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Keywords: Personalization
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2026) 27 (4): 458–476.
Published: 01 January 2026
...Ana Lisboa; Raquel Meneses; Susana C. Silva; Carolina Freire Santos Purpose Nowadays, personalization is key to connecting with consumers. However, it comes with a caveat: privacy concerns, which lead to a personalization-privacy paradox. This study aims to examine how young consumers respond...
