Responses to Online Behavioral Advertising Disclosures: Effects of Source Integrity and Perceived Hypocrisy on Advertising Effectiveness

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Abstract

This study demonstrates that for a less trusted social media platform, the effects of Online Behavioral Advertising Disclosures (OBADs) on ad effectiveness depend on perceived integrity of the OBAD’s source. A trust-cue effect occurs, such that experienced vulnerability as a result of personalized advertising decreases when an OBAD is placed by a trustworthy third-party. Hence, rather than warning individuals on the risks of OBA, such disclosure might rather serve as heuristic cues that decreases perceptions of vulnerability, and subsequently increase willingness to click on a personalized ad.
Original languageEnglish
Title of host publicationAdvances in Consumer Research
PublisherAssociation for Consumer Research (ACR)
Volume46
Publication statusPublished - 2018

Publication series

NameAdvances in Consumer Research
Volume46

Fingerprint

Advertising effectiveness
Disclosure
Hypocrisy
Integrity
Vulnerability
Social media
Warning
Heuristics
Willingness

Keywords

  • advertising
  • hypocrisy
  • Personalization
  • resistance to persuasion
  • facebook
  • trust

Cite this

van Ooijen, I. (2018). Responses to Online Behavioral Advertising Disclosures: Effects of Source Integrity and Perceived Hypocrisy on Advertising Effectiveness. In Advances in Consumer Research (Vol. 46). (Advances in Consumer Research; Vol. 46). Association for Consumer Research (ACR).
van Ooijen, Iris . / Responses to Online Behavioral Advertising Disclosures : Effects of Source Integrity and Perceived Hypocrisy on Advertising Effectiveness. Advances in Consumer Research. Vol. 46 Association for Consumer Research (ACR), 2018. (Advances in Consumer Research).
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abstract = "This study demonstrates that for a less trusted social media platform, the effects of Online Behavioral Advertising Disclosures (OBADs) on ad effectiveness depend on perceived integrity of the OBAD’s source. A trust-cue effect occurs, such that experienced vulnerability as a result of personalized advertising decreases when an OBAD is placed by a trustworthy third-party. Hence, rather than warning individuals on the risks of OBA, such disclosure might rather serve as heuristic cues that decreases perceptions of vulnerability, and subsequently increase willingness to click on a personalized ad.",
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van Ooijen, I 2018, Responses to Online Behavioral Advertising Disclosures: Effects of Source Integrity and Perceived Hypocrisy on Advertising Effectiveness. in Advances in Consumer Research. vol. 46, Advances in Consumer Research, vol. 46, Association for Consumer Research (ACR).

Responses to Online Behavioral Advertising Disclosures : Effects of Source Integrity and Perceived Hypocrisy on Advertising Effectiveness. / van Ooijen, Iris .

Advances in Consumer Research. Vol. 46 Association for Consumer Research (ACR), 2018. (Advances in Consumer Research; Vol. 46).

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

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van Ooijen I. Responses to Online Behavioral Advertising Disclosures: Effects of Source Integrity and Perceived Hypocrisy on Advertising Effectiveness. In Advances in Consumer Research. Vol. 46. Association for Consumer Research (ACR). 2018. (Advances in Consumer Research).