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

被引：2
|
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
收藏
页码：405 / 408
页数：4
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