Does hyper-personalized consumption lead to a fragmentation in our society?
(A2026-134259)

AUTHORS

Luisa Weber, Karlsruhe Institute of Technology; Benjamin Scheibehenne, Institute for Information Systems and Marketing; Martin Klarmann, Karlsruhe Institute of Technology (KIT)

ABSTRACT

Hyper-personalized content shapes everyday life. This research examines how hyper-personalization undermines the shared experience for intergroup communication and leads to a fragmentation in society so that our hyper-personalized consumption has an impact on social interaction. At the time of submission a pre-study (online questionnaire; n=372) was conducted to investigate whether individuals discuss shared experiences (operationalized via linear television programs). Regression analysis and conditional probability analysis revealed that individuals who have seen a more popular television show are more likely to discuss it than those who have watched a less popular one. Fisher’s Exact Test shows that the conversation likelihood was higher when the conversation partner has also watched the program. Shared experiences serve as a common ground and facilitate the conversation in intergroups. The study highlights a potential societal risk associated with hyper-personalization.