Addressing the Personalization-Privacy Paradox: An Empirical Assessment from a Field Experiment on Smartphone Users

  title={Addressing the Personalization-Privacy Paradox: An Empirical Assessment from a Field Experiment on Smartphone Users},
  author={Juliana Sutanto and Elia Palme and Chuan-Hoo Tan and Chee Wei Phang},
  journal={MIS Q.},
Privacy has been an enduring concern associated with commercial information technology (IT) applications, in particular regarding the issue of personalization. IT-enabled personalization, while potentially making the user computing experience more gratifying, often relies heavily on the user's personal information to deliver individualized services, which raises the user's privacy concerns. We term the tension between personalization and privacy, which follows from marketers exploiting… 

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