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

Iris van Ooijen

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

Keywords

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

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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).