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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)
An Algorithm for the Automated Interpretation of Cardiac Auscultation
Title
An Algorithm for the Automated Interpretation of Cardiac Auscultation.
Creator
Lieber, Claude, Erdol, Nurgun, Florida Atlantic University, College of Engineering and Computer Science, Department of Computer and Electrical Engineering and Computer Science
Abstract/Description
Cardiac auscultation, an important part of the physical examination, is difficult for many primary care providers. As a result, diagnoses are missed or auscultatory signs misinterpreted. A reliable, automated means of interpreting cardiac auscultation should be of benefit to both the primary care provider and to patients. This paper explores a novel approach to this problem and develops an algorithm that can be expanded to include all the necessary electronics and programming to develop such...
Show moreCardiac auscultation, an important part of the physical examination, is difficult for many primary care providers. As a result, diagnoses are missed or auscultatory signs misinterpreted. A reliable, automated means of interpreting cardiac auscultation should be of benefit to both the primary care provider and to patients. This paper explores a novel approach to this problem and develops an algorithm that can be expanded to include all the necessary electronics and programming to develop such a device. The algorithm is explained and its shortcomings exposed. The potential for further development is also expounded.
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Date Issued
2016
PURL
http://purl.flvc.org/fau/fd/FA00004609, http://purl.flvc.org/fau/fd/FA00004609
Subject Headings
Phonocardiography., Signal processing., Pattern recognition systems., Imaging systems in medicine., Decision support systems., Medicine--Data processing.
Format
Document (PDF)