کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
6836958 618423 2016 14 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The role of persuasion knowledge, assessment of benefit and harm, and third-person perception in coping with online behavioral advertising
ترجمه فارسی عنوان
نقش دانش آموزی، ارزیابی سود و آسیب و درک سوم شخص در مقابله با تبلیغات رفتاری آنلاین
کلمات کلیدی
تبلیغات رفتاری آنلاین، دانش محرمانه، درک سوم شخص، ارزیابی سود و زیان،
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر نرم افزارهای علوم کامپیوتر
چکیده انگلیسی
Online behavioral advertising (OBA) provides Internet users with potential benefit (relevant ads) and harm (privacy infringement) through personalized covert persuasion tactics, making it an interesting case for understanding perceptions of media effects. In study 1 (survey), we found that subjective persuasion knowledge of OBA was positively related to third-person perception (TPP). Importantly, the assessment of the potential harm and benefit of OBA mediated the relationship between subjective persuasion knowledge and TPP. Objective persuasion knowledge however was only indirectly related to TPP via subjective persuasion knowledge. TPP related to personal (accept, avoid OBA) but not social-level (pro-regulation) coping measures. Study 2 (experiment) replicated study 1 and showed that the perceived effect of OBA on self (not others) drove the TPP and the responses to personal outcome measures. Implications for understanding perceived media effects and response to OBA are discussed.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Computers in Human Behavior - Volume 62, September 2016, Pages 689-702
نویسندگان
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