When Is Less More, and How Much More? Thoughts on the Psychological and Economic Implications of Online Targeting and Obtrusiveness

被引：3

作者：

Lodish, Leonard M. ^{[1
]}

Reed, Americus, II ^{[1
]}

机构：

[1] Univ Penn, Wharton Sch, Philadelphia, PA 19104 USA

来源：

MARKETING SCIENCE | 2011年 / 30卷 / 03期

关键词：

online advertising; Internet targeting; pop-up ads; obtrusiveness; reactance; privacy; IDENTITY SALIENCE;

D O I：

10.1287/mksc.1100.0594

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

In a very intriguing and groundbreaking study, Goldfarb and Tucker [Goldfarb, A., C. Tucker. 2011. Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3) 389-404] show that online advertising targeting and obtrusiveness boost purchase intent independently, but not jointly. The authors rule out recall as an explanatory mechanism and provide preliminary evidence that the effect may be driven by privacy concerns. We comment on the substantive importance of this finding by discussing the psychological and economic implications of the effect.

引用

页码：405 / 408

页数：4

共 50 条

[1] THERAPEUTIC WINDOW - WHEN MORE IS MUCH, MUCH LESS
WEINTRAUB, M
[J]. DRUG THERAPY-CLINICAL THERAPEUTICS IN THE HOSPITAL, 1979, 4 (10): : 50 - 52
[2] How much ablation to eliminate atrial fibrillation: Is less more, or is more more?
Winkle, Roger A.
[J]. HEART RHYTHM, 2015, 12 (09) : 1916 - 1917
[3] Is less more? How much, when, and how to teach learning strategies in general chemistry courses
Cook, Elzbieta
McGuire, Saundra Yancy
[J]. ABSTRACTS OF PAPERS OF THE AMERICAN CHEMICAL SOCIETY, 2011, 241
[4] Unnecessary interventions If less is more, how much is zero?
Raheman, Fazal
[J]. BRITISH MEDICAL JOURNAL, 2009, 339
[5] When and how less is more: reply to Tharp and Pickering
DeCaro, Marci S.
Carlson, Krista D.
Thomas, Robin D.
Beilock, Sian L.
[J]. COGNITION, 2009, 111 (03) : 415 - 421
[6] Adolescents' Online Coping: When Less Is More but None Is Worse
Modecki, Kathryn L.
Duvenage, Megan
Uink, Bep
Barber, Bonnie L.
Donovan, Caroline L.
[J]. CLINICAL PSYCHOLOGICAL SCIENCE, 2022, 10 (03) : 467 - 481
[7] Same day discharge: How much less is more for TAVR patients?
Landes, Uri
Kornowski, Ran
[J]. CATHETERIZATION AND CARDIOVASCULAR INTERVENTIONS, 2021, 97 (05) : 948 - 949
[8] How much more likely? The implications of odds ratios for probabilities
Liberman, AM
[J]. AMERICAN JOURNAL OF EVALUATION, 2005, 26 (02) : 253 - 266
[9] When less is more: how many doses of PCV are enough?
O'Brien, Katherine L.
[J]. LANCET INFECTIOUS DISEASES, 2018, 18 (02): : 127 - 128
[10] INTERVIEW WITH ANDERSON GURGEL CAMPOS "HOW MUCH MORE MEGAEVENTO, LESS SPORTS"
Gomes dos Santos, Anderson David
[J]. EPTIC, 2016, 18 (01): : 42 - 52

← 1 2 3 4 5 →