Exploring how consumers cope with online behavioral advertising

Ham, Chang Dae

doi:10.1080/02650487.2016.1239878

Cited by 132 publications

(120 citation statements)

References 78 publications

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“…Perceived severity of online privacy threat. People's perceptions of the severity of the collection, usage, and sharing of their online behavior was measured by asking participants to what extent they agreed with the following statements (1 = strongly disagree, 7 = strongly agree): "Having companies collect my online behavior is a problem for me," "Having companies use my online behavior to show me advertisements is a problem for me," and "Having companies share my online behavior with other companies is a problem for me" (based on Ham, 2017). The mean of the three items is used as a measure of perceived severity (eigenvalue = 2.57, explained variance = 85.71; Cronbach's α = .92, M = 5.60, SD = 1.50).…”

Section: Methodsmentioning

confidence: 99%

Exploring Motivations for Online Privacy Protection Behavior: Insights From Panel Data

Boerman

Kruikemeier

Borgesius

2018

Communication Research

144

121

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Personally managing and protecting online privacy has become an essential part of everyday life. This research draws on the protection motivation theory (PMT) to investigate privacy protective behavior online. A two-wave panel study (N = 928) shows that (1) people rarely to occasionally protect their online privacy and (2) people most often delete cookies and browser history or decline cookies to protect their online privacy. In addition, (3) the perceived threat is high: People perceive the collection, usage, and sharing of personal information as a severe problem to which they are susceptible. The coping appraisal is mixed: Although people do have confidence in some protective measures, they have little confidence in their own efficacy to protect their online privacy. Moreover, privacy protective behavior is affected by perceived severity and response efficacy. These findings emphasize the relevance of the PMT in the context of privacy threats, and have important implications for regulators.

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Section: Methodsmentioning

confidence: 99%

Exploring Motivations for Online Privacy Protection Behavior: Insights From Panel Data

Boerman

Kruikemeier

Borgesius

2018

Communication Research

144

121

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“…Past research in the online context indeed showed that increased levels of self-efficacy led higher motivation for different protective behaviors, such as installing anti-virus programs (Lee et al, 2008). In the advertising context, self-efficacy has been shown to lead to avoidance of online behavioral advertising (Ham, 2017). At the same time, more knowledgeable and aware consumers have been shown to feel more able to protect themselves (regardless if they were actually able to do so, Xiao et al, 2014).…”

Section: Knowledge and Perceived Self-efficacy And Efficacy Of Opt-oumentioning

confidence: 98%

Protective behavior against personalized ads: Motivation to turn personalization off

Strycharz¹,

Noort²,

Smit³

et al. 2019

Cyberpsychology

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Data collection and processing for personalized advertising has become a common practice in the industry. For this reason, regulators have been aiming to empower consumers to exercise more control over their data. Companies that collect and process data for personalized advertising are required to be transparent and among others, provide consumers with technical knowledge about the personalization process. At the same time, they have started offering settings to withdraw consent for processing data for personalization purposes by opting out from personalized advertising. However, such opt-out functions remain mostly unused. Thus, this study investigates first, if technical knowledge about personalization empowers consumers to use such opt-out functions and second, what mechanisms can explain the empowering impact of knowledge. Drawing on Rogers’ (1975) protection motivation theory (PMT) and applying an innovative combination of traditional (online experiment, N = 425, Mage = 48) and computational (online behavior tracking, N = 80, Mage = 48) research methods, the study shows that technical knowledge has no empowering effect on consumers by indirectly lowering opt-out motivation and behavior. The results also demonstrate that perceived severity and response efficacy increase motivation to opt-out, while positive attitude towards personalization and perceived self-efficacy lower it. Being one of the first studies to apply PMT to personalization context and computational methods to measure opt-out, it offers several important societal and theoretical implications regarding consumer empowerment and personalized advertising online.

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“…The ads is categorized as online behavioral advertising that tracks and compiles individual internet user's online behavioral data, such as what websites he visited, how long he stayed there, and what they did (e.g., shopping; searching; surfing) (Ham, 2017). OBA allows internet ad network companies to predict individual consumers' specific interests and preferences in a timely manner and as a result, to selectively expose consumers to advertising tailored specifically to them (Ham, 2017). E-marketplaces use the principle of behavioral tailoring to display ads that correspond to each consumer's online activities and personal characteristics.…”

Section: Introductionmentioning

confidence: 99%

Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-Marketplace

Fachryto

Achyar

2018

Sriwijaya Int. J. of Dynamic Eco. And Buss.

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Internet user increase certainly support e-commerce growth. So some e-commerce companies perform online behavioral advertising (OBA) to get consumers as much as possible. The current study uses retargeted ads as a kind of the latest OBA which most of e-marketplaces in Indonesia implement the ads. Survey in the form of questionnaire from 261 respondents. The respondents were showed by author the example of e-marketplace’s online behavioral advertising picture and video first before answering the questionnaire. It is intended to recall respondents that they have ever seen ads similar to OBA. The result of this study revealed that OBA threatened consumer privacy, so led to cognitive and affective reactance. Perceived ad intrusiveness also had positive effect on perceived threat. OBA led negative attitude toward the ad and finally negative consumer purchase intention toward product which displayed on OBA.

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Exploring how consumers cope with online behavioral advertising

Cited by 132 publications

References 78 publications

Exploring Motivations for Online Privacy Protection Behavior: Insights From Panel Data

Exploring Motivations for Online Privacy Protection Behavior: Insights From Panel Data

Protective behavior against personalized ads: Motivation to turn personalization off

Effect of Online Behavioral Advertising Implementation on Attitude Toward Ad and Purchase Intention in Indonesian E-Marketplace

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