Commentary--When Is Less More, and How Much More? Thoughts on the Psychological and Economic Implications of Online Targeting and Obtrusiveness
Leonard M. Lodish () and
Americus Reed, II ()
Additional contact information
Leonard M. Lodish: The Wharton School of the University of Pennsylvania, Philadelphia, Pennsylvania 19104
Americus Reed, II: The Wharton School of the University of Pennsylvania, Philadelphia, Pennsylvania 19104
Marketing Science, 2011, vol. 30, issue 3, 405-408
Abstract:
In a very intriguing and groundbreaking study, Goldfarb and Tucker [Goldfarb, A., C. Tucker. 2011. Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3) 389-404] show that online advertising targeting and obtrusiveness boost purchase intent independently, but not jointly. The authors rule out recall as an explanatory mechanism and provide preliminary evidence that the effect may be driven by privacy concerns. We comment on the substantive importance of this finding by discussing the psychological and economic implications of the effect.
Keywords: online advertising; Internet targeting; pop-up ads; obtrusiveness; reactance; privacy (search for similar items in EconPapers)
Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)
Downloads: (external link)
http://dx.doi.org/10.1287/mksc.1100.0594 (application/pdf)
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:30:y:2011:i:3:p:405-408
Access Statistics for this article
More articles in Marketing Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().