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Keywords: Personalization-privacy paradox
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (6): 597–609.
Published: 09 August 2024
...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...
