http://michaelzimmer.org/2006/12/13/consumers-willing-to-trade-privacy-for-personalization-survey-says/ information ethics : privacy : new media : values in design : 2.0 Mon, 06 Feb 2012 18:56:37 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://michaelzimmer.org/2006/12/13/consumers-willing-to-trade-privacy-for-personalization-survey-says/comment-page-1/#comment-26526 Michael Zimmer Wed, 13 Dec 2006 23:03:25 +0000 http://michaelzimmer.org/2006/12/13/consumers-willing-to-trade-privacy-for-personalization-survey-says/#comment-26526 Excellent, thanks Chris! Excellent, thanks Chris!

]]> http://michaelzimmer.org/2006/12/13/consumers-willing-to-trade-privacy-for-personalization-survey-says/comment-page-1/#comment-26522 Chris Hoofnagle Wed, 13 Dec 2006 22:53:05 +0000 http://michaelzimmer.org/2006/12/13/consumers-willing-to-trade-privacy-for-personalization-survey-says/#comment-26522 So, I think it's critical to distinguish between personalization (where the website chooses content for you) versus customization (where the user decides what content will be delivered). There's actually research on this that's not done by the industry, and it shows a preference towards the later. In fact, these studies tend to be very anti-personalization, with high percentages of respondents reporting that personalized content is not helpful. See Paul Nunes & Ajit Kambil, Personalization? No Thanks, Harvard Business Review, Apr. 2001; and The Failure of Customization: Or Why People Don't Buy Jeans Online, Wharton Strategic Management, Mar. 27, 2002, at http://knowledge.wharton.upenn.edu/articles.cfm?catid=7&articleid=535&homepage=yes. So, I think it’s critical to distinguish between personalization (where the website chooses content for you) versus customization (where the user decides what content will be delivered). There’s actually research on this that’s not done by the industry, and it shows a preference towards the later. In fact, these studies tend to be very anti-personalization, with high percentages of respondents reporting that personalized content is not helpful. See Paul Nunes & Ajit Kambil, Personalization? No Thanks, Harvard Business Review, Apr. 2001; and The Failure of Customization: Or Why People Don’t Buy Jeans Online, Wharton Strategic Management, Mar. 27, 2002, at http://knowledge.wharton.upenn.edu/articles.cfm?catid=7&articleid=535&homepage=yes.

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