When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising

We examine the boundary conditions of online personalized advertising by investigating when it is perceived as acceptable and when negative feelings predominate. We conducted a 4 (type of information) x 2 (sharing of information) x 3 (personalized pricing) scenario-based experiment among a represent...

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Autores principales:	Sophie C. Boerman, Sanne Kruikemeier, Nadine Bol
Formato:	article
Lenguaje:	EN
Publicado:	Elsevier 2021
Materias:	Personalized advertising Perceptions Consumer attitudes Privacy Resistance Scenario-based experiment Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
Acceso en línea:	https://doaj.org/article/e16f0633acbe443b81077e1a19fddd45
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spelling	oai:doaj.org-article:e16f0633acbe443b81077e1a19fddd452021-12-01T05:04:57ZWhen is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising2451-958810.1016/j.chbr.2021.100144https://doaj.org/article/e16f0633acbe443b81077e1a19fddd452021-08-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2451958821000920https://doaj.org/toc/2451-9588We examine the boundary conditions of online personalized advertising by investigating when it is perceived as acceptable and when negative feelings predominate. We conducted a 4 (type of information) x 2 (sharing of information) x 3 (personalized pricing) scenario-based experiment among a representative sample of the Dutch population (N = 1244). Results suggest that, in general, people hold quite negative attitudes towards personalized advertising. Furthermore, ads that use individual-specific and private information (i.e., email content and name), when personal information is shared with other parties, and a higher personalized price all led to lower perceptions of personalized advertising and more resistance to the context (the website), message (the ad), and source (the advertiser). In addition, we find a tipping point: ads that present a higher price based on personal information led to even stronger negative perceptions. For advertisers, our findings imply that boundaries can be crossed in personalizing advertising.Sophie C. BoermanSanne KruikemeierNadine BolElsevierarticlePersonalized advertisingPerceptionsConsumer attitudesPrivacyResistanceScenario-based experimentElectronic computers. Computer scienceQA75.5-76.95PsychologyBF1-990ENComputers in Human Behavior Reports, Vol 4, Iss , Pp 100144- (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Personalized advertising Perceptions Consumer attitudes Privacy Resistance Scenario-based experiment Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
spellingShingle	Personalized advertising Perceptions Consumer attitudes Privacy Resistance Scenario-based experiment Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990 Sophie C. Boerman Sanne Kruikemeier Nadine Bol When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising
description	We examine the boundary conditions of online personalized advertising by investigating when it is perceived as acceptable and when negative feelings predominate. We conducted a 4 (type of information) x 2 (sharing of information) x 3 (personalized pricing) scenario-based experiment among a representative sample of the Dutch population (N = 1244). Results suggest that, in general, people hold quite negative attitudes towards personalized advertising. Furthermore, ads that use individual-specific and private information (i.e., email content and name), when personal information is shared with other parties, and a higher personalized price all led to lower perceptions of personalized advertising and more resistance to the context (the website), message (the ad), and source (the advertiser). In addition, we find a tipping point: ads that present a higher price based on personal information led to even stronger negative perceptions. For advertisers, our findings imply that boundaries can be crossed in personalizing advertising.
format	article
author	Sophie C. Boerman Sanne Kruikemeier Nadine Bol
author_facet	Sophie C. Boerman Sanne Kruikemeier Nadine Bol
author_sort	Sophie C. Boerman
title	When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising
title_short	When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising
title_full	When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising
title_fullStr	When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising
title_full_unstemmed	When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising
title_sort	when is personalized advertising crossing personal boundaries? how type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising
publisher	Elsevier
publishDate	2021
url	https://doaj.org/article/e16f0633acbe443b81077e1a19fddd45
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When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising

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