Too Creepy for Comfort? A Study of Personalized Online Advertising Effects on Attitude Towards The Ad and The Advertised Brand Across High/Low Involvement and Socially Sensitive Products, and The Mediating Role of The Creepiness Factor

Consumers do perceive online ads differently, and ads do have the power to trigger different emotions for consumers depending on which type of product that is advertised. However, to our knowledge, no study has explored the mediating role of the creepiness factor in the effect of personalized ads on attitude towards ad and the advertised brand, while also accounting for the moderating effects of socially sensitive products and involvement in products. Using data collected from a quantitative approach, we find that the perceived creepiness factor does affect attitude towards both ad and brand. We also find that both socially sensitive and involving products moderate this effect. For instance, consumers exposed to personalized ads for socially sensitive products are likely to perceive the creepiness factor, and by that form a negative attitude towards the ad which will spill over on the advertised brand.