The Creepiness Factor: Explaining Conflicting Audience Attitudes Towards Tailored Media Content
In an online survey (N=2,002), attitudes toward tailoring were more favorable when tailoring was less invasive – i.e. when it involved impersonal media functions rather than personal ones, and when it used public rather than private information. Four individual difference models (narcissism; open-mindedness; audience selectivity; online media dependency) were tested. Those who were more narcissistic and more dependent on online media had more positive attitudes toward tailoring and thought more types of tailoring should be allowed.
Association for Education in Journalism and Mass Communication (AEJMC)
Barnard, Lisa, "The Creepiness Factor: Explaining Conflicting Audience Attitudes Towards Tailored Media Content" (2013). Department of Strategic Communication Faculty Publications. 15.