Need for cognitive closure and mobile personalization: a cluster analysis

Abstract

Purpose This study aims to profile mobile users based on their need for cognitive closure (NFC) (preference for order, preference for predictability, discomfort with ambiguity, close-mindedness and decisiveness) and identify differences among the groups regarding their perceptions of personalized preferences and privacy concerns. Design/methodology/approach Based on the data from 285 participants, the authors seek to identify and profile unique consumer segments (mobile users) generated based on their NFC. Second, once the segments are established, the authors analyze how the segments differ across their personalized preferences and privacy concerns. Findings The data generated three distinct consumer segments: equivocal users, structured users and eclectic users. Across the segments, there were differences in their mobile personalization (experience, value and actions) and preference for information privacy (perceived risks and fabrication of personal information). Research limitations/implications United States (US)-based sample may restrict the generalizability of this research. Thus, future research should include participants from other geographic regions to increase external validity. Practical implications Retail managers can apply this knowledge to implement appropriate personalization strategies for these distinct target groups. Originality/value Segmenting clusters based on differences in consumption trait (NFC) provides key insights to retailers looking to deliver personalized customer experience, particularly in a mobile shopping context.

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