iSpy? Tailored versus Invasive Ads and Consumers’ Perceptions of Personalized Advertising

Gironda, John T.; Korgaonkar, Pradeep K.

doi:10.1016/j.elerap.2018.03.007

Cited by 66 publications

(52 citation statements)

References 78 publications

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“…In this context, to better characterize this relation, we could rely on the overt manipulation of the stimuli (i.e., commercial offers) both to elicit diverse attitudes of disfavor and favor in the customers and, consequently, to impact consumers' decision (i.e., different willingness to pay). Indeed, the modulation of a commercial through the amount of provided information and the personalization of the message may have a significant influence on consumers' attitudes and final choice (Hahn et al, 1992 ; Coulter et al, 2001 ; Goldsmith and Freiden, 2004 ; Xu, 2006 ; Ünal et al, 2011 ; Bostrom et al, 2013 ; Boerman et al, 2017 ; Gironda and Korgaonkar, 2018 ), with a possible impact also on the FAA and on the consequent relation between these variables. Specifically, when information is limited, customers hardly undertake an in-depth commercial evaluation and an accurate final decision; conversely, when the information load increases, the capacity for information processing and the consistency of decision-making increase (Hahn et al, 1992 ).…”

Section: Introductionmentioning

confidence: 99%

The Relation Between Consumers' Frontal Alpha Asymmetry, Attitude, and Investment Decision

et al. 2021

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The frontal alpha asymmetry (FAA) is a neurophysiological measure of motivation and preference. Despite the FAA is associated to commercial pleasantness, conflicting evidence emerged in the literature regarding its relationship with behavior. To study the association between FAA and consumers' decision, we manipulated a commercial script to elicit diverse consumers' attitudes and decisions and to evaluate whether the FAA score is associated to their final investment. A little informative script (S1) was used to polarize consumers' attitudes and investments toward unfavorable scores, while a more personalized message (S2) to elicit in customers a favorable attitude and higher investments. Twenty-one participants listened to the scripts, and their FAA, attitude, and monetary investment were measured. In S1, the FAA did not correlate with neither attitude nor the investment decision, while a robust negative correlation between these variables was found in S2. No other peripheral body and neural measures associated with attitude or final decision. Our data suggest that the FAA correlates with attitude and decision, when a commercial script is customized and provides an adequate information, likely leading the consumer to a more reasoned and planned decision-making process. When facilitating a favorable attitude toward an offer, the negative correlation of FAA and behavior may reflect the involvement of a control system, whose role is to monitor and govern possible conflicts between approach and avoidance motivations. This observation provides additional indication on the value of FAA as a marker of consumer behaviors, and how it could be affected by experimental and contextual bias.

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Section: Introductionmentioning

confidence: 99%

The Relation Between Consumers' Frontal Alpha Asymmetry, Attitude, and Investment Decision

et al. 2021

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“…As mentioned by Bang and Wojdynski [71], personalized ads are much more effective in attracting consumers' attention than non-personalized advertisements. On the other hand, Gironda and Korgaonkar [66] suggested that a number of factors, such as invasiveness, privacy control, perceived usefulness, and consumer innovativeness, are part of the user cognitive process when users are confronted with micro-targeted ads. In addition, Bleier and Eisenbeiss [95] presented the results of their lab study showing that more trusted retailers can increase the effectiveness of their ads by very narrow targeting without generating privacy concerns.…”

Section: Discussionmentioning

confidence: 99%

“…Research on how personalization affects consumer behavior is very extensive [62]. Many researchers have already tested the impact of exclusively tailored advertising in traditional media [63], [64], in the online environment including social media and websites [65], [66], and in the context of mobile devices [67], [68]. The up-to-date findings prove that the impact of personalized advertising is ambiguous and may lead to very opposite responses from targeted users.…”

Section: User Reactiveness To Personalized Advertisingmentioning

confidence: 99%

Computer Estimation of Customer Similarity With Facebook Lookalikes: Advantages and Disadvantages of Hyper-Targeting

Semerádová

Weinlich

2019

IEEE Access

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The advertising systems and the algorithms they use are constantly evolving and expanding the possibilities for reaching potential customers. Hyper-targeting (also called microtargeting) is the use of detailed customer data and marketing automation to deliver highly targeted and personalized messages across a large number of channels. These campaigns are designed to appeal to specific people or small groups of customers. By using the ability to process large amounts of data through innovations, such as predictive analytics, marketers can gain a deeper understanding of their audiences, focusing on specific accounts and not on the entire segments. This reportedly allows B2B brands to target customers directly and provide unique personal and highly relevant experiences. However, the scientific evidence to support this claim is missing. Some previous studies even suggest a negative impact of highly personalized advertising content on user reactiveness and purchase behavior. In this article, we test the effects of different levels of personalized advertisements using the advanced campaign targeting tool called Facebook Lookalike Audiences. Facebook Lookalike Audiences works on the basis of the estimation of customer similarity based on the characteristics of a custom audience, as defined by the advertiser. We examine the performance of various targeting settings using data from 840 Facebook ads with different personalization levels. These advertisements are compared in terms of reach, number of reactions, frequency of impressions, number of clicks, average time spent on a website, number of viewed pages, number of conversions, and profitability. We believe that the findings presented in this article help clarify the factors that influence user reactiveness toward personalized online advertising using evidence from actual Facebook ad sets.

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“…(Culotta & Cutler, 2016;Bilgihan, Barreda, Okumus & Nusair, 2016;Singh & Rana, 2017). Gironda & Korgaonkar (2018) examined consumers perception of personalized advertising. The study, which aimed to assess the effects of consumer perceptions of personalized advertising on purchase intention found that factors such as invasiveness, privacy controls, consumer innovativeness and perceived usefulness influenced how consumers perceived personalized advertisements.…”

Section: Consumer Perceptionmentioning

confidence: 99%

Consumer perceptions of real-time marketing used in campaigns for retail businesses

Tar¹,

Wiid²

2021

IJRBS

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This research empirically investigates consumers’ perception of real-time marketing as a marketing tool that is increasingly being used by businesses. Based on the review of literature, the paper aims to delve into real-time marketing and explore the elements of real-time marketing that influence consumers' perception of RTM campaigns. This study adopted a quantitative methodology. A total of 201 consumers completed an online survey in Gauteng, South Africa. To identify underlying factors that influence the consumer's perception of various real-time marketing campaigns, exploratory factor analysis was conducted. Descriptive statistic was used to provide a further summary of the basic characteristics of the sample. The research findings indicate that consumers value real-time marketing communication campaigns that offer value. Consumers' perception of value includes any real-time marketing campaign that offers some financial gain in the form of immediate and personalized discounts. This research provides retailers with a greater understanding of what consumers perceive as valuable and what they regard as clutter when it comes to real-time marketing campaigns

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iSpy? Tailored versus Invasive Ads and Consumers’ Perceptions of Personalized Advertising

Cited by 66 publications

References 78 publications

The Relation Between Consumers' Frontal Alpha Asymmetry, Attitude, and Investment Decision

The Relation Between Consumers' Frontal Alpha Asymmetry, Attitude, and Investment Decision

Computer Estimation of Customer Similarity With Facebook Lookalikes: Advantages and Disadvantages of Hyper-Targeting

Consumer perceptions of real-time marketing used in campaigns for retail businesses

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