TY - JOUR
T1 - Chatbot Advertising As a Double-Edged Sword
T2 - The Roles of Regulatory Focus and Privacy Concerns
AU - Kim, Woo Jin
AU - Ryoo, Yuhosua
AU - Lee, So Young
AU - Lee, Jung Ah
N1 - Publisher Copyright:
© Copyright © 2022, American Academy of Advertising.
PY - 2023
Y1 - 2023
N2 - In this article, the authors examine the effect of regulatory focus and privacy concerns on consumers’ responses to highly personalized chatbot advertising. Findings from two experimental studies indicate that predominantly promotion-focused consumers are more receptive and respond more favorably to highly personalized chatbot advertising because they attend more to benefits they may gain from disclosing personal information. In contrast, consumers who are predominantly prevention focused are more attentive to the risks involved and feel unfavorably toward highly personalized chatbot advertising. In addition, consumers who are highly concerned about privacy disdain highly personalized ads, regardless of regulatory focus. Risk-benefit perceptions are shown to mediate interactions of ad personalization, regulatory focus, and privacy concerns.
AB - In this article, the authors examine the effect of regulatory focus and privacy concerns on consumers’ responses to highly personalized chatbot advertising. Findings from two experimental studies indicate that predominantly promotion-focused consumers are more receptive and respond more favorably to highly personalized chatbot advertising because they attend more to benefits they may gain from disclosing personal information. In contrast, consumers who are predominantly prevention focused are more attentive to the risks involved and feel unfavorably toward highly personalized chatbot advertising. In addition, consumers who are highly concerned about privacy disdain highly personalized ads, regardless of regulatory focus. Risk-benefit perceptions are shown to mediate interactions of ad personalization, regulatory focus, and privacy concerns.
UR - http://www.scopus.com/inward/record.url?scp=85129136675&partnerID=8YFLogxK
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U2 - 10.1080/00913367.2022.2043795
DO - 10.1080/00913367.2022.2043795
M3 - Article
AN - SCOPUS:85129136675
SN - 0091-3367
VL - 52
SP - 504
EP - 522
JO - Journal of Advertising
JF - Journal of Advertising
IS - 4
ER -