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dc.contributor.authorDe Schaepdrijver, Leen
dc.contributor.authorBaecke, Philippe
dc.contributor.authorTackx, Koen
dc.date.accessioned2022-01-17T13:45:16Z
dc.date.available2022-01-17T13:45:16Z
dc.date.issued2022en_US
dc.identifier.issn0021-8499
dc.identifier.doi10.2501/JAR-2022-012
dc.identifier.urihttp://hdl.handle.net/20.500.12127/6999
dc.description.abstractThe 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.
dc.description.sponsorshipThe authors acknowledge the research funding from the partner company, a leading player in the European telecommunications sector.
dc.language.isoenen_US
dc.subjectAddressable TV Advertising
dc.subjectTelevision Advertising
dc.subjectProgrammatic Advertising
dc.subjectPrivacy Calculus
dc.subjectData Sharing
dc.subjectCustomer Consent
dc.titleWillingness to disclose personal information in the context of addressable TV advertising. What is the role of personal and situational factors?en_US
dc.identifier.journalJournal of Advertising Researchen_US
dc.source.volume62
dc.source.issue2
dc.source.beginpage131
dc.source.endpage147
dc.identifier.eissn1740-1909
vlerick.knowledgedomainMarketing & Salesen_US
vlerick.typearticleVlerick strategic journal articleen_US
vlerick.vlerickdepartmentMKTen_US
dc.identifier.vperid172366en_US
dc.identifier.vperid151145en_US
dc.identifier.vperid107025en_US


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