Getting Personal in Public!? How Consumers Respond to Public Personalized Advertising in Retail Stores
Abstract
Retailers are now expanding personalized advertising into consumers’ public life (e.g., via digital in-store displays). Little research has examined how consumers respond to such public personalized advertising (PPA). Grounded in theory on impression management and consumers’ self-concept, three experiments examine when and why social presence and configurations of ad-self-congruity affect consumer responses to PPA negatively or positively. This...
Paper Details
Title
Getting Personal in Public!? How Consumers Respond to Public Personalized Advertising in Retail Stores
Published Date
Sep 1, 2020
Journal
Volume
96
Issue
3
Pages
344 - 361
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History