Study: Consumers see much greater risk than reward in online ads

The risks far outweigh the benefits for most consumers in their response to personalized online ads, known as online behavioral advertising, suggests a study by University of Illinois advertising professor Chang-Dae Ham. The perception of risk drives consumers to greater privacy concerns and to avoid the advertising. The ad industry may want to reconsider its approach as a result, he said. The study appears in the May issue of the International Journal of Advertising. …read more

Source: EurekAlert

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