The Effect of Preference Stability and Extremity on Personalized Advertising

The Effect of Preference Stability and Extremity on Personalized Advertising Personalized advertising is widely believed to be an effective persuasion strategy. A typical personalized advertising process consists of two phases: The message sender first “learns” the message receiver’s preferences, and then “matches” the message to that person according to his or her preferences. The present study argues that this process may be problematic because it assumes that an individual’s preferences are always stable (i.e., preferences remain the same over time) and extreme (i.e., preferences are highly polarized). Through a 2 (message type: personalized vs. nonpersonalized) × 2 (preference stability: high vs. low) × 2 (preference extremity: high vs. low) between-participants experiment (N = 227), it is shown that the effectiveness of personalized advertising is moderated by preference stability and extremity. A new conceptualization of personalization is proposed based on the study results, and how the two phases of personalized advertising may be refined is highlighted. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journalism & Mass Communication Quarterly SAGE

The Effect of Preference Stability and Extremity on Personalized Advertising

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Publisher
SAGE
Copyright
© 2018 AEJMC
ISSN
1077-6990
eISSN
2161-430X
D.O.I.
10.1177/1077699018782203
Publisher site
See Article on Publisher Site

Abstract

Personalized advertising is widely believed to be an effective persuasion strategy. A typical personalized advertising process consists of two phases: The message sender first “learns” the message receiver’s preferences, and then “matches” the message to that person according to his or her preferences. The present study argues that this process may be problematic because it assumes that an individual’s preferences are always stable (i.e., preferences remain the same over time) and extreme (i.e., preferences are highly polarized). Through a 2 (message type: personalized vs. nonpersonalized) × 2 (preference stability: high vs. low) × 2 (preference extremity: high vs. low) between-participants experiment (N = 227), it is shown that the effectiveness of personalized advertising is moderated by preference stability and extremity. A new conceptualization of personalization is proposed based on the study results, and how the two phases of personalized advertising may be refined is highlighted.

Journal

Journalism & Mass Communication QuarterlySAGE

Published: Jun 1, 2018

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