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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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5.3b Getting a Little Too Personal? Positive and Negative Effects of Personalized Advertising on Online Multitaskers

Saturday, March 30, 2019 at 11:00 AM–12:30 PM CDT
3-Bordeaux
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.

First & Corresponding Author

Jihoon (Jay) Kim, University of Georgia
Authors in the order to be printed.

Jihoon Kim, University of Georgia; Bart Wojdynski, University of Georgia; Taeyeon Kim, University of Georgia; Hyoyeun Jun, University of Georgia

Additional Authors

Bartosz Wojdynski, University of Georgia
Taeyeon Kim, University of Georgia
Hyoyeun Jun, University of Georgia
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