Effectiveness of online behavioral targeting: A psychological perspective
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Date
2019
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Elsevier
Access Rights
info:eu-repo/semantics/closedAccess
Abstract
The practice of online behavioral targeting in advertising is one of the hottest issues of contemporary debates about data privacy in the information age. Drawing upon the theory of regulatory focus and the ad value model, the present research focuses on the psychology of the recipient in explaining the effectiveness of online ads customized using behavioral targeting. Results of the present research suggest that the promotion focus level of a consumer has a significant effect on perceptions regarding informativeness and entertainment of a customized online ad, whereas perceived security risk associated with clicking customized online ads has a directly inverse effect on these two constructs, in addition, it increases the irritation caused by behavioral targeting. Further, the effect of ad value dimensions on behavioral ad responses is mediated by the attitude toward the ad and brand attitude. Implications of findings and future research directions are discussed.
Description
Keywords
Retargeting, Online Advertising, Behavioral Targeting, Customized Advertising, Online Consumer Behavior, Regulatory Focus, Perceived Intrusiveness, Consumer Perceptions, Electronic Commerce, Advertising Value, Risk Perceptions, Ads Work, Gratifications, Acceptance, Attitudes
Journal or Series
Electronic Commerce Research and Applications
WoS Q Value
Q1
Scopus Q Value
Q1
Volume
33
