Abstract
Synced advertising is a new form of personalized advertising in which ads are synchronized across media and devices in real time. However, ads may not only be synced to positive but also negative contexts such as positive and negative food reviews. This study examines how positive, negative, and neutral contexts influence consumers’ ad attitudes toward a synced ad via affect, perceived relevance, and perceived creepiness. We conducted an online experiment (N = 120) and found that ad attitudes are more positive when consumers are in a positive affective state or when they perceive the synced ad to be relevant. Moreover, ad attitudes are less positive when consumers are in a negative affective state or perceive the synced ad to be creepy. The findings offer valuable implications for advertisers because consumers’ affective states, perceived relevance, and perceived creepiness can influence their attitudes toward synced ads.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206.
Boerman, S. C., Kruikemeier, S., & Bol, N. (2021). When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising. Computers in Human Behavior Reports, 4, 100144.
Boerman, S. C., Kruikemeier, S., Zuiderveen, B., & Frederik J. (2017). Online behavioral advertising: A literature review and research agenda. Journal of Advertising, 46(3), 363–376.
Bol, N., Dienlin, T., Kruikemeier, S., Sax, M., Boerman, S. C., Strycharz, J., Helberger, N., & de Vreese, C. H. (2018). Understanding the effects of personalization as a privacy calculus: Analyzing self-disclosure across health, news, and commerce contexts. Journal of Computer-Mediated Communication, 23(6), 370–388.
Bright, L. F., & Daugherty, T. (2012). Does customization impact advertising effectiveness? An exploratory study of consumer perceptions of advertising in customized online environments. Journal of Marketing Communications, 18(1), 19–37.
Chao, P., & Lin, S. (2017). Translating brand names effectively: Brand attitude reversal and perceived brand name translation relevance in an emerging market. Journal of International Consumer Marketing, 29(3), 120–134.
Clore, G. L., Gasper, K., & Garvin, E. (2001). Affect as information. In J. P. Forgas (Ed.), Handbook of affect and social cognition (pp. 121–144). Lawrence Erlbaum Associates.
Cohen, J. B., Pham, M. T., & Andrade, E. B. (2008). The nature and role of affect in consumer behavior. In C. P. Haugtvedt, P. M. Herr, & F. R. Kardes (Eds.), Handbook of consumer psychology (pp. 297–348). Lawrence Erlbaum Associates.
Coulter, K. S. (1998). The effects of affective responses to media context on advertising evaluations. Journal of Advertising, 27(4), 41–51.
De Keyzer, F., Dens, N., & De Pelsmacker, P. (2015). Is this for me? How consumers respond to personalized advertising on social network sites. Journal of Interactive Advertising, 15(2), 124–134.
De Pelsmacker, P., Geuens, M., & Anckaert, P. (2002). Media context and advertising effectiveness: The role of context appreciation and context/ad similarity. Journal of Advertising, 31(2), 49–61.
Duckler, M. (2016). Nissan: Accelerating brand awareness to drive business growth. Full Surge. https://www.fullsurge.com/blog/nissan-accelerating-brand-awareness-to-drive-business-growth. Accessed 5 Oct 2021.
Eisend, M. (2017). Meta-analysis in advertising research. Journal of Advertising, 46(1), 21–35.
Geuens, M., & De Pelsmacker, P. (2017). Planning and conducting experimental advertising research and questionnaire design. Journal of Advertising, 46(1), 83–100.
Goldberg, M. E., & Gorn, G. J. (1987). Happy and sad TV programs: How they affect reactions to commercials. Journal of Consumer Research, 14(3), 387–403.
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.
Herder, E., & Zhang, B. (2019). Unexpected and unpredictable: Factors that make personalized advertisements creepy. In Proceedings of the 23rd International Workshop on Personalization and Recommendation on the Web and Beyond (pp. 1–6). Association for Computing Machinery.
Hoeck, L., & Spann, M. (2020). An experimental analysis of the effectiveness of multi-screen advertising. Journal of Interactive Marketing, 50, 81–99.
Kalyanaraman, S., & Shyam. S. S. (2006). The psychological appeal of personalized content in web portals: Does customization affect attitudes and behavior? Journal of Communication, 5(1), 110–132.
Kim, H., & Huh, J. (2017). Perceived relevance and privacy concern regarding online behavioral advertising (OBA) and their role in consumer responses. Journal of Current Issues and Research in Advertising, 38(1), 92–105.
Kwon, E. S., Nyilasy, G., King, K., & Reid, L. N. (2021). Putting things into context: A meta-analysis of media context effects on attitudinal outcomes. Journal of Advertising, 50(3), 330–347.
Laczniak, R. N., & Muehling, D. D. (1993). The relationship between experimental manipulations and tests of theory in an advertising message involvement context. Journal of Advertising, 22(3), 59–74.
Malthouse, E. C., Calder, B. J., & Tamhane, A. (2007). The effects of media context experiences on advertising effectiveness. Journal of Advertising, 36(3), 7–18.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318–332.
Moore, R. S., Moore, M. L., Shanahan, K. J., Horky, A., & Mack, B. (2015). Creepy marketing: Three dimensions of perceived excessive online privacy violation. Marketing Management, 25(1), 42–53.
Muehling, D. D., & McCann, M. (1993). Attitude toward the Ad: A review. Journal of Current Issues & Research in Advertising, 15(2), 25–58.
Noar, S. M., Harrington, N. G., & Aldrich, R. S. (2009). The role of message tailoring in the development of persuasive health communication messages. Annals of the International Communication Association, 33(1), 73–133.
Phelan, C., Lampe, C., & Resnick, P. (2016). It’s creepy, But it doesn’t bother me. In Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems (pp. 5240–5251). Association for Computing Machinery.
Rogers, T. B., Kuiper, N. A., & Kirker, W. S. (1977). Self-reference and the encoding of personal information. Journal of Personality and Social Psychology, 35(9), 677–688.
Segijn, C. M. (2019). A new mobile data driven message strategy called synced advertising: Conceptualization, implications, and future directions. Annals of the International Communication Association, 43(1), 58–77.
Segijn, C. M., & Van Ooijen, I. (2022). Differences in consumer knowledge and perceptions of personalized advertising: Comparing online behavioural advertising and synced advertising. Journal of Marketing Communications, 28(2), 207–226.
Segijn, C. M. & Voorveld, H. A. M. (2021). A first step in unraveling synced advertising effectiveness. International Journal of Advertising, 40 (1), 124–143.
Segijn, C. M., Voorveld, H. A. M., & Vakeel, K. A. (2021). The role of ad sequence and privacy concerns in personalized advertising: An eye-tracking study into synced advertising effects. Journal of Advertising, 50(3), 320–329.
Stevens, A. M. (2016). Antecedents and outcomes of perceived creepiness in online personalized communications. PhD diss., Case Western Reserve University.
Sundar, S. S., & Marathe, S. S. (2010). Personalization versus customization: The importance of agency, privacy, and power usage. Human Communication Research, 36(3), 298–322.
Ur, B., Leon, P. G., Cranor, L. F., Shay, R., & Wang, Y. (2012). Smart, useful, scary, creepy: Perceptions of online behavioral advertising. In Proceedings of the Eighth Symposium on Usable Privacy and Security (pp. 1–15). ACM.
Webwire. (2017). TUI UK Is the First Brand to Sign up to Instant Ad Sync with TVGuide.co.uk. https://www.webwire.com/ViewPressRel.asp?aId=207477. Accessed 13 Sept 2021.
Yi, Y. (1990). Cognitive and affective priming effects of the context for print advertisements. Journal of Advertising, 19(2), 40–48.
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59–70.
Zhu, Y.-Q., & Chang, J.-H. (2016). The key role of relevance in personalized advertisement: Examining its Impact on perceptions of privacy invasion, self-awareness, and continuous use intentions. Computers in Human Behavior, 65, 442–447.
Funding Details
This study was supported by the Kriss Research Support Grant.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
About this chapter
Cite this chapter
Abdollahi, M., Fang, Y., Liu, H., Segijn, C.M. (2023). Examining Affect, Relevance, and Creepiness as Underlying Mechanisms of Consumers’ Attitudes Toward Synced Ads in Valenced Contexts. In: Vignolles, A., Waiguny, M.K. (eds) Advances in Advertising Research (Vol. XII). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-40429-1_5
Download citation
DOI: https://doi.org/10.1007/978-3-658-40429-1_5
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-40428-4
Online ISBN: 978-3-658-40429-1
eBook Packages: Business and ManagementBusiness and Management (R0)