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首页> 外文期刊>Journal of broadcasting & electronic media >Are Consumers Put off by Retargeted Ads on Social Media? Evidence for Perceptions of Marketing Surveillance and Decreased Ad Effectiveness
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Are Consumers Put off by Retargeted Ads on Social Media? Evidence for Perceptions of Marketing Surveillance and Decreased Ad Effectiveness

机译：消费者是否在社交媒体上由重定向广告推迟？营销监测和降低的广告效能感知的证据

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摘要

Consumers have described retargeted ads as "creepy," possibly because these ads cue consumers that marketers are collecting personal data. Participants (N = 280) were either exposed to an ad that was targeted to past online behaviors or a general product ad. Behavioral targeting had a positive direct effect on purchase intent, but it also set off a negative indirect effect. Those exposed to behavioral targeting experienced increased perceived marketing surveillance, which led to increased threat, increased psychological reactance, negative attitudes toward the ad, and negative purchase intention. The indirect cost of perceived marketing surveillance on purchase intent was 4.5 percent.
机译：消费者已经将重定相位的广告描述为“令人毛骨悚然”，可能是因为这些广告提示营销人员正在收集个人数据的消费者。参与者（N = 280）要么接触到针对过去在线行为或一般产品广告的广告。行为靶向对购买意图具有积极的直接影响，但它还取消了负面的间接效果。暴露于行为靶向的人经历了增加的营销监督，导致威胁增加，心理抵抗力增加，对广告的负面态度以及负购买意图。购买意图的营销监测的间接成本为4.5％。

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