Personalization effects in recruitment advertising: the mediating role of considerateness

Jean Pfiffelmann (jean.pfiffelmann@univ-lyon3.fr), Nathalie Dens (nathalie.dens@uantwerpen.be) and Sébastien Soulez (sebastien.soulez@univ-lyon3.fr)
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Jean Pfiffelmann: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Nathalie Dens: Faculty of Applied Economics - UA - University of Antwerp
Sébastien Soulez: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Across two between-subjects online experiments, we demonstrate that personalizing Facebook job advertisements with the integration of personal information in the ad increases job-pursuit intention through perceived considerateness (i.e., the feeling of being considered). Study 1 shows that need for cognition moderates the influence of personalization on considerateness, so that high need for cognition individuals do not experience considerateness when being exposed to a personalized ad containing both their first name and profile picture. Study 2 shows that only individuals with a strong personal sense of uniqueness experience considerateness when being exposed to a personalized ad containing only their first name. Therefore, the mechanism by which personalization transmits its effect on job-pursuit intention through considerateness is conditioned by personal traits. Our paper contributes to the understanding of personalized recruitment advertising by revealing a new working mechanism of ad personalization and its conditional process.

Keywords: Online Advertising; Personalization; Considerateness; Need for Cognition; Personal Sense of Uniqueness (search for similar items in EconPapers)
Date: 2019-03-27
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Published in 2019 American Academy of Advertising Annual Conference, Mar 2019, Dallas, United States

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