K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes
This work demonstrates that for a less trusted online platform (Facebook), the source of online behavioral advertising (OBA) disclosures affects consumer responses to personalized ads. Specifically, OBA disclosures only increase advertising effectiveness when the source is a trusted third party, and when the message is framed as a notice (vs. warning).
Citation:
Iris van Ooijen (2018) ,"K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 922-922.
Authors
Iris van Ooijen, University of Twente
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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