Online data collection and use that run counter to the sort of behaviour one would expect in the real world can have a significant impact on purchase intent.
Writing in the Harvard Business Review, Leslie K. John, associate professor of business administration at Harvard Business School, Tami Kim, assistant professor of marketing at Darden School of Business at the University of Virginia, and Kate Barasz, assistant professor of marketing at IESE Business School in Barcelona, warn that using online “surveillance” to sell products can lead to a consumer backlash.
Their research has explored two aspects of this, the first being how acceptable consumers find the ways Google and Facebook use their personal data to generate ads.
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