When Does Personalization Pay Off?
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.
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.
Isabelle Kes, TU Braunschweig, Germany
David M. Woisetschläger, TU Braunschweig, Germany
NA - Advances in Consumer Research Volume 40 | 2012
Donate Today or Give Tomorrow? Adding a Time Delay Increases Donation Amount but not Willingness to Donate
Emily Powell, New York University, USA
Minah Jung, New York University, USA
Joachim Vosgerau, Bocconi University, Italy
Eyal Pe'er, Bar-Ilan University
Remind Me of What I Have: Thinking about a Favorite Possession Mitigates the Negative Impact of Inequality on Subjective Well-being
(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
O12. When do People Waste Time? Testing a Mechanism for Parkinson’s Law.
Holly S Howe, Duke University, USA
Tanya Chartrand, Duke University, USA