Gen Z's personalization paradoxes: A privacy calculus examination of digital personalization and brand behaviors
Open accessAbstract
Employing privacy calculus theory, we examine why Gen Z consumers increasingly adopt ad blockers, use private browsers, or take other measures to limit data tracking. Specifically, we evaluate consumer behaviors related to personalized and non‐personalized digital marketing in light of two personalization paradoxes: privacy–benefits and avoidance–annoyance . Using structural equation modeling on a sample of 414 Gen Z consumers, our findings show that both the privacy–benefits paradox and avoidance–annoyance paradox strongly influence consumers' intentions to avoid brands that fail to personalize marketing efforts. We also explore the interaction effects of the two digital personalization tensions, showing that tradeoffs exist between the utilization of these two paradoxes. Our findings underscore key implications for marketers investing in personalized marketing efforts to enhance consumer–brand relationships.
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Privacy concerns can substantially influence how consumers behave in terms of information disclosure and other online actions.
“Privacy concerns can substantially influence how consumers behave in terms of information disclosure and other online actions (McKee et al., 2023).”
From Transformative privacy calculus: Conceptualizing the personalization‐privacy paradox on social media (2024) · cites this paper as McKee et al., 2023
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- Authors
- McKee, K. M., Dahl, A. J., & Peltier, J. W.
- Affiliations
- University of Wisconsin–Parkside (US)
- University of Wisconsin–Whitewater (US)
- Corresponding author
- Dahl, Andrew J.
- Venue
- Journal of Consumer Behaviour
- Publisher
- Wiley
- Published
- 2023-06-28
- Volume
- 23
- Issue
- 2
- Pages
- 405-422
- ISSN
- 1472-0817 (ISSN-L)
- 1479-1838
- OpenAlex
- W4382358870
- Cited by
- 75
- References
- 79
- Citations by year
- 2026: 32 · 2025: 29 · 2024: 11 · 2023: 3
- FWCI
- 32.23
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Journal of Consumer Behaviour (publishedVersion, cc-by-nc-nd)
- Topics
- Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- Generation Z, privacy calculus, digital personalization, personalized marketing, ad blockers, private browsing, data tracking, consumer-brand relationships, brand avoidance, consumer privacy behavior
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