Title

Privacy Tradeoffs, Localized Deals, and Consumer Acceptance of Mobile Advertising

Document Type

Conference Proceeding

Publication Date

8-2019

Abstract

This study explores consumer acceptance of mobile advertising, using a nationally representative sample of U.S. adults from the Simmons National Consumer Survey (N=19,657). Consistent with privacy calculus theory, willingness to make privacy trade-offs positively predicted acceptance of mobile advertising. However, desire for a specific trade-off (local deals) was a stronger predictor than a more general theoretical willingness to make privacy trade-offs. Privacy self-efficacy positively predicted mobile ad acceptance, while Internet use had a negative effect. (http://www.aejmc.org/home/2019/05/advd-2019-abstracts/ )

Comments

Second top paper award, Advertising Division Open Research Competition. Manuscript submitted for blind-peer review.

Publisher

Association for Education in Journalism and Mass Communication (AEJMC)

Place

Toronto, ON

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