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.
|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||Extreme Customization: MCPC 2007 World Conference on Mass Customization and Personalization, Cambridge, MA, USA|
|Period||7/10/07 → 12/10/07|