...Sylvia Chan-Olmsted; Huan Chen; Hyehyun Julia Kim Purpose Drawing on the personalization–privacy paradox and guided by means–end analysis, this study explores how consumers balance their concerns for privacy and the benefits of smart home device personalization and the role that trust plays...

...Marta Pizzetti; Michael Gibbert Purpose This paper aims to explore gift personalization, i.e. the design of gifts by givers on mass-personalization platforms, from the perspective of the gift recipient. Design/methodology/approach Given the exploratory objectives of this study, the qualitative...

...Charles A. McMellon Marketers face a new and daunting challenge. The more personal information they collect on individuals, the more personalized their efforts can be to meet the individuals’ needs. At the same time, these same individuals are concerned about invasion of privacy, which restricts...