Advertising · Quasi-experimental retargeting field study followed by scenario-based online experiment.
The Importance of Trust for Personalized Online Advertising
Journal of Retailing · 2015
Summary
Greater personalization depth increased click-through only for a more trusted retailer and reduced it for a less trusted retailer; trust also shaped usefulness/reactance in the lab.
For your marketing
Possible founder application
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Reported result
What the study found
Greater personalization depth increased click-through only for a more trusted retailer and reduced it for a less trusted retailer; trust also shaped usefulness/reactance in the lab.
Research question
What the authors investigated
Does retailer trust moderate the effectiveness and privacy/reactance consequences of personalized retargeting?
Design
Quasi-experimental retargeting field study followed by scenario-based online experiment.
Sample and setting
Consumers exposed to retargeting banners from retailers; real-world field data plus lab participants.
Scope and transfer
Limitations to keep in view
Quasi-experimental field data cannot fully establish random causal effects; scenario experiment and retailer-specific trust limit generalization.
Research sources
Publisher abstract explicitly reports the quasi-experimental field study, lab design, and trust-dependent click-through result. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.