Do I Really Have to Prove Who I Am? the Impact of Identity Denial and Targeted Ads

Bruno Kocher, HEC Paris, France
Luna David, Baruch College, USA
The purpose of this research is to assess consumers’ reaction toward identity denial and targeted advertisements. More precisely, we assess the impact on perceived honesty of targeted vs. none targeted ads and magazines after respondents have suffered from an acceptance threat.
[ to cite ]:
Bruno Kocher and Luna David (2011) ,"Do I Really Have to Prove Who I Am? the Impact of Identity Denial and Targeted Ads", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.