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Personal data is increasingly important as a means for brands to mediate their relationships with consumers. A huge industry has built up around the collection, aggregation, trading and analytics of this data in a bid to generate growth for brands. Much of the agenda has implicitly assumed a linear relationship between the increased use of personal data and business growth. But research on consumer responses to increasing personalisation of marketing communications finds evidence for an ‘uncanny valley’ which can lead to consumers becoming less engaged with the brand. The paper uses the Johari Window as a model for exploring the interpersonal nature of consumer brand relationships and discusses the need for a greater focus on psychological, social and cultural factors that determine the way in which relationships are mediated through the use of personal data.
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