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Zero Party Data (ZPD) is a hot topic in the context of privacy-aware personalization, as the exponential growth of consumer data collected by retailers has made safeguarding data privacy a key priority. Articles arguing for the value of ZPD to improve personalization and engender consumer trust have appeared in the popular press, in business magazines as well as in academic journals. Advocates of ZDP argue that instead of inferring what customers want, retailers can simply ask them. Provided that the value exchange is clear, customers will willingly share data such as purchase intentions and preferences to improve personalization and help retailers create a picture of who they are. While the rise of ZPD is a welcome development, this paper takes issue with the claim that ZPD is necessarily accurate as it comes directly from the customer. This view is at odds with established conclusions from decades of research in the social and cognitive sciences, showing that self reports can be influenced by the instrument and that people have limited insight into the factors underlying their behavior. This paper argues that while ZDP disclosures are an important tool for retailers, it is critical to carefully understand their limitations as well. The paper also provides a catalog of biases for identifying potential problems in survey design to help practitioners collect more accurate data.

One of the most fascinating topics of current investigation in the literature on judgment and decision-making concerns the exploration of foreign language effects (henceforth, FLE). Specifically, recent research suggests that presenting information in a foreign language helps reasoners make better choices. However, this piece aims at making scholars aware of a blind spot in this stream of research. In particular, research on FLE has imported only one view of judgment and decision-making, in which the heuristics that people use are seen as conducive to biases and, in turn, to costly mistakes. But heuristics are not necessarily a liability, and this article indicates two routes to push forward research on FLE in judgment and decision-making. First, research on FLE should be expanded to explore also classes of fast and frugal heuristics, which have been shown to lead to accurate predictions in several contexts characterized by uncertainty. Second, research on FLE should be open to challenge the interpretations given to previous FLE findings, since alternative accounts are plausible and not ruled out by evidence.