Personalization payoff

Understanding receptivity to tailored/personalized digital advertising

Bibliographic Data

ID21498136
Authorssanjeev Tripathi (0000-0003-1507-5761, Marketing area, Indian Institute of Management), Varsha Jain (0000-0002-6740-4857, Department of Marketing, MICA), Janak Pandey (0000-0001-6305-2439, Marketing area, Indian Institute of Management), Altaf Merchant (0000-0002-8861-0609, University of Washington, corresponding author), Damini Goyal Gupta (0000-0002-0387-3267, Flame University)
Year2025
Pages1-29
Publication date2025-09-04
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueInternational Journal of Advertising (JOURNAL)
Journal identifiersISSN: 0265-0487 • E-ISSN: 1759-3948
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/02650487.2025.2550817
OpenAlexW4413990742
LanguageEN
Citations received2
References cited103

In the digital marketing era, firms frequently deploy personalized digital advertisements (PDA) to engage potential customers. Although consumers often welcome personalized and tailored ads, they may also deem such ads intrusive and may have privacy concerns. To address this paradox, this study examines individuals’ receptivity to personalized digital advertisements (RPDA)—specifically, their propensity to connect with and engage in such ads. We develop and validate the first comprehensive, empirically grounded scale to assess individuals’ RPDA. The scale is developed through six empirical studies involving approximately 1700 respondents. Findings reveal that RPDA comprises two dimensions: connection – consumers’ propensity to like PDA, and intention – consumers’ propensity to respond and act on such PDA. Consumers high in vanity are more receptive to PDA, which positively impacts their advocacy for brands that use PDA. As a result, this research enables practitioners to accurately measure consumer RPDA and identify optimal target segments

Advertising · Biology · Business · Economics · Internet privacy · Microeconomics · Personalization · Receptivity · Stochastic game · Computer Science · Digital Marketing and Social Media · Impact of Technology on Adolescents · Technology Adoption and User Behaviour · Marketing

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