Getting a Little Too Personal? Positive and Negative Effects of Personalized Advertising on Online Mutitaskers.

Accepted for presentation at the 2019 American Academy of Advertising (AAA) Annual Conference, March 2019, Dallas, TX.

Accepted for presentation at the 2019 American Academy of Advertising (AAA) Annual Conference, March 2019, Dallas, TX.

Abstract: A between-subjects experiment tested the effects of medium (location-based) and high (individually tailored) personalized advertising on online news readers, half of whom also paid attention to a podcast while reading. Results showed that the main effect of multitasking was not significant, suggesting that no significant difference in attitude toward the ad emerged between the multitasking and single-tasking conditions. However, in terms of level of ad personalization, a significant main effect on attitude toward the ad was detected. Participants who were exposed to the more personalized ad showed a less favorable attitude toward the ad than those who were exposed to less personalized ad. Moreover, the negative impact of the personalized ad message on ad evaluation was fully mediated by privacy concern. Theoretical and managerial implications are discussed.

Hyoyeun Jun  Taeyeon Kim  Jihoon (Jay) Kim  Bartosz Wojdynski 

Related Research


How level of personalization affects the effectiveness of personalized ad messages: The moderating role of narcissism.

ABSTRACT: This study examined the effects of two different levels of personalization strategies (individual-level vs. group-level) on consumers’ visual and attitudinal responses to personalized advertising. The study further investigated the moderating role of recipients’ narcissism in the effect of personalization. Results showed that individuals higher in narcissism pay greater and more frequent attention to advertisements […]

Bartosz Wojdynski
read more