How persuasive is personalized advertising? A meta-analytic review of experimental evidence of the effects of personalization on ad effectiveness
Yeo, Chu and Li address the personalisation paradox, in which personalised advertising can produce both positive and negative persuasion outcomes. A meta-analytic review of over fifty experimental studies finds that personalised advertising is generally more effective than generic advertising in influencing overall persuasion, consumer attitudes and behavioural intentions. Consistent with congruity and self-referencing theories, meta-analytic structural equation modelling examines the role of perceived relevance.
Yeo, Chu and Li address the personalisation paradox, in which personalised advertising can produce both positive and negative persuasion outcomes. A meta-analytic review of over fifty experimental studies finds that personalised advertising is generally more effective than generic advertising in influencing overall persuasion, consumer attitudes and behavioural intentions. Consistent with congruity and self-referencing theories, meta-analytic structural equation modelling examines the role of perceived relevance.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
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Yeo, T. E. D., Chu, T. H., & Li, A. Q. (2025). How persuasive is personalized advertising? A meta-analytic review of experimental evidence of the effects of personalization on ad effectiveness. Journal of Advertising Research, 65(4), 616-631. doi:10.1080/00218499.2025.2467763