Study: Transparent Messages and Algorithmic Awareness Can Shape Advertising Effectiveness
A new study emphasizes the nuanced interplay between transparency messages and algorithmic awareness in shaping advertising effectiveness.
The findings by University of Florida College of Journalism and Communications Advertising Assistant Professor Won Ki Moon, University of Colorado Boulder Assistant Professor Sangwook Lee and University of St. Thomas Assistant Professor Y. Greg Song are featured in “Is it Transparent or Surveillant? The Effects of Personalized Advertising and Privacy Policy on Advertising Effectiveness” published in the Journal of Interactive Advertising on Dec. 11.
In two separate studies, the authors explored the effects of personalized advertising with transparent privacy policy on consumer’s evaluations of advertisements.
According to the authors, “Study one revealed that personalized advertising with a transparent privacy policy message can invoke both perceived transparency and surveillance, which have positive and negative relationships with advertising effectiveness, respectively. In Study two, we explored the effects of personalized ads with anthropomorphic privacy policy messages on algorithmic awareness, as an underlying factor of personalization, to explain the mixed feelings.”
They add, “Results showed that anthropomorphic privacy policy messages moderated the effect of personalized ads on algorithmic awareness, leading to perceptions of transparency and surveillance. These findings emphasize the nuanced interplay between transparency messages and algorithmic awareness in shaping advertising effectiveness. Our data offer design insights for transparent messages that inform data collection and processing, aiming to improve the consumer experience in online behavioral advertising.”
Posted: December 16, 2024
Category: College News
Tagged as: Advertising, Journal of Interactive Advertising, Won-Ki Moon
