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Personalized advertisements with integration of names and photographs: An eye-tracking experiment

Author

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  • Pfiffelmann, Jean
  • Dens, Nathalie
  • Soulez, Sébastien

Abstract

This article examines the influence of a job recruitment advertisement personalized with a recipient's name and photograph on the visual attention to the advertisement, the attitudes toward the advertisement and, ultimately, job-pursuit intentions. Perceived ad intrusiveness and attitudinal persuasion knowledge may function as parallel mediators of visual attention and attitude toward the advertisement, with personal privacy concerns as a moderator of this relationship. In a between-subjects eye-tracking experiment, 72 participants view an advertisement on LinkedIn that is either personalized or not personalized. Although the participants fixate on the personalized advertisement more frequently and view it longer, they do not notice it faster or return to it more frequently. Furthermore, enhanced visual attention augments perceived intrusiveness, regardless of participants' levels of privacy concern, and decreases attitudinal persuasion knowledge for those who are less concerned about privacy.

Suggested Citation

  • Pfiffelmann, Jean & Dens, Nathalie & Soulez, Sébastien, 2020. "Personalized advertisements with integration of names and photographs: An eye-tracking experiment," Journal of Business Research, Elsevier, vol. 111(C), pages 196-207.
    • Handle: RePEc:eee:jbrese:v:111:y:2020:i:c:p:196-207
    DOI: 10.1016/j.jbusres.2019.08.017
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    References listed on IDEAS

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    1. Mehta REENA & Kulkarni UDITA, 2020. "Impact of Personalized Social Media Advertisements on Consumer Purchase Intention," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 15-24.
    2. Grigorios, Lamprinakos & Magrizos, Solon & Kostopoulos, Ioannis & Drossos, Dimitrios & Santos, David, 2022. "Overt and covert customer data collection in online personalized advertising: The role of user emotions," Journal of Business Research, Elsevier, vol. 141(C), pages 308-320.
    3. Bigne, Enrique & Simonetti, Aline & Ruiz, Carla & Kakaria, Shobhit, 2021. "How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach," Journal of Business Research, Elsevier, vol. 123(C), pages 279-288.

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