumers respond negatively to personalized service when purchasing hemorrhoid cream compared to cough medicine? ........................................................................ 41 Method ....................................................................................................................................... 42 Results ....................................................................................................................................... 44 Study 1b- Do consumers respond negatively to personalized service when purchasing hemorrhoid cream compared to water? ......................................................................................... 44 Method ....................................................................................................................................... 45 Results ....................................................................................................................................... 45 Study 1c- Do consumers still respond negatively to personalized service when the consumers’ names are not mentioned in the process? ...................................................................................... 46 Method ....................................................................................................................................... 46 Results ....................................................................................................................................... 47 CHAPTER 6 STUDY 2- DO MALES RESPOND NEGATIVELY TO PERSONALIZED MUSIC SERVICE RECOMMENDING “GIRL’S NIGHT” PLAYLIST? .................................. 48 5 Method ....................................................................................................................................... 49 Results ....................................................................................................................................... 53 CHAPTER 7 STUDY 3 - WHY DO UNDERGRADUATES RESPOND NEGATIVELY TO PERSONALIZED MUSIC SERVICE RECOMMENDING TWEEN MUSIC? ......................... 54 Method ....................................................................................................................................... 57 Results ....................................................................................................................................... 61 CHAPTER 8 OVERVIEW OF STUDY 1 TO 3 ........................................................................... 65 CHAPTER 9 STUDY 4- DO CONSUMERS RESPOND NEGATIVELY TO PERSONALIZED SERVICE ASSOCIATED WITH A THREATENING IDENTITY BECAUSE OF ONLY PRIVACY CONCERNS?.............................................................................................................. 66 Method ....................................................................................................................................... 67 Results ....................................................................................................................................... 67 CHAPTER 10 STUDY 5- DO CONSUMERS WHO RECEIVE INACCURATE BOOK RECOMMENDATIONS REACT NEGATIVELY TO A PERSONALIZED SERVICE? ........... 70 Method ....................................................................................................................................... 72 Results ....................................................................................................................................... 81 CHAPTER 11 STUDY 6- DO CONSUMERS WHO RECEIVE AN INACCURATE RECOMMENDATION REACT NEGATIVELY TO AN ONLINE MUSIC SERVICE? ........... 84 Method ....................................................................................................................................... 85 Results ....................................................................................................................................... 86 CHAPTER 12 STUDY 7- DO CONSUMERS WHO RECEIVE THREATENING PERSONALIZED ADVERTISEMENTS ENGAGE IN COMPENSATORY CONSUMPTION? ....................................................................................................................................................... 88 Method ....................................................................................................................................... 90 Results ....................................................................................................................................... 99 CHAPTER 13 GENERAL DISCUSSIONS ............................................................................... 102 Limitations ............................................................................................................................... 103 Future research ........................................................................................................................ 108 Implications .............................................................................................................................. 111 Conclusion ................................................................................................................................113 APPENDIX A - STIMULI FROM STUDY 1A, 1B, 1C, AND 4................................................114 6 APPENDIX B - STIMULI FROM STUDY 2 AND 3 .................................................................116 APPENDIX C - STIMULI FOR STUDY 5.................................................................................119 APPENDIX D - PRETEST RESULTS FOR STUDY 5 ............................................................. 132 APPENDIX E - NON-PERSONALIZED ADVERTISEMENT SHOWN IN STUDY 7 .......... 134 REFERENCES ........................................................................................................................... 135 7 LIST OF TABLES Table 1 Summary of study 2 and 3 ............................................................................................... 57 Table 2 Study 5 stimuli ................................................................................................................. 80 Table 3 Stimuli added in study 6 .................................................................................................. 86 Table 4 Pretest result for each artists ...........................................................................................