When does web-based personalization really work? The distinction between actual personalization and perceived personalization
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.
personalization actual personalization perceived personalization personalized messages personalized communication