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How does individual's privacy preferences affect ad attitude? The roles of psychological reactance and the degree and frequency of online personalized ads

Author

Listed:
  • Camille Tessier

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • Romain Sohier

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • Fidan Kurtaliqi

    (Audencia Business School)

  • Mustafeed Zaman

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

Abstract

The recommendation algorithms allow to generate personalized suggestions online. These recommendations are based on the collection of personal information from Internet users. However, these personalized online recommendations, which are sometimes abusive or poorly implemented, can generate psychological reactions characterized by a feeling of intrusiveness. We have collected 470 valid responses (215 for iPhone 11 and 255 for Nike shoe) and used Structural Equation Modelling SmartPLS 3.0 to evaluate the impact of recommendation algorithms on Internet users while browsing social networks, and seeks to demonstrate whether the nature, origin, relevance and frequency of recommendations affect consumers differently.

Suggested Citation

  • Camille Tessier & Romain Sohier & Fidan Kurtaliqi & Mustafeed Zaman, 2021. "How does individual's privacy preferences affect ad attitude? The roles of psychological reactance and the degree and frequency of online personalized ads," Post-Print hal-05077637, HAL.
    • Handle: RePEc:hal:journl:hal-05077637
    Note: View the original document on HAL open archive server: https://hal.science/hal-05077637v1
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