Learning About the Self Through Advertising: the Effect of Behaviorally-Targeted Advertising on Consumer Self-Perceptions and Behavior

Chris Summers, The Ohio State University
Robert W. Smith, The Ohio State University
Rebecca Walker Reczek, The Ohio State University
The authors demonstrate that behaviorally-targeted advertising changes consumers’ beliefs about themselves. These self-perceptions not only affect purchase intentions, but also actions related to the trait learned from the behaviorally-targeted ad. Such learning about the self depends on consumers’ awareness that the ad is targeted and their liking of targeted ads.
[ to cite ]:
Chris Summers, Robert W. Smith, and Rebecca Walker Reczek (2014) ,"Learning About the Self Through Advertising: the Effect of Behaviorally-Targeted Advertising on Consumer Self-Perceptions and Behavior", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 693-694.