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首页> 外文期刊>International Journal of Consumer Studies >'Hello, Mrs. Sarah Jones! We recommend this product!' Consumers' perceptions about personalized advertising: comparisons across advertisements delivered via three different types of media
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'Hello, Mrs. Sarah Jones! We recommend this product!' Consumers' perceptions about personalized advertising: comparisons across advertisements delivered via three different types of media

机译：“你好，莎拉琼斯太太！我们推荐这个产品！消费者对个性化广告的看法：通过三种不同类型的媒体投放的广告之间的比较

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摘要

As new technologies (e.g. online, mobile and interactive TV) develop worldwide, numerous types of personalized advertising, in which companies use an individual's name and/or other types of personal information, have become more popular in many countries. Using many types of information about specific individuals, personalized advertising is designed to convey a customized message at the right time to the right person using diverse media. However, despite its universally increased use, few academic studies have explored the effectiveness of personalized advertising and consumers' response to it. This exploratory study focused on consumers' perceptions of personalized advertising delivered online (e-mail) and offline (letter and telephone call). The results show that consumers generally have negative perceptions of personalized advertising, regardless of how it is delivered, with the strongest negative reaction to telephone calls.
机译：随着新技术（例如在线，移动和交互式电视）在世界范围内的发展，许多类型的个性化广告（其中公司使用个人的名字和/或其他类型的个人信息）在许多国家变得越来越流行。使用有关特定个人的多种信息，个性化广告旨在使用各种媒体在合适的时间向合适的人传达自定义消息。然而，尽管普遍使用它，但很少有学术研究探索个性化广告的有效性和消费者对其的反应。这项探索性研究侧重于消费者对在线（电子邮件）和离线（信箱和电话）交付的个性化广告的看法。结果表明，无论个性化广告如何投放，消费者通常对个性化广告都持负面看法，对电话的负面反应最强烈。

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