When does web-based personalization really work? The distinction between actual personalization and perceived personalization
作者：
Highlights：
• Personalized messages are not always more effective than generic messages.
• Actual personalization and perceived personalization are two distinct constructs.
• A personalized message may be accidentally perceived as non-personalized.
• A non-personalized message may be accidentally perceived as personalized.
• Perceived personalization is the real driver of favorable personalization effects.
摘要
•Personalized messages are not always more effective than generic messages.•Actual personalization and perceived personalization are two distinct constructs.•A personalized message may be accidentally perceived as non-personalized.•A non-personalized message may be accidentally perceived as personalized.•Perceived personalization is the real driver of favorable personalization effects.
论文关键词：Personalization,Personalized communication,Personalized messages,Actual personalization,Perceived personalization
论文评审过程：Received 6 April 2015, Revised 2 July 2015, Accepted 23 July 2015, Available online 10 August 2015, Version of Record 10 August 2015.
论文官网地址：https://doi.org/10.1016/j.chb.2015.07.049
