Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
11023272 | International Journal of Information Management | 2019 | 12 Pages |
Abstract
Consumer reactance appears to be a major inhibiting result in the personalization paradox of online personalized advertising. The objective of this study is to uncover consumer reactance of online personalized advertising. We identify the rational choice factors rooted in the rational choice theory from a negative-effect perspective and examine their impacts on consumer reactance with consideration of affective factors. Our results confirm that three rational choice factors from a negative-effect perspective have significant impacts on consumer reactance, and affective factors such as ownership and vulnerability are dominant determinants of these rational choice factors. The effects of these affective factors on consumer reactance can be mediated by individual rational choice factors. The findings provide a new perspective on the paradox phenomenon and offer online personalized advertising providers new approaches to improving their performance.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Management Information Systems
Authors
Qi Chen, Yuqiang Feng, Luning Liu, Xianyun Tian,