Personalized Advertising in Public Environments: Perceptions and Consequences

Grounded in theory on self-concept congruity and impression management, we examine effects of personalized advertising in public, where others are present and see the personalized content concurrently. We find an indirect effect of others’ presence on consumers’ attitudes and behavioral intentions, mediated by embarrassment and moderated by ad-self-concept congruity state.


Nicole Hess, Jan Schumann, Martin Mende, and Maura Scott (2016) ,"Personalized Advertising in Public Environments: Perceptions and Consequences", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 65-69.


Nicole Hess, University of Passau, Germany
Jan Schumann, University of Passau, Germany
Martin Mende, Florida State University, USA
Maura Scott, Florida State University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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