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

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.