Title

Are Consumers Put off by Retargeted Ads on Social Media? Evidence for Perceptions of Marketing Surveillance and Decreased Ad Effectiveness

Document Type

Article

Publication Date

5-1-2020

Abstract

© 2020, © 2020 Broadcast Education Association. Consumers have described retargeted ads as “creepy,” possibly because these ads cue consumers that marketers are collecting personal data. Participants (N = 280) were either exposed to an ad that was targeted to past online behaviors or a general product ad. Behavioral targeting had a positive direct effect on purchase intent, but it also set off a negative indirect effect. Those exposed to behavioral targeting experienced increased perceived marketing surveillance, which led to increased threat, increased psychological reactance, negative attitudes toward the ad, and negative purchase intention. The indirect cost of perceived marketing surveillance on purchase intent was 4.5 percent.

Publication Name

Journal of Broadcasting and Electronic Media

Volume Number

64

First Page

298

Last Page

319

Issue Number

2

DOI

10.1080/08838151.2020.1767292

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