Abstract
We investigate consumer perspectives on complex, multistage systems designed to provide personalized health recommendations. We conceptualize the underlying benefit trade-offs that consumers make in evaluating such systems as the manifestation of a psychological contract in which consumers contribute their personal information and effort in exchange for a more useful, tailored recommendation by the firm. We show that consumer benefit perceptions
are differentially affected by the stages of such a system, and that the channel context in which the use of a personalized health recommendation system originates moderates the impact of consumer benefit perceptions on consumer willingness to use such systems.
Original language | English |
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Publication status | Published - 2008 |
Event | Extreme Customization: MCPC 2007 World Conference on Mass Customization and Personalization, Cambridge, MA, USA - Duration: 7 Oct 2007 → 12 Oct 2007 |
Conference/symposium
Conference/symposium | Extreme Customization: MCPC 2007 World Conference on Mass Customization and Personalization, Cambridge, MA, USA |
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Period | 7/10/07 → 12/10/07 |