The Dark Side of AI-Driven Personalisation:Consumer Resistance and Scepticism in Marketing Communications — A Study of Chinese Consumers

This study investigates consumer resistance to AI-driven personalisation in marketing communications, focusing on psychological, cultural, and privacy-related factors among Chinese consumers. Applying Reactance Theory and the Persuasion Knowledge Model, the research explores how excessive targeting can provoke negative reactions, reducing marketing effective-ness. Semistructured interviews are used to understand consumers’ perceptions, revealing how privacy concerns, perceived intrusiveness, and lack of trust in AI contribute to scepticism. Managerial implications suggest ethical AI practices, including transparency and consumer control, to mitigate adverse effects. The findings provide valuable insights for businesses navigating AI personalisation in the rapidly evolving Chinese market.