University of Twente Student Theses
Too close for comfort : Exploring consumers’ reactance and attitude on online personalized advertising: comparison between generations
Klein Nagelvoort, S. (2020) Too close for comfort : Exploring consumers’ reactance and attitude on online personalized advertising: comparison between generations.
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| Abstract: | Since the phenomenon of online personalized advertisements is something from the last decades, one might wonder if every generation shares the same attitude towards personalized advertisements or if a difference exists. This study is an exploratory one, aimed at identifying and exploring factors that might explain possible generation differences between baby-boomers and the Z-generation when it comes to attitude and reactance towards personalized advertisements. In order to accomplish this, semi-structured interviews with both generations were conducted. Several factors have been explored and some interesting contradictions have been identified between the generations. However, the main finding of this study suggests that baby-boomers perceive personalized advertisements as quite obtrusive and unnecessary. While no differences between the generations were found in the attitude towards regular online advertisements, personalization was quite negatively perceived, in comparison with the younger generation, who experience personalization quite positive. However, if the advertisement contains a more covert form of personalization, the older generation might not directly perceive that advertisement as personalized due to a possible gap in technical know-how, leading to a more nuanced opinion of the advertisement. Suggesting that the actual level of personalization and how covertly or overtly this is done, might play a key role. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 70 social sciences in general |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/80658 |
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