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.
Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers
Abstract: Given the increasing number of personalized ads and the prevalence of media multitasking, understanding the impact of online privacy concern on ad outcomes is important. However, the interaction effects between […]
Increasing the Efficacy of Emotional Appeal Ads on Online Video Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior
Abstract: Using an experimental tool that tracks the viewers’ real-time ad skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of […]
