Personalized banner ads are a double-edged sword
Sometimes consumers might appreciate a pop-up ad that reflects the merchandise they were recently browsing online, and sometimes they just might decide to spike it and thereafter avoid the seller that placed the ad. Retailers can learn about this behavior in the September 2015 issue of the Journal of Retailing.
In "The Importance of Trust for Personalized Online Advertising," Marketing Professors Alexander Bleier, of Boston College's Carroll School of Management, and Maik Eisenbeiss, of the University of Bremen, show how trust in a particular vendor affects the degree ...





