When Does Personalization Pay Off?

Isabelle Kes, TU Braunschweig, Germany
David M. Woisetschläger, TU Braunschweig, Germany
Personalized advertising is seen as THE mean to increase advertisement effectiveness and efficiency by selecting ad content being relevant to the customer. This study questions the effectiveness of personalization in different conditions and attempts to identify success factors of personalized advertising. Our results show that personalization is no universal remedy.
[ to cite ]:
Isabelle Kes and David M. Woisetschläger (2012) ,"When Does Personalization Pay Off?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 798-799.