Customization of online advertising: The role of intrusiveness
作者： Jenny van Doorn , Janny C. Hoekstra
DOI: 10.1007/S11002-012-9222-1
关键词: Feeling 、 Personalization 、 Personally identifiable information 、 Advertising 、 Online advertising 、 Optimal distinctiveness theory 、 Identification (information) 、 Business 、 Intrusiveness 、 Affect (psychology)
摘要: … of online advertising through 12 in-depth interviews with managers who used online targeting … We further expect the negative effect of intrusiveness on purchase intentions to depend on …
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