Understanding effects of personalization in digital marketing

虽然之前的研究主要集中在基于产品偏好的个性化，但这个项目的目标是调查基于个体心态差异(即描述个人处理风格、个性特征和目标定向的心理结构)的个性化的后果，方法是：1)开发新的实验程序，在实验室实验中测试基于心态的个性化的效果，并使用实际行为结果交叉验证结果；2)了解从购买结果的角度解释消费者接受和公司影响的机制，3)确定个性化有效性的调节设计参数和情景边界条件。从社会公共政策的角度来看，预期的结果具有很高的相关性，因为使用个人消费者数据(例如，来自社交网络)是否、如何以及在哪些条件下影响消费者的态度、信念和行为存在很高的不确定性，想必消费者没有意识到这种影响(或“操纵”)。这些洞察力可以用来为公共政策监管提供信息，这些监管涉及与投票决定和有害行为(例如，成瘾行为)相关的领域的操纵。

While previous research has mostly focused on personalization based on product preferences, the goal of this project is to investigate the consequences of personalization based on individual differences in mindsets (i.e., psychological constructs that describe individual processing styles, personality traits, and goal orientations) by 1) developing new experimental procedures to test the effect of mindset-based personalization in lab experiments and cross-validate findings using field experiments with real behavioral outcomes,2) understanding mechanisms that explain both acceptance by consumers and the impact for companies in terms of purchase outcomes,3) identifying moderating design parameters and situational boundary conditions for the effectiveness of personalization.The expected findings are highly relevant from a societal public policy perspective because a high uncertainty exists whether, how, and under which conditions the use of individual consumer data (e.g., from social networks) influences consumers’ attitudes, beliefs, and behaviors, presumably without consumers’ awareness of this influence (or “manipulation”). The insights can be used to inform public policy regulation about manipulations in domains related to voting decisions and detrimental behaviors (e.g., addictive behavior).