The intended and unintended effects of synced advertising: When persuasion knowledge could help or backfire
Open accessAbstract
Developments in digital technologies have extended the abilities of marketers to collect, process, and share consumer data to optimize personalized messages across media in real time, a strategy known as synced advertising. Previous research has found promising effects related to synced advertising. At the same time, consumer knowledge appears to be low, and informing consumers could increase their critical attitudes towards synced ads. Our eye-tracking lab study (N = 163) showed that informing consumers on synced advertising helps them to understand and increase their knowledge about this new marketing strategy. Moreover, this strategy increases recall of the product mentioned on TV as well as perceived surveillance. Finally, we found that all participants closed the synced ad with an average of 6.5 s and fixated on it for an average of 1.3 s. This study contributes to the growing literature on synced advertising by empirically investigating the impact of consumer knowledge on the tensions and opportunities of this new marketing strategy.
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Some first studies found synced advertising could increase attention and memory.
“Some first studies into synced advertising effects found it could be an effective strategy in terms of increasing attention (Segijn, Voorveld, and Vakeel 2021) and memory (Hoeck and Spann 2020;Segijn, Kim, et al. 2024).”
From The Role of Perceived Surveillance and Privacy Cynicism in Effects of Multiple Synced Advertising Exposures on Brand Attitude (2024) · cites this paper as Segijn, Kim, et al. 2024
Previous research found consistent findings regarding levels of perceived surveillance after exposure to synced advertising in both a scenario-based experiment and a lab experiment.
“Previous research, however, found consistent findings regarding levels of perceived surveillance after exposure to synced advertising in both a scenario-based experiment (Segijn, Kim, et al. 2021) and lab experiment (Segijn, Kim, et al. 2024).”
From The Role of Perceived Surveillance and Privacy Cynicism in Effects of Multiple Synced Advertising Exposures on Brand Attitude (2024) · cites this paper as Segijn, Kim, et al. 2024
Previous research found that consumers who were informed on synced advertising perceived higher levels of surveillance compared to consumers who were not informed.
“Indeed, previous research found that consumers who were informed on synced advertising perceived higher levels of surveillance when confronted with a synced advertising situation compared to consumers who were not informed (Segijn, Kim, et al. 2021;Segijn, Kim, et al. 2024).”
From The Role of Perceived Surveillance and Privacy Cynicism in Effects of Multiple Synced Advertising Exposures on Brand Attitude (2024) · cites this paper as Segijn, Kim, et al. 2024
Cites
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811 · see citing works
The limited capacity model of mediated message processing
Lang, A. (2000) · Journal of Communication · doi:10.1111/j.1460-2466.2000.tb02833.x · Cited by 2,153 · see citing works
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
Planning and Conducting Experimental Advertising Research and Questionnaire Design
Geuens, M., & De Pelsmacker, P. (2017) · Journal of Advertising · doi:10.1080/00913367.2016.1225233 · Cited by 234 · see citing works
The validation of the Perceived Surveillance Scale
Segijn, C. M., Opree, S. J., & Van Ooijen, I. (2022) · Cyberpsychology: Journal of Psychosocial Research on Cyberspace · doi:10.5817/cp2022-3-9 · Cited by 41 · see citing works
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Segijn, C. M., Kim, E., & van Ooijen, I. (2024) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.2024.2318711 · Cited by 16 · see citing works
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- Authors
- Segijn, C. M., Kim, E., Lee, G., Gansen, C., & Boerman, S. C.
- Affiliations
- University of Minnesota (US)
- Wageningen University & Research (NL)
- Corresponding author
- Segijn, Claire M.
- Boerman, Sophie C.
- Venue
- International Journal of Research in Marketing
- Publisher
- Elsevier BV
- Published
- 2024-03
- Volume
- 41
- Issue
- 1
- Pages
- 156-169
- ISSN
- 0167-8116 (ISSN-L)
- OpenAlex
- W4385164024
- Cited by
- 21
- References
- 5
- Citations by year
- 2026: 7 · 2025: 6 · 2024: 8
- FWCI
- 5.55
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- International Journal of Research in Marketing (publishedVersion, cc-by)
- Socio-Environmental Systems Modeling (submittedVersion, cc-by)
- RePEc: Research Papers in Economics (submittedVersion)
- Funders
- Office of the Vice President for Research, University of Minnesota
- University of Minnesota
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- personalized advertising, consumer knowledge, persuasion knowledge, consumer attitudes, perceived surveillance, product recall, eye tracking, consumer data sharing, digital marketing
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