IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v48y2019icp87-99.html
   My bibliography  Save this article

Multichannel personalization: Identifying consumer preferences for product recommendations in advertisements across different media channels

Author

Listed:
  • Schreiner, Timo
  • Rese, Alexandra
  • Baier, Daniel

Abstract

Nowadays, many retailers use personalization in advertising to increase customers’ awareness and interest in their offers. Product recommendations are a common form of personalization used in various communication channels. However, previous studies have focussed on particular design aspects of product recommendations on a retailer’s website, without considering other communication channels. Therefore, this study examines the ideal design of personalized product recommendations in advertisements from a consumer’s perspective by relying on a choice-based conjoint experiment in the apparel industry. The findings of two studies for young male (n = 170) and female (n = 162) consumers show that the advertising channel is the most important attribute for determining the participant’s intentions to adopt the respective product recommendations, followed by the number of recommendations. While banner advertising is the least preferred channel for both samples, males prefer smaller recommendation sets than females. In addition to exploring consumer preferences, the reasons for rejecting the advertisements are also analysed. Finally, design recommendations for advertisers and retailers regarding personalized product recommendations are derived.

Suggested Citation

  • Schreiner, Timo & Rese, Alexandra & Baier, Daniel, 2019. "Multichannel personalization: Identifying consumer preferences for product recommendations in advertisements across different media channels," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 87-99.
  • Handle: RePEc:eee:joreco:v:48:y:2019:i:c:p:87-99
    DOI: 10.1016/j.jretconser.2019.02.010
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698918305228
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Neeraj Arora & Xavier Dreze & Anindya Ghose & James Hess & Raghuram Iyengar & Bing Jing & Yogesh Joshi & V. Kumar & Nicholas Lurie & Scott Neslin & S. Sajeesh & Meng Su & Niladri Syam & Jacquelyn Thom, 2008. "Putting one-to-one marketing to work: Personalization, customization, and choice," Marketing Letters, Springer, vol. 19(3), pages 305-321, December.
    2. repec:eee:jouret:v:91:y:2015:i:3:p:390-409 is not listed on IDEAS
    3. Jean-Pierre I. van der Rest & Paolo Cordella & Gerard Loosschilder & Zvi Schwartz, 2016. "Connecting Search Marketing to Hotel Revenue Management: Conjoint Analysis as a Methodology to Evaluate the Optimal Online Travel Agency Commission Fee," Service Science, INFORMS, vol. 8(2), pages 169-183, June.
    4. repec:eee:jouret:v:93:y:2017:i:1:p:120-135 is not listed on IDEAS
    5. Kar Yan Tam & Shuk Ying Ho, 2005. "Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective," Information Systems Research, INFORMS, vol. 16(3), pages 271-291, September.
    6. John T. Gourville & Dilip Soman, 2005. "Overchoice and Assortment Type: When and Why Variety Backfires," Marketing Science, INFORMS, vol. 24(3), pages 382-395, July.
    7. Thompson, Craig J & Haytko, Diana L, 1997. " Speaking of Fashion: Consumers' Uses of Fashion Discourses and the Appropriation of Countervailing Cultural Meanings," Journal of Consumer Research, Oxford University Press, vol. 24(1), pages 15-42, June.
    8. Alexander Bleier & Maik Eisenbeiss, 2015. "Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where," Marketing Science, INFORMS, vol. 34(5), pages 669-688, September.
    9. Jenny Doorn & Janny Hoekstra, 2013. "Customization of online advertising: The role of intrusiveness," Marketing Letters, Springer, vol. 24(4), pages 339-351, December.
    10. Solomon, Michael R, 1983. " The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective," Journal of Consumer Research, Oxford University Press, vol. 10(3), pages 319-329, December.
    11. Sunil Wattal & Rahul Telang & Tridas Mukhopadhyay & Peter Boatwright, 2012. "What's in a “Name”? Impact of Use of Customer Information in E-Mail Advertisements," Information Systems Research, INFORMS, vol. 23(3-part-1), pages 679-697, September.
    12. Paul E. Green & Abba M. Krieger & Yoram Wind, 2001. "Thirty Years of Conjoint Analysis: Reflections and Prospects," Interfaces, INFORMS, vol. 31(3_supplem), pages 56-73, June.
    13. Benlian, Alexander, 2015. "Web Personalization Cues and their Differential Effects on User Assessments of Website Value," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 74450, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    14. repec:eee:jouret:v:91:y:2015:i:1:p:34-49 is not listed on IDEAS
    15. Rojas-Méndez, José I. & Davies, Gary & Madran, Canan, 2009. "Universal differences in advertising avoidance behavior: A cross-cultural study," Journal of Business Research, Elsevier, vol. 62(10), pages 947-954, October.
    16. Tiffany White & Debra Zahay & Helge Thorbjørnsen & Sharon Shavitt, 2008. "Getting too personal: Reactance to highly personalized email solicitations," Marketing Letters, Springer, vol. 19(1), pages 39-50, March.
    17. repec:eee:joreco:v:39:y:2017:i:c:p:230-242 is not listed on IDEAS
    18. Benlian, Alexander, 2015. "Web Personalization Cues and their Differential Effects on User Assessments of Website Value," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 73386, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    19. repec:eee:ijrema:v:33:y:2016:i:3:p:475-490 is not listed on IDEAS
    20. repec:eee:joreco:v:37:y:2017:i:c:p:101-108 is not listed on IDEAS
    21. repec:eee:joreco:v:17:y:2010:i:3:p:173-180 is not listed on IDEAS
    22. Ralph Breuer & Malte Brettel & Andreas Engelen, 2011. "Incorporating long-term effects in determining the effectiveness of different types of online advertising," Marketing Letters, Springer, vol. 22(4), pages 327-340, November.
    23. Lafferty, Barbara A. & Goldsmith, Ronald E., 1999. "Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad," Journal of Business Research, Elsevier, vol. 44(2), pages 109-116, February.
    24. Ji Hee Song & Hye Young Kim & Sahangsoon Kim & Sung Won Lee & Jong-Ho Lee, 2016. "Effects of personalized e-mail messages on privacy risk: Moderating roles of control and intimacy," Marketing Letters, Springer, vol. 27(1), pages 89-101, March.
    25. repec:eee:joreco:v:18:y:2011:i:1:p:1-9 is not listed on IDEAS
    26. Goldberg, Marvin E & Hartwick, Jon, 1990. " The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness," Journal of Consumer Research, Oxford University Press, vol. 17(2), pages 172-179, September.
    27. repec:eee:joreco:v:16:y:2009:i:2:p:83-91 is not listed on IDEAS
    28. Roland T. Rust & Ming-Hui Huang, 2014. "The Service Revolution and the Transformation of Marketing Science," Marketing Science, INFORMS, vol. 33(2), pages 206-221, March.
    Full references (including those not matched with items on IDEAS)

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:48:y:2019:i:c:p:87-99. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.