 Collective-based ad transparency in targeted hotel advertising: Consumers’ regulatory focus underlying the crowd safety effectJunjun Cheng, Bo Chen and Zihang Huang Journal of Retailing and Consumer Services, 2023, vol. 72, issue C Abstract: Facing transparency requirement of ad generation process, digital marketers need to design proper transparency messages to preempt consumer backlash. Based on crowd psychology literature and the regulatory focus theory, we proposed and tested the crowd safety effect of the collective-based (vs. individual-based) ad transparency strategy with two experimental studies in the context of online hotel booking. Results of two studies consistently demonstrate the crowd safety effect of the collective-based transparency on enhancing hotel booking intention and ad click-through willingness. Furthermore, we found that consumers’ trust toward the ad, rather than privacy concern, mediates this positive effect. These findings help us better understand how social dimensions in ad transparency messages shape consumer responses, as well as the role of consumer trust in promoting targeted ad effectiveness through promotion focused behaviors. Keywords: Hotel advertising; Transparency; Regulatory focus; Crowd safety; Trust (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:72:y:2023:i:c:s0969698923000048 DOI: 10.1016/j.jretconser.2023.103257 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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