| Popis: |
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. |
