Using data to target customers has never been more controversial

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Even within a given demographic category, there are many individual and customizable differences, such as personality, that shape consumer behavior. Beyond traditional personalization based on demographics, or consumer self-expressed desires, these novel kinds of customization claim to interpret basic human drives, match issue messaging with personality traits and thus significantly step up marketing effectiveness.

Publications

Author:

  • Christopher Graves, Sandra Matz

KLA:

  • Shopping

Type:

  • Article