Paper Type

Complete

Paper Number

PACIS2025-1638

Description

This study investigates the effects of different levels of personalization in mobile pop-up ads—non-personalized, low-personalization, and high-personalization—on consumer attention, ad attitude, ad recall, and purchase intention. It also explores the moderating role of privacy concerns. Drawing on the AIDA model as the overarching theoretical framework, and integrating theories such as the limited capacity model, and privacy calculus, the study employs a laboratory experiment using eye-tracking technology. Results indicate that only high-personalization ads significantly enhance attention, and that ad attention positively influences ad attitude and ad recall, which in turn affect purchase intention. Privacy concerns partially moderate these relationships. Theoretical and practical implications are discussed.

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Jul 6th, 12:00 AM

Personalization vs. Privacy: Understanding Consumer Responses to Personalized Mobile Pop-Up Ads

This study investigates the effects of different levels of personalization in mobile pop-up ads—non-personalized, low-personalization, and high-personalization—on consumer attention, ad attitude, ad recall, and purchase intention. It also explores the moderating role of privacy concerns. Drawing on the AIDA model as the overarching theoretical framework, and integrating theories such as the limited capacity model, and privacy calculus, the study employs a laboratory experiment using eye-tracking technology. Results indicate that only high-personalization ads significantly enhance attention, and that ad attention positively influences ad attitude and ad recall, which in turn affect purchase intention. Privacy concerns partially moderate these relationships. Theoretical and practical implications are discussed.