Who paid for what? The role of visual attention to content and disclosures in Facebook political advertising

Paper presented at the 102nd Annual Association for Education in Journalism and Mass Communication (AEJMC) Conference, Toronto, Ontario, Canada.

Abstract: The present study sought to define and test the effects of “mistargeting” – that is, the phenomenon in which consumers are delivered online behavioral advertising (OBA) that has served them an irrelevant ad based on misinterpreted characteristics. Results of a 2 (ad mechanism disclosure: present/absent) x 2 (targeted ad accuracy: high/low) between-subjects experiment (N = 109) show that mistargeting produces higher reactance than simple low ad relevance, and subsequent negative effects for brands.

Matthew Binford  Bartosz Wojdynski  Shuoya Sun  Yen-I Lee 

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