Why Am I Getting This Ad? How the Degree of Targeting Disclosures and Political Fit Affect Persuasion Knowledge, Party Evaluation, and Online Privacy Behaviors

Binder, Alice; Stubenvoll, Marlis; Hirsch, Melanie; Matthes, Jörg

doi:10.1080/00913367.2021.2015727

Cited by 22 publications

(59 citation statements)

References 62 publications

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“…Individuals might perceive targeted ads as more useful or relevant (e.g., de Keyzer et al, 2015), therefore positively shaping recipients' evaluation of the party. This finding aligns with research showing that persuasion knowledge might not automatically lead to rejecting a persuasive appeal (e.g., Binder et al, 2022;Kirmani & Campbell, 2004;Youn & Shin, 2020). Furthermore, we found that higher levels of TK encompass the risk of chilling effect intentions, that is, refraining from future online behavior, such as being on social media or looking for information online.…”

Section: Discussionsupporting

confidence: 90%

“…Next to PPI, recipients also need to develop beliefs that an advertiser's action is a tactic (Campbell & Kirmani, 2008). Following previous research (Binder et al, 2022), we refer to this PKM dimension as targeting knowledge (TK), defined as the extent to which people possess beliefs and the awareness that targeting procedures were applied. Research shows that people possess limited knowledge about political behavioral targeting (Dobber et al, 2019).…”

Section: The Persuasion Knowledge Modelmentioning

confidence: 99%

“…However, as outlined above, we expect high levels of PPI. Therefore, we only control for its mediating mechanism in our model and center our study on the dimensions of TK and PMI (see Binder et al, 2022).…”

Section: The Persuasion Knowledge Modelmentioning

confidence: 99%

“…These were tailored to participants' age group, gender, and location, next to a statement that the party wanted to reach people similar to the party's "customer," also called lookalike audiences. The aim was to increase participants' feelings of being targeted (see Binder et al, 2022).…”

Section: Design and Proceduresmentioning

confidence: 99%

“…As a result, we focus on the fit dimensions of political and issue fit of TPA and investigate how these factors interact with one another and in combination with targeting disclosures. In this study, we operationalize political fit as the match between individuals' party preferences and the sources' partisan ideology (Binder et al, 2022) and the issue fit in terms of issue proximity, that is, the match between the geographical closeness of the message conveyed in TPA and the message recipient.…”

mentioning

confidence: 99%

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The Influence of Political Fit, Issue Fit, and Targeted Political Advertising Disclosures on Persuasion Knowledge, Party Evaluation, and Chilling Effects

Hirsch,

Binder,

Matthes

2023

Social Science Computer Review

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The availability of online data has altered the role of social media. By offering targeted online advertising, that is, persuasive messages tailored to user groups, political parties profit from large data profiles to send fine-grained advertising appeals to susceptible voters. This between-subject experiment ( N = 421) investigates the influence of targeted political advertising disclosures (targeting vs. no-targeting disclosure), political fit (high vs. low), and issue fit (high vs. low) on recipients’ party evaluation and chilling effect intentions. The mediating role of targeting knowledge (TK) and perceived manipulative intent (PMI), two dimensions of persuasion knowledge, are investigated. The findings show that disclosing a targeting strategy and a high political fit activated individuals’ TK, that is, their recognition that their data had been used to show the ads, which then increased the evaluation of the political party and individuals’ intentions to engage in future chilling effect behaviors. High political fit decreased individuals’ reflections about the appropriateness of the targeted political ads (i.e., PMI), which then increased party evaluation. Issue fit did not affect individuals’ persuasion knowledge.

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Section: Discussionsupporting

confidence: 90%

Section: The Persuasion Knowledge Modelmentioning

confidence: 99%

Section: The Persuasion Knowledge Modelmentioning

confidence: 99%

Section: Design and Proceduresmentioning

confidence: 99%

mentioning

confidence: 99%

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The Influence of Political Fit, Issue Fit, and Targeted Political Advertising Disclosures on Persuasion Knowledge, Party Evaluation, and Chilling Effects

Hirsch,

Binder,

Matthes

2023

Social Science Computer Review

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Friestad & Wright (1994): The Persuasion Knowledge Model

Beckert

2024

Schlüsselwerke Für Die Strategische Kommunikationsforschung

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For Your Eyes Only?

Jansen,

van Ooijen

2024

Journal of Media Psychology

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By means of their personal data, users on social media platforms get targeted to be persuaded by political advertisers with messages that are specifically tailored to them: political microtargeting. A substantial problem with political microtargeting is that receivers of targeted advertisements are often unaware that they are being targeted. Increasing transparency to improve awareness potentially leads to a more critical way of processing the information in an advertisement. Moreover, the use of these measures could lead to differences in users’ attention to the advertisement. Therefore, this study investigates whether a disclosure that informs users about targeting practices occurring on Instagram relates to more visual attention to the disclosure, whether this relates to more critical processing of the advertisement, and whether this relationship is mediated by users’ visual attention to the advertisement. In a preregistered one-factorial between-subjects laboratory eye-tracking experiment ( N = 134), we exposed participants to an Instagram timeline containing either a sponsorship disclosure (control condition) or a more informative targeting disclosure (experimental condition). Results show that the targeting disclosure did not relate to higher levels of visual attention to the disclosure, but that attention to the disclosure was positively related to more critical processing as well as participants’ visual attention to the ad. Nevertheless, the relation between attention to the disclosure and critical processing was not mediated by attention to the advertisement. Finally, we believe that these disclosures represent a step forward in improving transparency and shielding users.

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Why Am I Getting This Ad? How the Degree of Targeting Disclosures and Political Fit Affect Persuasion Knowledge, Party Evaluation, and Online Privacy Behaviors

Cited by 22 publications

References 62 publications

The Influence of Political Fit, Issue Fit, and Targeted Political Advertising Disclosures on Persuasion Knowledge, Party Evaluation, and Chilling Effects

The Influence of Political Fit, Issue Fit, and Targeted Political Advertising Disclosures on Persuasion Knowledge, Party Evaluation, and Chilling Effects

Friestad & Wright (1994): The Persuasion Knowledge Model

For Your Eyes Only?

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