Currently most popular website, such as Google (search engine) or Amazon (e-commerce) provide personalization service to their consumers or visitors. Based on personal details or characteristics of consumer they tailoring its website with related products or services. The aim is to market the products or services. Is it sound good right?
For some reason the answer is yes because marketers said that by targeting the market based on their behavior, consumer tend to see the relevant product or service. Surprisingly, based on a study from researchers at the Annenberg School for Communication, University of California Berkeley School of Law and the Annenberg Public Policy Center, the answer is completely different. Consumers didn't like this personalization. They didn't like the website that track their activities. They feel like their freedom limited by the site. They need to decided by themselves what their needs and interests and they want the site to delete their track activities.
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