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

Share Proceeding

Featured papers

See More


Product Transparency in Online Selling Mechanisms: Consumer Preference for Opaque Products

Lucas Stich, Ludwig-Maximilians-University Munich
Martin Spann, Ludwig-Maximilians-University Munich
Gerald Häubl, University of Alberta, Canada

Read More


Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences

Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA

Read More


Can Implicit Theory Influence Construal Level?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.