Creepiness in Personalized Online Advertising: Concept,Measurement,and Consequences

摘要

Research shows that with personalized online advertising consumers may exhibit negative cognitive and behavioral responses like privacy concerns(Awad and Krishnan,2006;Goldfarb and Tucker,2011;Tucker,2014),ignoring a personalized advertisement or intentionally contradicting it(Fitzsimons and Lehmann,2004),or even falsifying information and spreading negative word-of-mouth(Martin,Borah,and Palmatier,2017).But,our behavior is often led by emotions and yet research has widely ignored consumers'negative emotions towards personalized online advertising.A fairly new phenomenon that emerged is the feeling of creepiness that consumers experience after being confronted with a personalized advertisement.But,what exactly is creepiness in personalized online advertising and how does it emerge? And,importantly,what are the possible consequences for the brand? The aim of this research is to conceptualize the phenomenon of creepiness in context of personalized online advertising and to examine its antecedents and consequences for brands,we developed and validated a novel and robust scale to measure creepiness in personalized online advertising.We conceptualized creepiness using the theories of appraisal and conducted experiments to examine the appraisals of personalized online advertising that make consumers creeped out as well as the downstream brand consequences of creepiness.