Does self-disclosure matter? A dynamic two-stage perspective for the personalization-privacy paradox

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

38 Scopus Citations
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Original languageEnglish
Pages (from-to)667-675
Journal / PublicationJournal of Business Research
Online published15 Feb 2020
Publication statusPublished - Jan 2021


Although marketing managers are relying increasingly on customer data, insight into the best approaches for resolving the personalization–privacy paradox remains limited. Specifically, we argue for the success of a personalization involving the integration of two stages: the self-disclosure stage and the personalization stage. Using a conceptual framework grounded in the foot-in-the-door effect, we argue that compliance with commitment to self-disclosure as the initial small request induces greater compliance with the later target request. The results of a large-scale two-stage field experiment based on a combined propensity score matching and difference-in-difference model show positive causal effects of the act of self-disclosure and the positive effect of the intensity of self-disclosure on purchase responses to personalized promotions. The results also indicate that a combination of privacy assurance and personalization declaration drives customers’ act of self-disclosure and increases the intensity of self-disclosure. Findings empower managers to capitalize on new opportunities in personalization.

Research Area(s)

  • Personalization declaration, Personalization–privacy paradox, Privacy assurance, Self-disclosure