Consumer Perceptions of Online Behavioral Advertising

Proceedings of the 21 st IEEE Conference on Business Informatics, July 15-17, 2019. Moscow, Russia

10 Pages Posted: 6 Jun 2019 Last revised: 8 Jun 2019

See all articles by Tobias Dehling

Tobias Dehling

Karlsruhe Institute of Technology

Yuchen Zhang

affiliation not provided to SSRN

Ali Sunyaev

University of Cologne

Date Written: July 15-17, 2019

Abstract

Online behavioral advertising, on websites and in online applications, requires companies to make intricate trade-offs between promises of increased revenue and potential risks for alienation of consumers. To guide companies in making such trade-offs, we answer the research question: How do consumers perceive online behavioral advertising? We consolidate our findings in a process model linking consumer awareness of and knowledge about online behavioral advertising with their attitude towards online behavioral advertising, which shows that consumer perceptions of online behavioral advertising are not stable; instead, they constantly evolve, triggered by confrontations with online behavioral advertising. For consumers, online behavioral advertising is a feature until they get annoyed and it becomes a nuisance. This is a tight rope walk for providers of websites and online applications. Consumers want personalized content, but they do not want content that is too personal. Companies should aim to arouse positive consumer attitudes by creating added value and should revise their online behavioral advertising practices before consumer attitudes shift.

Keywords: online behavioral advertising, behavioral targeting, profiling, marketing, consumer, perception, process model, exploratory research, qualitative research

JEL Classification: L86

Suggested Citation

Dehling, Tobias and Zhang, Yuchen and Sunyaev, Ali, Consumer Perceptions of Online Behavioral Advertising (July 15-17, 2019). Proceedings of the 21 st IEEE Conference on Business Informatics, July 15-17, 2019. Moscow, Russia. Available at SSRN: https://ssrn.com/abstract=3389890

Tobias Dehling (Contact Author)

Karlsruhe Institute of Technology ( email )

Kaiserstra├če 12
Karlsruhe, Baden W├╝rttemberg 76131
Germany

Yuchen Zhang

affiliation not provided to SSRN

Ali Sunyaev

University of Cologne ( email )

Albertus-Magnus-Platz
Cologne, 50923
Germany

HOME PAGE: http://www.isq.uni-koeln.de

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