{"product_id":"targeted-advertising-and-consumer-privacy-concerns-experimental-studies-in-an-internet-context-von-nicole-grone","title":"Targeted Advertising and Consumer Privacy Concerns. Experimental Studies in an Internet Context","description":"\u003cp\u003eThe rush of marketing expenditures in the Internet has made effectiveness and\u003c\/p\u003e\u003cp\u003eefficiency increasingly relevant. In particular, online firms offering free content\u003c\/p\u003e\u003cp\u003eneed to provide powerful marketing tools to advertisers to support their own\u003c\/p\u003e\u003cp\u003ebusiness models. Behavioral targeting enables websites to selectively display\u003c\/p\u003e\u003cp\u003eadvertisements to consumers according to their surfing profiles, making\u003c\/p\u003e\u003cp\u003eadvertisements more relevant, and thereby increasing advertising revenues from\u003c\/p\u003e\u003cp\u003ewebsites. Consequently, it is often seen as a savior by online firms struggling to\u003c\/p\u003e\u003cp\u003efinance their free content. However, targeting can raise privacy concerns, leading\u003c\/p\u003e\u003cp\u003eto negative consumer reactions. Furthermore, there is increasing regulatory\u003c\/p\u003e\u003cp\u003epressure for websites to inform surfers about targeting practices and provide them\u003c\/p\u003e\u003cp\u003ewith opt-in or opt-out functions. Proactively addressing those challenges to\u003c\/p\u003e\u003cp\u003esustain revenues from targeted advertising is highly important¿in particular for\u003c\/p\u003e\u003cp\u003eadvertising-supported websites¿and requires systematic research. Such research,\u003c\/p\u003e\u003cp\u003ethough, has to account for the fact that the profiling of consumers to increase\u003c\/p\u003e\u003cp\u003eadvertising revenues raises ethical questions, especially because targeting often\u003c\/p\u003e\u003cp\u003eoccurs without consumers¿ knowledge.\u003c\/p\u003e\u003cp\u003eThis doctoral dissertation studies consumer privacy concerns with regard to online\u003c\/p\u003e\u003cp\u003etargeting practices. Specifically, it investigates how privacy concerns affect\u003c\/p\u003e\u003cp\u003econsumers¿ perceptions of targeted advertisements. Furthermore, building on\u003c\/p\u003e\u003cp\u003esocial exchange theory, fairness norms, and previous research on consumer\u003c\/p\u003e\u003cp\u003eprivacy concerns in related areas, such as direct mail and e-commerce, I develop\u003c\/p\u003e\u003cp\u003etangible, managerial operational mechanisms to increase consumers¿ acceptance\u003c\/p\u003e\u003cp\u003eof targeting and improve consumers¿ perceptions of targeted advertisements. In\u003c\/p\u003e\u003cp\u003eorder to ensure that these mechanisms are in line with principles of business\u003c\/p\u003e\u003cp\u003eethics, I derive normative requirements for these mechanisms from integrative\u003c\/p\u003e\u003cp\u003esocial contracts theory.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783954040100\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783954040100","offer_id":39458781560925,"sku":"9783954040100","price":48.45,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/bc26d4aa-728e-42fb-b581-672ecacce5a4.jpg?v=1776146048","url":"https:\/\/shop.autorenwelt.de\/products\/targeted-advertising-and-consumer-privacy-concerns-experimental-studies-in-an-internet-context-von-nicole-grone","provider":"Autorenwelt Shop","version":"1.0","type":"link"}