Getting Personal in Public? How Consumers Respond to Public Personalized Advertisements

Drawing on theory on self-concept congruity and impression management, this research examines consumer responses to public personalized advertising (e.g., in retail stores). Three experiments show when and how social presence impacts consumers’ attitudes, emotions, and behavioral intentions toward retailers, in response to public personalized advertisements.


Nicole Jasmin Heß, Corinne M Kelley, Maura Scott, Jan Schumann, and Martin Mende (2019) ,"Getting Personal in Public? How Consumers Respond to Public Personalized Advertisements", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 123-128.


Nicole Jasmin Heß, Ludwig-Maximilians-University of Munich, Germany
Corinne M Kelley, Florida State University, USA
Maura Scott, Florida State University, USA
Jan Schumann, University of Passau, Germany
Martin Mende, Florida State University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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