Impact of Data Trigger Combinations on Effectiveness of Personalized Banner Ads

The level of personalization of online ads is determined by the number and type of data triggers (DTs) used to personalize ads. This study, using a scenario based experiment, analyses customers’ perceptions and responses to six differently personalized travel ads, i.e. a high involvement and low privacy advertised category.



Citation:

Sandhya Narayanan and Richa Agrawal (2018) ,"Impact of Data Trigger Combinations on Effectiveness of Personalized Banner Ads", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 36-36.

Authors

Sandhya Narayanan, Indian Institute of Technology Madras, India
Richa Agrawal, Indian Institute of Technology Madras, India, Sadat Reza, Nanyang Technological University, Singapore



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



Share Proceeding

Featured papers

See More

Featured

The Neutral Face of Blue: How Color Can Make Consumers Stay Sensitive

Sung Hee Wendy Paik, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
Aparna Sundar, University of Oregon, USA

Read More

Featured

Dimming the Light Offers A Creative Lens: The Impact of Ambient Illuminance on Creativity Assessment

Chen Wang, Drexel University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
Jennifer Argo, University of Alberta, Canada

Read More

Featured

Safety or Luxury: The Effect of Competitiveness on Consumer Preference in Social Crowding

Lijun Zhang, Nanyang Technological University, Singapore
Yee Ling, Elaine Chan, Nanyang Technological University, Singapore

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.