How does individual's privacy preferences affect ad attitude? The roles of psychological reactance and the degree and frequency of online personalized ads

Camille Tessier (), Romain Sohier (), Fidan Kurtaliqi () and Mustafeed Zaman
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Camille Tessier: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Romain Sohier: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Fidan Kurtaliqi: Audencia Business School
Mustafeed Zaman: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: The recommendation algorithms allow to generate personalized suggestions online. These recommendations are based on the collection of personal information from Internet users. However, these personalized online recommendations, which are sometimes abusive or poorly implemented, can generate psychological reactions characterized by a feeling of intrusiveness. We have collected 470 valid responses (215 for iPhone 11 and 255 for Nike shoe) and used Structural Equation Modelling SmartPLS 3.0 to evaluate the impact of recommendation algorithms on Internet users while browsing social networks, and seeks to demonstrate whether the nature, origin, relevance and frequency of recommendations affect consumers differently.

Keywords: Retargeting; Personalized Ad Attitude; Psychological Reactance; Attitude Towards Ads; Multi-group Analysis (search for similar items in EconPapers)
Date: 2021-01-14
Note: View the original document on HAL open archive server: https://hal.science/hal-05077637v1
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Published in International Marketing Trends Conference 2021, Jan 2021, Venise, Italy

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