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Evidence of Online Behavioral Advert...

Lim, Dongjae.

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Evidence of Online Behavioral Advertising as Being Mistargeting: The Evaluative Role of Persuasion Knowledge on Online Behavioral Ad Accuracy.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Evidence of Online Behavioral Advertising as Being Mistargeting: The Evaluative Role of Persuasion Knowledge on Online Behavioral Ad Accuracy./
作者:	Lim, Dongjae.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	95 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-03, Section: A.
Contained By:	Dissertations Abstracts International83-03A.
標題:	Mass communications. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28411627
ISBN:	9798544226451

Evidence of Online Behavioral Advertising as Being Mistargeting: The Evaluative Role of Persuasion Knowledge on Online Behavioral Ad Accuracy.
Lim, Dongjae.

Evidence of Online Behavioral Advertising as Being Mistargeting: The Evaluative Role of Persuasion Knowledge on Online Behavioral Ad Accuracy. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 95 p.

Source: Dissertations Abstracts International, Volume: 83-03, Section: A.

Thesis (Ph.D.)--University of Georgia, 2021.

.

The present study sought to conceptualize and examine the effects of "mistargeting" - that is, the phenomenon in which consumers are aware and understand how an online behavioral advertising (OBA) is delivered, yet they received an inaccurate ad based on misinterpreted characteristics. The study seeks to test whether consumers' perception that an ad may be mistargeted leads to more severe cognitive and affective reactance toward the message than when the same personally irrelevant ad is shown without the expectation of targeting. The study builds on PKM as the theoretical basis of the coping process in such mistargeting OBAs, including the concept of attribution theory as the cognitive defense and psychological reactance as the affective side of response. Chapter 1 comprises the introduction section and gives a general overview of mistargeting online behavioral advertising in association with the studies investigated in the dissertation. Chapter 2 reviews the relevant research literature on online behavioral advertising, persuasion knowledge model, and two supplementary theories that covers consumers response. Chapter 3 focuses on the development of research model and hypotheses. Chapter 4 describes the details of the research method, including the research procedure, experimental design and administration, and measurement of variables. Chapter 5 details the results of the experiment. In Chapter 6, summary and discussion of the research findings and their implications for both scholars and practitioners are presented.

ISBN: 9798544226451Subjects--Topical Terms:

3422380
Mass communications.
Subjects--Index Terms:

Online behavioral advertising

Evidence of Online Behavioral Advertising as Being Mistargeting: The Evaluative Role of Persuasion Knowledge on Online Behavioral Ad Accuracy.
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300 $a 95 p.
500 $a Source: Dissertations Abstracts International, Volume: 83-03, Section: A.
500 $a Advisor: Springston, Jeffery K.
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590 $a School code: 0077.
650 4 $a Mass communications. $3 3422380
650 4 $a Perceptions. $3 3435328
650 4 $a Privacy. $3 528582
650 4 $a Customization. $3 3682566
650 4 $a COVID-19. $3 3554449
650 4 $a Websites. $2 gtt $3 1062467
653 $a Online behavioral advertising
653 $a Personalization
653 $a Psychological Reactance Theory
653 $a Consumer perception
690 $a 0708
690 $a 0338
710 2 $a University of Georgia. $b Mass Communication - PHD. $3 3564308
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793 $a English
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