Customization of online advertising: The role of intrusiveness
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Adding personal information (e.g., name, age, transaction information, and/or location) to a targeted ad based on browsing history makes it more intrusive and makes people feel more vulnerable.
“Furthermore, research has shown that adding personal information (e.g., name, age, transaction information, and/or location) to a targeted ad (based on browsing history) makes it more intrusive (Van Doorn and Hoekstra 2013) and make people feel more vulnerable (Aguirre et al., 2015).”
From When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising (2021) · cites this paper as Van Doorn and Hoekstra 2013
Cites
Social Networks, Personalized Advertising, and Privacy Controls
Tucker, C. E. (2014) · Journal of Marketing Research · doi:10.1509/jmr.10.0355 · Cited by 829 · see citing works
Reactance to Recommendations: When Unsolicited Advice Yields Contrary Responses
Fitzsimons, G. J., & Lehmann, D. R. (2004) · Marketing Science · doi:10.1287/mksc.1030.0033 · Cited by 604 · see citing works
Getting Too Personal: Reactance to Highly Personalized Email Solicitations
White, T. B., Zahay, D. L., Thorbjørnsen, H., & Shavitt, S. (2008) · Marketing Letters · doi:10.1007/s11002-007-9027-9 · Cited by 365 · cited 6× · see citing works
“Considering extant evidence that the positive effect of the potential benefits of customized advertising can be offset by overly distinctive information (White et al. 2008) or an ad that is too prominent (Goldfarb and Tucker 2011), we expect perceived intrusiveness to reduce the positive effects of presenting an ad wi…”
BackgroundMethodInfluentialConsumer Privacy Concerns and Preference for Degree of Regulatory Control
Okazaki, S., Li, H., & Hirose, M. (2009) · Journal of Advertising · doi:10.2753/joa0091-3367380405 · Cited by 297 · see citing works
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Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., Eirug, A., et al. (2021) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2019.08.002 · Cited by 4,611 · see citing works
Online behavioral advertising: A literature review and research agenda
Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017) · Journal of Advertising · doi:10.1080/00913367.2017.1339368 · Cited by 607 · see citing works
The Importance of Trust for Personalized Online Advertising
Bleier, A., & Eisenbeiss, M. (2015) · Journal of Retailing · doi:10.1016/j.jretai.2015.04.001 · Cited by 529 · see citing works
The personalization-privacy paradox: Implications for new media
Aguirre, E., Roggeveen, A. L., Grewal, D., & Wetzels, M. (2016) · Journal of Consumer Marketing · doi:10.1108/jcm-06-2015-1458 · Cited by 251 · see citing works
Boerman, S. C., Kruikemeier, S., & Bol, N. (2021) · Computers in Human Behavior Reports · doi:10.1016/j.chbr.2021.100144 · Cited by 80 · see citing works
Privacy Cynicism and its Role in Privacy Decision-Making
van Ooijen, I., Segijn, C. M., & Opree, S. J. (2024) · Communication Research · doi:10.1177/00936502211060984 · Cited by 81 · see citing works
“…individuals realize that organizations target them with messages that are based on their personal data, this may result in distrust toward the firm, as well as feelings of vulnerability (Aguirre et al., 2015), intrusiveness (Van Doorn & Hoekstra, 2013), and surveillance (Segijn & Van Ooijen, 2020).”
BackgroundWang, Y., Zhu, J., Liu, R., & Jiang, Y. (2024) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2024.102755 · Cited by 43 · see citing works
- Authors
- van Doorn, J., & Hoekstra, J. C.
- Affiliations
- University of Groningen (NL)
- Corresponding author
- Hoekstra, Janny C.
- ORCID
- Hoekstra, Janny C.
- Venue
- Marketing Letters
- Published
- 2013-01-08
- Volume
- 24
- Issue
- 4
- Pages
- 339-351
- ISSN
- 0923-0645 (ISSN-L)
- 1573-059X
- OpenAlex
- W1965477689
- Cited by
- 283
- References
- 4
- Citations by year
- 2026: 21 · 2025: 31 · 2024: 27 · 2023: 34 · 2022: 31 · 2021: 30 · 2020: 25 · 2019: 29 · 2018: 17 · 2017: 16 · 2016: 12 · 2015: 5 · 2014: 5
- FWCI
- 22.72
- Type
- journal article
- Language
- en
- Open access
- green
- hdl.handle.net
- Licence
- other-oa
- www.springer.com/tdm (tdm)
- Locations
- Marketing Letters (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- University of Groningen research database (University of Groningen / Centre for Information Technology) (submittedVersion, other-oa)
- University of Groningen research database (University of Groningen / Centre for Information Technology) (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- personalization, perceived intrusiveness, purchase intention, personal data, discounts, consumer privacy, transaction data
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