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Abstract
In this study, we examined the effects of two different levels of personalization strategies (individual-level vs. group-level) on consumers’ visual and attitudinal responses to personalized advertising. We further investigated the moderating role of recipients’ narcissism in the effect of personalization. Results show that individuals higher in narcissism paid greater and more frequent attention to ads personalized on an individual level than to those personalized on a group level, while individuals low in narcissism showed no such differences. Regarding attitudinal response, consumers with a high level of narcissism tended to have a more favourable attitude towards the individual-level personalized ad compared to those with a low level of narcissism, while consumers with a low level of narcissism tended to have a more favourable attitude towards the group-level personalized ad compared to those with a high level of narcissism. Theoretical and managerial implications are discussed.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Hyejin Bang
Hyejin Bang (Ph.D., University of Georgia) is an assistant professor in the School of Journalism and Mass Communications at the University of Kansas. Her primary research focuses on consumer psychology, advertising persuasion, and digital media effects. Her research has appeared in the Journal of Business Research, Journal of Interactive Marketing, Computers in Human Behavior and etc.
Dongwon Choi
Dongwon Choi (Ph.D., University of Georgia) is an assistant professor in the Department of Advertising and Public Relations at Kookmin University in Korea. His research primarily examines the effect of online video ad features on consumer enjoyment of ad content and reactance to ad exposure. His research has appeared in journals including International Journal of Advertising, Journal of Interactive Marketing, Journal of Business Research, Computers in Human Behavior.
Bartosz W. Wojdynski
Bartosz W. Wojdynski (Ph.D., University of North Carolina at Chapel Hill) is an Assistant Professor and Director of the Digital Media Attention and Cognition Lab at the University of Georgia. His research measures the influence of digital message design on users’ visual attention and the consequent effects of visual attention on psychological outcomes, with particular emphases in the areas of digital news and advertising. He has authored publications in journals including Journalism, Journal of Advertising, New Media & Society, and Journal of the American Society for Information Science and Technology.
Yen-I Lee
Yen-I Lee (M.A., University of Northern Colorado) is a Ph.D. Candidate in the Grady College of Journalism and Mass Communication at the University of Georgia. Her research focuses on strategic communication and health communication. Specifically, her research examines how strategic health message and human-technology interaction shape the public’s discrete emotional, cognitive, and behavioral changes in the context of health crisis and risk communication.