What makes consumers willing to share their data in addressable TV advertising? The influence of personal and situational factors on consumer willingness to disclose information

Addressable advertising on television opens the door to better targeting and measurement of television advertising campaigns, but gaining access to consumer data is paramount for this new technology.
De Schepdrijver, Baecke, and Tackx

Management Slant

  • Personalization value has by far the strongest (positive) effect on willingness to disclose data, suggesting that this consumer characteristic can be used to identify the people who most likely will adopt...
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