The Dark Side of AI-Driven Personalisation: Consumer Resistance and Scepticism in Marketing Communications — A Study of Chinese Consumers

Mahmoud Zakarneh; Abdelhadi Zakarneh; Xueyang Yu; Truc Nguyen

The Dark Side of AI-Driven Personalisation: Consumer Resistance and Scepticism in Marketing Communications — A Study of Chinese Consumers

Mahmoud Zakarneh
, Abdelhadi Zakarneh
, Xueyang Yu
, Truc Nguyen

Marketing

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

This study investigates consumer resistance to AI-driven personalisation in marketing communications, focusing on psychological, cultural, and privacy-related factors among Chinese consumers. Applying Reactance Theory and the Persuasion Knowledge Model, the research explores how excessive targeting can provoke negative reactions, reducing marketing effective-ness. Semistructured interviews are used to understand consumers’ perceptions, revealing how privacy concerns, perceived intrusiveness, and lack of trust in AI contribute to scepticism. Managerial implications suggest ethical AI practices, including transparency and consumer control, to mitigate adverse effects. The findings provide valuable insights for businesses navigating AI personalisation in the rapidly evolving Chinese market.

Original language	English
Title of host publication	29th International Conference on Corporate and Marketing Communications (CMC2025)
Subtitle of host publication	Abstract book
Publisher	University of Birmingham
Pages	56-59
Publication status	Published - 16 Apr 2025
Event	29th International Conference on Corporate and Marketing Communications - Birmingham Business School, Birmingham, United Kingdom Duration: 15 Apr 2025 → 16 Apr 2025 https://uobevents.eventsair.com/cmc2025/

Conference

Conference	29th International Conference on Corporate and Marketing Communications
Abbreviated title	CMC2025
Country/Territory	United Kingdom
City	Birmingham
Period	15/04/25 → 16/04/25
Internet address	https://uobevents.eventsair.com/cmc2025/

Keywords

AI-driven personalisation
Consumer resistance
Psychological reactance
Privacy concerns
Marketing communications

Access to Document

https://airdrive.eventsair.com/eventsairwesteuprod/production-uobevents-public/a0a378cabfd447fab3d12453dc6f6ce3Licence: None: All rights reserved

Cite this

Zakarneh, M., Zakarneh, A., Yu, X., & Nguyen, T. (2025). The Dark Side of AI-Driven Personalisation: Consumer Resistance and Scepticism in Marketing Communications — A Study of Chinese Consumers . In 29th International Conference on Corporate and Marketing Communications (CMC2025): Abstract book (pp. 56-59). University of Birmingham. https://airdrive.eventsair.com/eventsairwesteuprod/production-uobevents-public/a0a378cabfd447fab3d12453dc6f6ce3

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title = "The Dark Side of AI-Driven Personalisation: Consumer Resistance and Scepticism in Marketing Communications — A Study of Chinese Consumers ",

abstract = "This study investigates consumer resistance to AI-driven personalisation in marketing communications, focusing on psychological, cultural, and privacy-related factors among Chinese consumers. Applying Reactance Theory and the Persuasion Knowledge Model, the research explores how excessive targeting can provoke negative reactions, reducing marketing effective-ness. Semistructured interviews are used to understand consumers{\textquoteright} perceptions, revealing how privacy concerns, perceived intrusiveness, and lack of trust in AI contribute to scepticism. Managerial implications suggest ethical AI practices, including transparency and consumer control, to mitigate adverse effects. The findings provide valuable insights for businesses navigating AI personalisation in the rapidly evolving Chinese market. ",

keywords = "AI-driven personalisation, Consumer resistance, Psychological reactance, Privacy concerns, Marketing communications",

author = "Mahmoud Zakarneh and Abdelhadi Zakarneh and Xueyang Yu and Truc Nguyen",

year = "2025",

month = apr,

day = "16",

language = "English",

pages = "56--59",

booktitle = "29th International Conference on Corporate and Marketing Communications (CMC2025)",

publisher = "University of Birmingham",

address = "United Kingdom",

note = "29th International Conference on Corporate and Marketing Communications, CMC2025 ; Conference date: 15-04-2025 Through 16-04-2025",

url = "https://uobevents.eventsair.com/cmc2025/",

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Zakarneh, M, Zakarneh, A, Yu, X & Nguyen, T 2025, The Dark Side of AI-Driven Personalisation: Consumer Resistance and Scepticism in Marketing Communications — A Study of Chinese Consumers . in 29th International Conference on Corporate and Marketing Communications (CMC2025): Abstract book. University of Birmingham, pp. 56-59, 29th International Conference on Corporate and Marketing Communications, Birmingham, United Kingdom, 15/04/25. <https://airdrive.eventsair.com/eventsairwesteuprod/production-uobevents-public/a0a378cabfd447fab3d12453dc6f6ce3>

The Dark Side of AI-Driven Personalisation: Consumer Resistance and Scepticism in Marketing Communications — A Study of Chinese Consumers . / Zakarneh, Mahmoud; Zakarneh, Abdelhadi; Yu, Xueyang et al.
29th International Conference on Corporate and Marketing Communications (CMC2025): Abstract book. University of Birmingham, 2025. p. 56-59.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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T1 - The Dark Side of AI-Driven Personalisation

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AU - Zakarneh, Mahmoud

AU - Zakarneh, Abdelhadi

AU - Yu, Xueyang

AU - Nguyen, Truc

PY - 2025/4/16

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N2 - This study investigates consumer resistance to AI-driven personalisation in marketing communications, focusing on psychological, cultural, and privacy-related factors among Chinese consumers. Applying Reactance Theory and the Persuasion Knowledge Model, the research explores how excessive targeting can provoke negative reactions, reducing marketing effective-ness. Semistructured interviews are used to understand consumers’ perceptions, revealing how privacy concerns, perceived intrusiveness, and lack of trust in AI contribute to scepticism. Managerial implications suggest ethical AI practices, including transparency and consumer control, to mitigate adverse effects. The findings provide valuable insights for businesses navigating AI personalisation in the rapidly evolving Chinese market.

AB - This study investigates consumer resistance to AI-driven personalisation in marketing communications, focusing on psychological, cultural, and privacy-related factors among Chinese consumers. Applying Reactance Theory and the Persuasion Knowledge Model, the research explores how excessive targeting can provoke negative reactions, reducing marketing effective-ness. Semistructured interviews are used to understand consumers’ perceptions, revealing how privacy concerns, perceived intrusiveness, and lack of trust in AI contribute to scepticism. Managerial implications suggest ethical AI practices, including transparency and consumer control, to mitigate adverse effects. The findings provide valuable insights for businesses navigating AI personalisation in the rapidly evolving Chinese market.

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KW - Psychological reactance

KW - Privacy concerns

KW - Marketing communications

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ER -

The Dark Side of AI-Driven Personalisation: Consumer Resistance and Scepticism in Marketing Communications — A Study of Chinese Consumers

Abstract

Conference

Keywords

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