Understanding effects of personalization in digital marketing

虽然以前的研究主要集中在基于产品偏好的个性化上，但本项目的目标是调查基于个体思维差异的个性化的后果（即，描述个人处理风格、人格特质和目标取向的心理结构），通过1）开发新的实验程序来测试实验室实验中基于心态的个性化的效果，并使用具有真实的行为结果的现场实验来交叉验证发现，2）理解解释消费者接受和公司在购买结果方面的影响的机制，3）识别调节设计参数和情境边界条件，以实现个性化的有效性。从社会公共政策的角度来看，预期的发现是高度相关的，因为存在高度的不确定性，无论是，如何，以及在何种条件下使用个人消费者数据（例如，来自社交网络的信息）影响消费者的态度、信念和行为，大概消费者没有意识到这种影响（或“操纵”）。这些见解可用于告知公共政策监管有关投票决定和有害行为（例如，成瘾行为）。

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).