Unraveling the personalization paradox: the effect of information collection and trust-building strategies on online advertisement effectiveness
Facebook field study for a financial services brand and a dog food brand sold in the Netherlands, highly personalised ads (age, gender, location) drew lower click-through than moderately personalised ones for both; in experiments, more personalised ads raised click-through intentions under overt collection and made no difference under covert collection; effect attributed to feelings of vulnerability, offset by trust-building strategies.
Facebook field study for a financial services brand and a dog food brand sold in the Netherlands, highly personalised ads (age, gender, location) drew lower click-through than moderately personalised ones for both; in experiments, more personalised ads raised click-through intentions under overt collection and made no difference under covert collection; effect attributed to feelings of vulnerability, offset by trust-building strategies.
Written from the full text read 2026-10-12.
What our sources record
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doi:10.1016/j.jretai.2014.09.005. Full text read (City, University of London accepted manuscript): Facebook field study for a financial services brand and a dog food brand sold in the Netherlands, highly personalised ads (age, gender, location) drew lower click-through than moderately personalised ones for both; in experiments, more personalised ads raised click-through intentions under overt collection and made no difference under covert collection; effect attributed to feelings of vulnerability, offset by trust-building strategies.