To Avoid or Not to Avoid
Understanding Korean Instagram Users' Responses to Personalized Advertising Through Privacy Calculus and Need for Cognition
Bibliographic Data
| ID | 22006751 |
|---|---|
| Authors | Hayeon Kim (0000-0002-6529-0921, Yonsei University), Donga Jeong (0009-0009-8916-299X, Yonsei University), Sang Woo Lee (0000-0002-8670-4361, Yonsei University, corresponding author) |
| Year | 2026 |
| Volume | 16 |
| Issue | 2 |
| Publication date | 2026-04-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | SAGE Open (JOURNAL) |
| Journal identifiers | ISSN: 2158-2440 • E-ISSN: 2158-2440 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/21582440261429613 |
| OpenAlex | W7164135675 |
| Language | EN |
| References cited | 67 |
This study explores the dual effects of perceived personalization on advertising value and privacy risk perceptions among Korean Instagram users. The results reveal that perceived personalization reduces advertising avoidance by enhancing informativeness, entertainment, and credibility, while simultaneously lowering concerns about data collection and misuse. The strength of these indirect effects varies depending on users’ Need for Cognition (NFC). For low-NFC users, personalization reduces advertising avoidance primarily through increased informativeness and entertainment. In contrast, for high-NFC users, the effect is driven by enhanced informativeness, credibility, and reduced concerns about data collection. These results advance theoretical understanding by identifying distinct psychological mechanisms through which personalization influences user responses. The findings also offer strategic guidance for marketers by highlighting how cognitively tailored advertisements that emphasize clear utility and transparent data practices can foster user trust and reducing avoidance behavior
Cognition · Data collection · Need for cognition · Perception · Personalization · Risk perception · Digital Marketing and Social Media · Privacy, Security, and Data Protection · Technology Adoption and User Behaviour
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| Citation velocity | historical |
|---|---|
| Highly cited | No |