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All Journal Management Studies and Business Journal
Muhammad Ali
STIE Bhakti Pembangunan, Jakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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SYSTEMATIC REVIEW OF CONSUMER RESISTANCE TO AI DRIVEN PERSONALIZATION Muhammad Ali
Management Studies and Business Journal (PRODUCTIVITY) Vol. 2 No. 9 (2025): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/r2vy5689

Abstract

The integration of artificial intelligence (AI) into marketing personalization strategies has created a paradox between service efficiency and consumer resistance. This study aims to synthesize the dominant psychological factors that trigger consumer resistance to AI-based personalization through a conceptual approach.narrative reviewBy analyzing literature from Scopus, Web of Science, and PsycINFO databases (2015–2025), this study identified three main clusters of resistance: cognitive antecedents (intrusiveness and privacy), affective antecedents (algorithmic anxiety and fear of manipulation), and threats to individual autonomy and agency. The synthesis of results shows that perceived vulnerability (79%) far outweighs perceived convenience benefits (62%), which is exacerbated by the “black box” nature of AI. The study concludes that mitigating resistance requires a transition from simply algorithmic accuracy to transparent and humanistic AI design. The theoretical contribution lies in the integrationCommunication Privacy Management Theory, Psychological Reactance Theory, and Social Cognitive Theory serves as a unified framework for understanding digital resistance. Practically, this study offers marketers guidance on building trust through empowering user control.
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