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Tailored vs. invasive advertising: an empirical examination of antecedents and outcomes of consumers’ attitudes toward personalized advertising
Title
Tailored vs. invasive advertising: an empirical examination of antecedents and outcomes of consumers’ attitudes toward personalized advertising.
Creator
Gironda, John, Korgaonkar, Pradeep, Florida Atlantic University, College of Business, Department of Marketing
Abstract/Description
Personalized advertising represents an emerging trend in online advertising. Using enhanced data collection techniques, marketers can craft seemingly made to order advertisements tailored to specific individuals. In turn, this should lead to advertisements that are more relevant for consumers and more effective for marketers. Therefore, personalized advertising has the potential to benefit both consumers and firms alike. However, consumer acceptance of the technique remains a huge hurdle, as...
Show morePersonalized advertising represents an emerging trend in online advertising. Using enhanced data collection techniques, marketers can craft seemingly made to order advertisements tailored to specific individuals. In turn, this should lead to advertisements that are more relevant for consumers and more effective for marketers. Therefore, personalized advertising has the potential to benefit both consumers and firms alike. However, consumer acceptance of the technique remains a huge hurdle, as many consumers seem uncomfortable with the practice due in part to privacy concerns over the vast amounts of data collected and analyzed when generating personalized advertisements. Therefore, it is critical to garner a better understanding of consumers’ attitudes towards personalized advertising in order to be able to use those insights to alleviate consumer privacy concerns. The purpose of this research is to work towards developing a more thorough understanding of consumers’ attitudes towards personalized advertising by exploring the antecedents and outcomes of those attitudes. In particular, we examine what factors determine whether personalized advertising is perceived favorably vs. invasively by consumers and what effects those perceptions have on consumers’ attitudes and intentions. The research lends contributions to academicians, marketing practitioners, and consumers by helping to achieve an increased understanding of personalized advertising’s impact on consumers’ perceptions. The empirical study employed in this research utilizes a conceptual framework that integrates privacy calculus theory with previous research on invasiveness, advertising acceptance, and innovation adoption. In addition, this research contributes to the marketing and information privacy literatures by making a theoretical connection between perceived invasiveness and its relationship with privacy concerns, as well as its impact on consumers’ attitudes and behavioral intentions. The results from the empirical research reveal that a number of constructs, such as perceived invasiveness, privacy concerns, perceived usefulness, and consumer innovativeness demonstrate significant relationships with consumers attitudes and behavioral intentions in the context of personalized advertising. Implications for managers, researchers, and consumers are discussed.
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Date Issued
2014
PURL
http://purl.flvc.org/fau/fd/FA00004114, http://purl.flvc.org/fau/fd/FA00004114
Subject Headings
Consumer behavior, Consumer relations, Decision support systems, Information display systems, Marketing -- Management, Relationship marketing
Format
Document (PDF)
MARKETING STRATEGY FOR A NEW PREPARATORY SCHOOL IN MEXICO CITY
Title
MARKETING STRATEGY FOR A NEW PREPARATORY SCHOOL IN MEXICO CITY.
Creator
PASQUEL, RAUL MIRANDA., Florida Atlantic University, Stroh, Thomas F., College of Business, Department of Marketing
Abstract/Description
The marketing strategy for a new preparatory school in Mexico City is based on a careful research of the market represented by students about to finish middle education and of their parents. This pointed out needs, wishes and interests of young people and the aims and aspirations of their parents in relation with the educational growth of their offspring. This thesis starts from the description of educational problems in Mexico as well as different levels and systems now applied in education....
Show moreThe marketing strategy for a new preparatory school in Mexico City is based on a careful research of the market represented by students about to finish middle education and of their parents. This pointed out needs, wishes and interests of young people and the aims and aspirations of their parents in relation with the educational growth of their offspring. This thesis starts from the description of educational problems in Mexico as well as different levels and systems now applied in education. It shows the distribution of the students population, to obtaining such conclusions that facilitated the design of a model junior college to be made a reality having a main objective of defining a unique philosophy, establishing an organization and designing academic plans and programs.
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Date Issued
1975
PURL
http://purl.flvc.org/fcla/dt/13701
Subject Headings
Business Administration, Marketing
Format
Document (PDF)
MARKETING HEALTH CARE PRODUCTS TO THE FEDERAL GOVERNMENT
Title
MARKETING HEALTH CARE PRODUCTS TO THE FEDERAL GOVERNMENT.
Creator
VAN ZANDT, RUSSELL D., Florida Atlantic University, Zimmerer, Thomas W., College of Business, Department of Marketing
Abstract/Description
The marketing of any product to the Federal Government is different than the normal non-governmental marketing effort. The marketing of health care products to the Federal Government is more unique due to the influence of the medical community, professional jealousy among Federal agencies and departments, and the varied types of health care delivery systems within the Federal Government. This study investigates the method, procedures, protocol and scope of those Federal agencies that procure...
Show moreThe marketing of any product to the Federal Government is different than the normal non-governmental marketing effort. The marketing of health care products to the Federal Government is more unique due to the influence of the medical community, professional jealousy among Federal agencies and departments, and the varied types of health care delivery systems within the Federal Government. This study investigates the method, procedures, protocol and scope of those Federal agencies that procure health care products. It explores the role of associations in this marketing effort and also details legislative and regulatory efforts regarding this activity. Recommendations and conclusions are made regarding the most effective use of available methods of marketing, the probable outcome of pending legislation, the probable future of Federal Government procurement and its effect on the Federal Health Care market.
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Date Issued
1974
PURL
http://purl.flvc.org/fcla/dt/13702
Subject Headings
Business Administration, General
Format
Document (PDF)
Study of Relationships within Marketing Channels in the United States Metal Building Industry
Title
A Study of Relationships within Marketing Channels in the United States Metal Building Industry.
Creator
Daugherty, Thomas Patrick, Florida Atlantic University, Stroh, Thomas F., Department of Marketing, College of Business
Abstract/Description
"The strength of the metal building industry lies in a loyal long term dealer-manufacturer relationship." This quote was the beginning statement made during an interview by Mr. Jerry Bell, Director of the Metal Building Dealer's Association. Mr. Bell has isolated, as most important, a relationship which is responsible for over 800 million dollars of annual sales and the employment of over 14,000 people at the manufacturer's level. Countless others are employed by dealerships in the sales and...
Show more"The strength of the metal building industry lies in a loyal long term dealer-manufacturer relationship." This quote was the beginning statement made during an interview by Mr. Jerry Bell, Director of the Metal Building Dealer's Association. Mr. Bell has isolated, as most important, a relationship which is responsible for over 800 million dollars of annual sales and the employment of over 14,000 people at the manufacturer's level. Countless others are employed by dealerships in the sales and construction of this relatively new system of construction which has made significant market penetration in the non-residential low rise construction market. The relative well being of this important dealer-manufacturer relationship is the subject of this study.
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Date Issued
1980
PURL
http://purl.flvc.org/fcla/dt/14034
Subject Headings
Buildings, Prefabricated--Trade and manufacture, Buildings, Prefabricated--United States--Marketing
Format
Document (PDF)

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