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Topic Algoritmic Persuasion > Week 2 > Flashcards

Week 2 Flashcards

1
Q

Definition Online Behavioral Advertising

A

The practice of monitoring people’s online behavior and using the collected information to show people individually targeted advertisements

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2
Q

Effects OBA depends on…

A
  • advertiser controlled factors

- consumer controlled factors

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3
Q

Advertiser controlled factors

A
  • ad characteristics

- OBA transparency

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4
Q

Ad characteristics (advertiser controlled factors)

A
  • level of personalization

- accuracy

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5
Q

OBA transparency (advertiser controlled factors)

A
  • privacy statements and informed consent

- disclosure

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6
Q

Consumer controlled factors

A
  • knowledge and abilities
  • perceptions
  • consumer characteristics
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7
Q

Knowledge and abilities (consumer controlled factors)

A
  • consumers have little knowledge about OBA and hold misconceptions
  • even less knowledge about legal protections
  • consumers do not seem to understand tools to protect online privacy
  • however, people do want to have control over data collection and use
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8
Q

Consumer perceptions (consumer controlled factors)

A
  • Overall perceptions are mixed: OBA is relevant but also creepy
  • privacy concerns and trust play important roles in consumer acceptance and the effectiveness of OBA
  • privacy calculus: response to OBA is the outcome of process in which costs and benefits are assessed and weighted
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9
Q

Consumer characteristics (consumer controlled factors)

A
  • low levels of privacy concerns and desire for privacy positively affect OBA responses
  • also important: decision stage/ needs, age, online experience, education
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10
Q

Outcomes Proposed Framework of OBA

A
  • Advertising effects

- OBA acceptance and resistance

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11
Q

Advertising effects (outcomes Proposed framework of OBA)

A
  • click through intention and behavior
  • purchase intention and behavior
  • brand recall
  • perceived relevance of add
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12
Q

OBA acceptance and resistance (outcomes Proposed framework of OBA)

A
  • OBA acceptance

- advertising avoidance

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13
Q

Personalization Paradox

A

Personalization ads leads to more purchase intention, but also more skepticism and therefore to less purchase intention.

Skepticism is especially high for:

  • adolescents with high privacy concerns
  • when the practice of retargeting is explained
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14
Q

Psychological characteristics

A
  1. Openness
  2. Conscientiousness
  3. Extroversion
  4. Agreeableness
  5. Neuroticism
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15
Q

Definition Extraversion & outcome study

A

Definition: Personality trait reflecting the extent to which people seek and enjoy company, excitement and stimulation

Outcome: Users were more likely to purchase the product after viewing an ad that matched their personality

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16
Q

Definition Openness & outcome study

A

Definition: Personality trait reflecting the extend to which people prefer novelty over convention

Outcome: Users where more likely to install the app after viewing an ad that matched their personality (but not for high openness audience)

17
Q

Synced advertising

A

Personalized advertising across media in real time

  • based upon current media behavior
  • increase chance of brand exposure
18
Q

Effects on ad sequence on attention and memory

A
  • no difference in brand memory
  • more attention to TV commercial than tablet ad
  • Attention to one message drives attention to the other
  • TV commercial received more attention when tablet ad was placed before or simultaneously
  • Tablet ad received more attention when it was shown after the TV commercial or simultaneously
19
Q

Perceptions of Synced Advertising

A
  • majority finds synced advertising unacceptable

pro: personal relevance and added value
con: privacy risks and intrusiveness

20
Q

Conclusion Lio & Sundar (2021) (5 bulletpoints)

A
  • Communication about nature (collaborative vs content-based filtering) and quality (accuracy) of recommendation is important
  • Responses to RS differ between product types (search vs experience) and users (Need for Cognition)
  • Collaborative filtering triggers bandwagon heuristic for search products
  • Collaborative filtering also works well for experience products, if its highly accurate and only for those with low NFC
  • Content Based filtering with high accuracy is preferred by those with high NFC because it is perceived as more transparent

Topic Algoritmic Persuasion (7 decks)

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