Journal Article10.1093/JCR/UCW012
An Audience of One: Behaviorally Targeted Ads as Implied Social Labels
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TL;DR: This research explores the unique ways in which consumers respond to ads using this type of targeting, demonstrating that a behaviorally targeted ad can act as a social label even when it contains no explicit labeling information.
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Abstract: “Behavioral targeting” is an Internet-based targeting strategy that delivers digital ads to individuals based on their online behavior (e.g., search, shopping). This research explores the unique ways in which consumers respond to ads using this type of targeting (vs. to ads that use more traditional forms of targeting), demonstrating that a behaviorally targeted ad can act as a social label even when it contains no explicit labeling information. Instead, when consumers recognize that the marketer has made an inference about their identity in order to serve them the ad, the ad itself functions as an implied social label. Across four studies, behaviorally targeted ads lead consumers to make adjustments to their self-perceptions to match the implied label; these self-perceptions then impact behavior including purchase intentions for the advertised product and other behaviors related to the implied label. Importantly, these effects only hold when the label is plausibly connected to consumers’ prior behavior (i.e., when the targeting is at least moderately accurate).
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Whatever people say I am, that's what I am: Social labeling as a social marketing tool
TL;DR: In this article, the authors present a procedure to apply the social labeling technique as a social marketing tool and demonstrate that communicating a social label, following an environmentally friendly behavior that is not motivated by pro-environmental concerns, leads consumers to reattribute that behavior as representing their own environmental concern.
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TL;DR: The contribution, insights, and context of the academic research done in the area of digital privacy have been discussed in this article with the aim of clarifying the contribution and insights of these works.
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