...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 Chapter 6 covers the unintended consequences caused by the complexity and rapid technological changes in personalization and privacy legislation. For example, complex systems tend to fail more than simple systems. The author asks some important questions such as, “Are firms...