Are Consumers Put off by Retargeted Ads on Social Media? Evidence for Perceptions of Marketing Surveillance and Decreased Ad Effectiveness
Volume: 64, Issue: 2, Pages: 298 - 319
Published: May 1, 2020
Abstract
Consumers have described retargeted ads as “creepy,” possibly because these ads cue consumers that marketers are collecting personal data. Participants (N = 280) were either exposed to an ad that was targeted to past online behaviors or a general product ad. Behavioral targeting had a positive direct effect on purchase intent, but it also set off a negative indirect effect. Those exposed to behavioral targeting experienced increased perceived...
Paper Details
Title
Are Consumers Put off by Retargeted Ads on Social Media? Evidence for Perceptions of Marketing Surveillance and Decreased Ad Effectiveness
Published Date
May 1, 2020
Volume
64
Issue
2
Pages
298 - 319
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