Effectiveness of online behavioral targeting: A psychological perspective

作者：

Highlights：

• Why some people are more receptive to online behavioral targeting than others?

• Promotion focus enhances acceptance of customized online ads via fostering ad value.

• Perceived security risk significantly increases irritation caused by behavioral targeting.

• Attitudes mediate the effect of perceived ad value on ad clicks and searches.

• Implications for policy makers and advertisers are discussed.

摘要

•Why some people are more receptive to online behavioral targeting than others?•Promotion focus enhances acceptance of customized online ads via fostering ad value.•Perceived security risk significantly increases irritation caused by behavioral targeting.•Attitudes mediate the effect of perceived ad value on ad clicks and searches.•Implications for policy makers and advertisers are discussed.

论文关键词：Retargeting,Online advertising,Behavioral targeting,Customized advertising,Online consumer behavior

论文评审过程：Received 2 August 2018, Revised 29 November 2018, Accepted 30 November 2018, Available online 1 December 2018, Version of Record 26 December 2018.

论文官网地址：https://doi.org/10.1016/j.elerap.2018.11.006