The value of making producers personal

Christoph Fuchs,Ulrike Kaiser,Martin Schreier,Stijn M.J. van Osselaer

Journal of Retailing（2021）

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摘要

•Exposing consumers to personal information about a producer increases product preference.•This is because consumers feel more socially connected to the producer.•The effect is moderated by consumers’ general need to connect to others.•The effect is moderated by consumers’ level of persuasion knowledge.

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关键词

Personizing,Personal information,Social connectedness,Willingness to pay,Product preference,Personalization

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