(University of Illinois at Urbana-Champaign) The risks far outweigh the benefits for most consumers in their response to personalized online ads, known as online behavioral advertising, suggests a study by University of Illinois advertising professor Chang-Dae Ham. The perception of risk drives consumers to greater privacy concerns and to avoid the advertising. The ad industry may want to reconsider its approach as a result, he said. The study appears in the May issue of the International Journal of Advertising.
from EurekAlert! - Social and Behavioral Science http://ift.tt/2qwwCpG
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