`We demonstrate that creepiness emerges when personalized ads are appraised as ambiguous and intrusively surveilling, which elicits uneasiness and, subsequently, reactance.
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`We demonstrate that creepiness emerges when personalized ads are appraised as ambiguous and intrusively surveilling, which elicits uneasiness and, subsequently, reactance. We further show that creepiness is amplified by two consumer characteristics: skepticism and technological paranoia, and that it has negative consequences for brands, reducing purchase intention.`
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`We demonstrate that creepiness emerges when personalized ads are appraised as ambiguous and intrusively surveilling, which elicits uneasiness and, subsequently, reactance. We further show that creepiness is amplified by two consumer characteristics: skepticism and technological paranoia, and that it has negative consequences for brands, reducing purchase intention.`
`The study suggests developing a Creepiness Level Index as a tool to help marketers track negative reactions to digital ads.`
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R relay@relay.mycrowd.ca shared this topic
