Need for Uniqueness Determines Reactions to Web-Based Personalized Advertising
Barbara Stiglbauer1, Carrie Kovacs1
1Johannes Kepler University Linz, Austria.
Psychological Reports
|February 2, 2018
Summary
Consumers’ need for uniqueness influences reactions to personalized advertising. Creative choice drives approach behavior via perceived value, while similarity avoidance drives avoidance behavior through irritation.
Area of Science:
- Consumer Psychology
- Marketing Science
- Behavioral Economics
Background:
- Consumers' need for uniqueness (CNFU) is a key driver of consumer behavior.
- Personalized advertising aims to tailor marketing messages to individual consumers.
- Regulatory focus theory provides a framework for understanding motivation and behavior.
Purpose of the Study:
- To investigate the relationship between CNFU dimensions and consumer responses to personalized advertising.
- To examine the mediating roles of perceived value and irritation in this relationship.
- To test the differential effects of creative choice and similarity avoidance on advertising approach and avoidance behaviors.
Main Methods:
- Empirical study with 256 participants.
- Survey methodology measuring CNFU, regulatory orientations, and advertising responses.
- Statistical analysis including mediation and regression models.
Main Results:
- Creative choice positively predicted approach behavior, mediated by increased perceived value of personalized advertising.
- Similarity avoidance positively predicted avoidance behavior, mediated by increased irritation.
- Creative choice also reduced irritation, indirectly leading to decreased approach behavior.
Conclusions:
- CNFU dimensions (creative choice, similarity avoidance) have distinct effects on personalized advertising responses.
- These dimensions are linked to different regulatory orientations, influencing consumer perceptions and behaviors.
- Future research should consider CNFU dimensions separately rather than as a composite measure.
Keywords:
Personalized advertisingapproach and avoidance behaviorattitudesconsumer need for uniquenessregulatory focusMore Related Videos
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