Personalized advertisements with integration of names and photographs: An eye-tracking experiment

By Jean Pfiffelmann, Nathalie Dens, Sébastien Soulez. 2020

95 citations recorded by the source corpus.

This article examines the influence of a job recruitment advertisement personalized with a recipient's name and photograph on the visual attention to the advertisement, the attitudes toward the advertisement and, ultimately, job-pursuit intentions. Perceived ad intrusiveness and attitudinal persuasion knowledge may function as parallel mediators of visual attention and attitude toward the advertisement, with personal privacy concerns as a moderator of this relationship. In a between-subjects eye-tracking experiment, 72 participants view an advertisement on LinkedIn that is either personalized or not personalized. Although the participants fixate on the personalized advertisement more frequently and view it longer, they do not notice it faster or return to it more frequently. Furthermore, enhanced visual attention augments perceived intrusiveness, regardless of participants' levels of privacy concern, and decreases attitudinal persuasion knowledge for those who are less concerned about privacy.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e956ca4abac5d4d87f0fc9c4c132b25b62dbd1a7

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Freya De Keyzer
2. Nathalie Dens
3. Patrick De Pelsmacker
4. J. Graafland

In Sociology and Political Science

1. Freya De Keyzer
2. Nathalie Dens
3. Patrick De Pelsmacker

Citations in the corpus

• How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention (2021, background): “Indeed, Pfiffelmann, Dens, and Soulez (2020) documented that advertising on LinkedIn that uses more personal data increases feelings of intrusiveness, which negatively affects purchase intentions.”