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Customer´s response to advertising: the role of ad personalization

  • The purpose of this research lies in uncovering the participants emotions when watching a personalized advertisement on the social media Instagram. This is of use to the marketing and psychology research community to discover more on consumer behavior and the controversy between privacy concerns and usefulness of advertisement personalization. The research question reads: “Does the use of personalization on social media advertisements incite (1) a change in the emotional state and (2) recall capability of German Instagram users aged 18-30 that diverges from the psychophysiological parameters measured by exposing these users to the same advertisements without personalization?” Psychophysiological tests are used in combination with two self reported questionnaires that assess the participants positive and negative effect and the recall and recognition differences between the group given personalized stimuli including the participants name, location, and activity and the one group given impersonalized ones. The sample consists of n=31 German-speaking participants between the age of 18 and 30. The results, although not all of statistic relevancy of α=0,05, show a trend that personalized advertisements instigate more positive valence and activation as not personalized stimuli. No significant or trending difference was found to the recall and recognition capabilities of the two groups.

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Author:Ana Sayuri Arasaki
Document Type:Master's Thesis
Year of first Publication:2022
Date of final exam:2022/03/15
First Referee:Ivonne PreusserGND
Advisor:Daniel Schneider
Degree Program:Markt- und Medienforschung
Page Number:106
Tag:personalized advertising; recall and recognition
GND Keyword:Gefühl; Physiologische Psychologie
Institutes:Institut für Informationswissenschaft der TH Köln
Access Rights:Zugriffsbeschränkt
Licence (German):License LogoCreative Commons - Namensnennung-Weitergabe unter gleichen Bedingungen