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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)
Do Consumers Forgive and Forget?
Title
Do Consumers Forgive and Forget?.
Creator
Ben Mrad, Selima, Mullen, Michael R., Mangleburg, Tamara, Florida Atlantic University
Abstract/Description
While tension is growing in the Middle East towards the United States due to American foreign policies, hate and anger is rising, and Middle Easterners feel threatened by the United States. It is with such a context in mind that the animosity of consumers in the Middle East is examined and whether that animosity affects the willingness to buy. In this study, the intention is to understand consumers' internal motivations behind their refusal to buy American products. Is it just to express...
Show moreWhile tension is growing in the Middle East towards the United States due to American foreign policies, hate and anger is rising, and Middle Easterners feel threatened by the United States. It is with such a context in mind that the animosity of consumers in the Middle East is examined and whether that animosity affects the willingness to buy. In this study, the intention is to understand consumers' internal motivations behind their refusal to buy American products. Is it just to express anger, to punish the United States, or just to enhance their images, that consumers in the Middle East refuse to buy American products? In addition, the goal is to go a step further and to investigate whether animosity is expressed across different religious groups.
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Date Issued
2008
PURL
http://purl.flvc.org/fau/fd/FA00000300
Subject Headings
Middle East--Economic conditions, Consumer behavior--Middle East, Emotions--Economic aspects, Persuasion (Psychology), United States--Foreign economic relations--21st century
Format
Document (PDF)