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INTEREST-BASED INTERNET ADVERTISING AND PRIVACY CONCERNS: HOW TO INCREASE THE ACCEPTANCE OF A RISING MARKETING PHENOMENON

机译：基于兴趣的互联网广告和隐私问题：如何增加营销现象的接受

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As marketing expenditures in the Internet rush, effectiveness and efficiency become increasingly relevant. Particularly online-firms of fering free content need to provide powerful marketing tools to advertisers to support their own business model. Behavioral targeting enables websites to selectively display advertisements to consumers according to their surfing profiles, making advertisements more relevant, thereby increasing advertising revenues from websites. However, targeting can cause privacy concerns and negative consumer reactions. Furthermore, there is increasing regulatory pressure for websites to inform surfers about targeting practices and provide them with opt-out functions. Proactively addressing those challenges is highly important for advertising-supported websites. Building on privacy related fairness norms, we develop mechanisms to increase consumers' acceptance of targeted advertising. In a laboratory and a large-scale field experiment, we find that under certain conditions, surfers are motivated by reciprocity. When reminded that targeted online advertisements help fund free content, consumers are not only more willing to provide information but also perceive targeted advertisements as less intrusive. To further address privacy concerns, websites should allow consumers to access and edit their information.

机译：随着互联网匆忙的营销支出，有效性和效率越来越相关。特别是在线 - Fering Free内容的公司需要为广告商提供强大的营销工具，以支持自己的商业模式。行为目标使网站能够根据冲浪轮廓选择性地向消费者选择广告，使广告更相关，从而增加了来自网站的广告收入。但是，靶向可能导致隐私问题和消极的消费反应。此外，对于网站而言，向冲浪者提供关于瞄准实践并提供选择退出功能的监管压力。积极解决这些挑战对于广告支持的网站非常重要。建立隐私相关公平规范，制定增加消费者对有针对性广告的机制。在实验室和大规模的场景实验中，我们发现在某些条件下，冲浪者受到互动的动机。当提醒目标的在线广告有助于提供免费内容的帮助，消费者不仅更愿意提供信息，还要感知有针对性的广告，这是不太侵扰的。为了进一步解决隐私问题，网站应该允许消费者访问和编辑他们的信息。

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《AMA Winter Educators' Conference》|2012年||共2页
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Nicole Groene; Florian von Wangenheim; Jan H. Schumann;
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INTEREST-BASED INTERNET ADVERTISING AND PRIVACY CONCERNS: HOW TO INCREASE THE ACCEPTANCE OF A RISING MARKETING PHENOMENON

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