With the advancement of data mining technologies and the collection and storage of massive consumer data, the increasing enterprises have taken the initiative to develop and provide personalization marketing for consumers. While personalization can benefit consumers, its features still reflect potential threats which may lead to consumer boycotts, such as privacy issues. Based on the multidimensional development theory and psychological contract violation, this study explores the mechanism of consumer boycott to personalization marketing from the comprehensive perspective, examines and distinguishes the different roles of situation (customization, advancement, and privacy control) and personal trait (personal innovativeness) in the formation of boycott. This study will help personalization providers to successfully manage their relationships with consumers, avoid boycotts and achieve marketing goals.
Wu, Chengyu and Li, Wenli, "Why Do Consumers Boycott Personalization Marketing? A Perspective from Multidimensional Development Theory and Psychological Contract Violation" (2019). PACIS 2019 Proceedings. 200.