Paid media and measurement · Quasi-experimental retargeting field study followed by scenario-based online experiment.
The Importance of Trust for Personalized Online Advertising
Alexander Bleier, Maik Eisenbeiss (2015). The Importance of Trust for Personalized Online Advertising. Journal of Retailing. https://doi.org/10.1016/j.jretai.2015.04.002.
Plain-English take
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: Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
How much weight to give this
3.5/5 Moderate evidence for a specific setting
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Quasi-experimental retargeting field study followed by scenario-based online experiment.
Consumers exposed to retargeting banners from retailers; real-world field data plus lab participants.
Judged from the publisher-described design and comparison; inspect the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
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.
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.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
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.
Possible founder application
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
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.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.