Juxtaposing the persuasion knowledge model and privacy paradox: An experimental look at advertising personalization, public policy and public understanding

Abstract

Recent studies suggest the expanding collection and use of big data by advertisers to target messages to consumers based on their location, demographics and online behaviors is escalating information privacy (Castro, 2011). However, less than 37% of U.S. Internet users are familiar with the AdChoices Icon (eMarketer, 2015), and 52% incorrectly believe that privacy policies ensure the confidentiality of their personal information (Pew, 2014). To examine the complexities of the privacy paradox, the present study utilizes a 2x2x2 experiment (N = 382)

Understanding the influence of perceived susceptibility to addressable TV advertising targeting children on parents’ purchase intentions

“…To avoid calling attention to any potential misuse of individuals' personal data, addressable TV advertisers should seek to enhance consumer experiences by presenting them with relevant ads in a transparent and respectful manner. For example, by using first-party data (derived from consumers' direct interactions with a brand) rather than third-party data collected covertly for ad targeting (Brinson et al, 2018), or by adding disclosures to addressable TV ads to increase awareness of the ad's purpose without discouraging consumer response (Daems et al, 2019;Brinson and Eastin, 2016).…”

Effects of Website Credibility and Brand Trust on Responses to Online Behavioral Advertising

“…This security feeling is grounded on the trust and expectation that the personal information will be responsibly managed and used by pertinent parties (Ho & Chau, 2013;Okazaki et al, 2009). Past research has demonstrated the importance of trust in the online marketer in enhancing acceptance of general or personalized digital and mobile advertising (Brinson & Eastin, 2016;Jafari et al, 2016).…”

“…Furthermore, studies focusing on the variable of trust were largely conducted in the online shopping context. In these situations, trust is directed towards the online merchant/retailer where the brand/advertiser overlaps with the host website (Chellappa & Sin, 2005;Jai et al, 2013;Miyazaki, 2008;Pavlou, 2003;Stanaland et al, 2011) or trust is operationalized as a global measure for multiple parties (Internet vendors, online companies, the Internet, [e.g., Brinson & Eastin, 2016]). Yet in practice, it is also common for a brand to post personalized ads on an external website, typically using third-party cookies (Penn, 2012).…”

Editorial: The state of online self-disclosure in an era of commodified privacy

“…The fact that five out of six papers in this special issue take social media as their research context indicates how the contemporary research field has been shaped by this social media revolution. The final paper (Brinson & Eastin, 2016) of this special issue reminds us of the fact that not only is online privacy an important good in social media, but internet users are still confronted with data collection practices and personalized advertising during their daily surf sessions online, even when they are not logged in to their favorite social media platforms.…”

“…The final paper (Brinson & Eastin, 2016) of this special issue is an experimental study that aims to further disentangle the complex nature of the privacy paradox. The authors investigate how awareness of personal data collection and aggregation practices affect users' attitudes toward advertisers.…”