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Personalization effects in recruitment advertising: the mediating role of considerateness

Author

Listed:
  • Jean Pfiffelmann

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Nathalie Dens

    (Faculty of Applied Economics - UA - University of Antwerp)

  • Sébastien Soulez

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Across two between-subjects online experiments, we demonstrate that personalizing Facebook job advertisements with the integration of personal information in the ad increases job-pursuit intention through perceived considerateness (i.e., the feeling of being considered). Study 1 shows that need for cognition moderates the influence of personalization on considerateness, so that high need for cognition individuals do not experience considerateness when being exposed to a personalized ad containing both their first name and profile picture. Study 2 shows that only individuals with a strong personal sense of uniqueness experience considerateness when being exposed to a personalized ad containing only their first name. Therefore, the mechanism by which personalization transmits its effect on job-pursuit intention through considerateness is conditioned by personal traits. Our paper contributes to the understanding of personalized recruitment advertising by revealing a new working mechanism of ad personalization and its conditional process.

Suggested Citation

  • Jean Pfiffelmann & Nathalie Dens & Sébastien Soulez, 2019. "Personalization effects in recruitment advertising: the mediating role of considerateness," Post-Print hal-02000802, HAL.
    • Handle: RePEc:hal:journl:hal-02000802
    as

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