Personalized advertising and psychological reactance: An approach from privacy perspectives

2019 Fiscal Year Final Research Report

• Project/Area Number: 17K04001
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Waseda University
• Principal Investigator: Morimoto Mariko 早稲田大学, 国際学術院, 教授 (20647359)
• Project Period (FY): 2017-04-01 – 2020-03-31
• Keywords: パーソナライズド広告 / 心理的リアクタンス / プライバシー / ソーシャルメディア

Outline of Final Research Achievements

Based on Psychological Reactance framework, the current study explored consumers’ privacy concerns and responses to personalized advertising on social media through personal interviews, an online survey and an experiment. The findings indicated that as consumers age, their online privacy concerns become intensified. Also, privacy concerns mediated the relationship between consumers’ personal information control and ad avoidance as well as perceived ad intrusiveness. Additionally, the degree of personal information used in ads and social media platform types had an interaction effect on advertising evaluations. The results have been presented at international conferences, and several manuscripts are under review for publication in international journals.

Free Research Field

マーケティング・コミュニケーション

Academic Significance and Societal Importance of the Research Achievements

これまで広告の分野では、消費者のプライバシー懸念や不信感に関する研究は、主に単体の広告媒体に焦点を当てて実施されていた。しかし実際は、複数の媒体を利用するクロスメディアプロモーションが広告の現場では主流である。また、ネット上での様々なプロモーション手法の発展や消費者のメディア使用の多様化により、消費者心理も変化している可能性が大きい。したがって当研究から得られる最新の知見や情報の価値は高い。