Willingness to disclose personal information in the context of addressable TV advertising. What is the role of personal and situational factors?
De Schaepdrijver, Leen Baecke, Philippe Tackx, Koen
De Schaepdrijver, Leen
Baecke, Philippe
Tackx, Koen
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2022
Journal
Journal of Advertising Research
Book
Publication Volume
62
Publication Issue
2
Publication Begin page
131
Publication End page
147
Publication Number of pages
Collections
Abstract
The new technology of addressable advertising on TV opens the door to better targeting and measurement of TV advertising campaigns. However, gaining access to consumer data is paramount for this new technology. This article aims to understand consumers’ willingness to disclose personal information in the context of addressable advertising by applying privacy calculus theory. The authors administered a survey to 1,858 participants, examining the influence of both personal and situational factors on consumers’ willingness to disclose information. Personalization value is the strongest antecedent of willingness to disclose data, followed by privacy concerns and institutional trust. Moreover, the authors suggest how situational factors such as type of data and customer benefits—controllable by companies—influence individuals’ willingness to disclose information and how they might balance out each other.
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Keywords
Addressable TV Advertising, Television Advertising, Programmatic Advertising, Privacy Calculus, Data Sharing, Customer Consent