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.
|Name||Advances in Consumer Research|
- resistance to persuasion