Ads are watching me - A view from the interplay between anthropomorphism and customisation

With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous.

Ads are watching me – a view from the interplay between anthropomorphism and customisation

Marina Puzakova

Oregon State University

Joseph F. Rocereto

Monmouth University

Hyokjin Kwak

Drexel University

Introduction

Consumers’ online and offline marketing activities are becoming more trackable and measurable with the embracement of new technologies. This rise in various types of technology platforms has led to an unprecedented increase in customisable content (Moreau & Herd 2010; Chu & Kim 2011; Muntinga et al. 2011; Franke et al. 2012; Thota et al.2012) and personalised communications (Kwak 2012). For instance, in 2006, about 80% of marketers surveyed...

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