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This research investigates the impact of AI personalization on consumers' mental health and psychological responses.

June 26, 2026

AI Personalization and Psychological Response: Examining the Role of Obsession and Reactance

NBNgoc BichNational Economics University MBMinh-Duyen BuiInternational University DHDuc HoangUniversity of Lisbon

Key Points

This research investigates the impact of AI personalization on consumers' mental health and psychological responses.
Mixed-method design including preliminary interviews and surveys.
Examination of the relationship between AI obsession, dependence on AI, and mental health outcomes.
Analysis of factors like anxiety and technology exhaustion as they relate to psychological reactance.
AI personalization is positively associated with dependence on AI and mental health disorders.
Anxiety is the strongest factor linked to psychological reactance and technology exhaustion.
Fear of AI shows an insignificant impact on mental health outcomes.

Abstract

This study explores how AI personalization in marketing impacts consumers’ mental health disorders. A mixed-method is adopted, including preliminary interviews and surveys. Our study unveils that AI-enabled personalization is positively associated with customers’ dependence on AI and mental health disorders. The central role of AI obsession has been confirmed as a key factor that might cause mental health outcomes. Finally, anxiety emerges as the strongest associated factor with psychological reactance alongside technology exhaustion, whereas the impact of fear of AI is insignificant. These results highlight concerns for ethical and moral marketing in the age of AI.

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