Triggering the Personalization Backfire Effect: The Moderating Role of Situational Privacy Concern

Personalized marketing presents a powerful but delicate strategy, as its benefits can be negated by rising consumer privacy concerns. To illuminate this tension, this study investigates what causes personalization to fail, focusing on the interaction between the level of message personalization and situationally activated privacy concerns. We conducted a 3 (Message Personalization: Low, Medium, High) × 2 (Situational Privacy Concern: Low, High) between-subjects experiment with 360 participants. These personalization levels were designed as an ecologically valid "intrusiveness ladder," moving from a generic message to one using contextual data and to one using personally identifiable information (PII). Situational privacy concern was experimentally induced using a news article prime, after which participants were exposed to one of the marketing messages. The results revealed a significant interaction effect that demonstrates a critical "tipping point." In the low privacy concern condition, increasing personalization boosted purchase intention. Conversely, when privacy concerns were activated, a 'backfire effect' occurred: highly intrusive, PII-based personalization was no more effective than a generic message and was significantly less effective than moderate, contextual personalization. Our findings provide causal evidence for the moderating role of situational privacy concern, demonstrating that activating this state is a key condition that triggers a non-linear consumer response. Practitioners must calibrate the level of data intrusiveness, as the most aggressive tactics can be counterproductive when consumer privacy sensitivities are high.