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- W2883289547 abstract "A great deal of past work has demonstrated that ads that “fit” or blend into their context evoke favorable responses because consumers perceive such ads as less intrusive. The current work posits that when aspects of the ad make persuasive intent salient—such as exposure to retargeted ads, which are generated based on consumers' past online browsing behavior—this relationship reverses such that fit between an ad and its context elicits higher perceptions of intrusiveness. Specifically, ads that present ad copy in a conversational style “fit” with a social media context on the dimension of social presence. Across three studies, we show that retargeted ads that “fit” the context on the dimension of social presence evoke higher levels of perceived intrusiveness, which, in turn, influence downstream responses such as attitudes toward the ad." @default.
- W2883289547 created "2018-08-03" @default.
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- W2883289547 date "2018-08-03" @default.
- W2883289547 modified "2023-09-25" @default.
- W2883289547 title "A Wolf in Sheep's Clothing: How Humanized, Retargeted Ads Intrude in Social Contexts" @default.
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- W2883289547 doi "https://doi.org/10.1111/joca.12222" @default.
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