Learning About the Self Through Advertising: the Effect of Behaviorally-Targeted Advertising on Consumer Self-Perceptions and Behavior
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 693-694.
Chris Summers, The Ohio State University
Robert W. Smith, The Ohio State University
Rebecca Walker Reczek, The Ohio State University
NA - Advances in Consumer Research Volume 42 | 2014
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