Dale Carnegie once said that the sound of one’s name is the sweetest for any person. Much internet personalization acts … based on their preferences. However, no clear empirical evidence exists as to whether consumers desire personalization or … whether privacy concerns override the benefits of personalization. Using theories from psychology and consumer behavior, we …

) high status (e.g., Gold membership), and (b) personalization, at different levels of visibility to other consumers. Across … contrast, women respond more positively than men to loyalty programs that emphasize personalization, but only for … personalization in private settings. We discuss managerial implications for the design of loyalty programs. Copyright The Author …