Construct · 1 fields · 1 citations

personalization reactance: a standalone construct

One name. One construct. A landmark on the map.

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Marketing

resistance consumers feel when marketing messages are so personalized that they seem to threaten freedom or reveal unwanted knowledge.

In marketing, personalization reactance refers to resistance consumers feel when marketing messages are so personalized that they seem to threaten freedom or reveal unwanted knowledge. This meaning comes from White (2007) in Marketing Letters.[1]

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Nearby constructs

knowledge6 fields · 12 citationsjingle · one name, six constructs reactance4 fields · 6 citationsjingle · one word, four constructs resistance4 fields · 7 citationsjingle · one word, four constructs

References

White, T. B., Zahay, D. L., Thorbjørnsen, H., & Shavitt, S. (2007). Getting too personal: Reactance to highly personalized email solicitations. Marketing Letters, 19(1), 39-50. https://doi.org/10.1007/s11002-007-9027-9

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