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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival

Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong

Read More

Featured

Linguistic Antecedents of Anthropomorphism

N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France
L. J. Shrum, HEC Paris, France

Read More

Featured

C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment

Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)

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.