Abstract Fueled by advancing technologies that continually expand Web data tracking and aggregating capabilities, online advertising has become increasingly personalized and pervasive. This trend is largely responsible for a growing number of consumers (more than 615 million worldwide) choosing to install ad-blocking software on their computers and mobile devices. As a result, U.S. publishers and advertisers estimate that ad blockers cost them more than $28 billion in revenue in the first half of 2017, and this figure is forecast to exceed $35 billion by 2020. Rooted in a theoretical foundation of psychological reactance theory (PRT), the present study examines key cognitive and affective factors driving consumers to reject personalized advertising messages and install ad-blocking software. A structural equation analysis reveals privacy-related threats, along with benefits rooted in relevance and rewards, moderated by the type of data being used to personalize advertising messages, are contributing to this shift in consumer attitudes and behaviors. Based on these findings, the authors propose important theoretical extensions to PRT along with useful practical implications for advertisers.

中文翻译：

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对个性化的反应：了解广告屏蔽增长背后的驱动力

摘要在不断扩展Web数据跟踪和聚合功能的先进技术的推动下，在线广告已变得越来越个性化和普及。这种趋势在很大程度上是导致越来越多的消费者（全球超过6.15亿）选择在其计算机和移动设备上安装广告拦截软件的原因。因此，美国出版商和广告商估计，2017年上半年，广告拦截器给他们造成的收入超过280亿美元，并且该数字到2020年预计将超过350亿美元。扎根于心理反应理论（PRT）的理论基础），本研究调查了促使消费者拒绝个性化广告信息并安装广告拦截软件的关键认知和情感因素。结构方程式分析显示，与隐私相关的威胁以及源于相关性和奖励的好处，被用于个性化广告消息的数据类型所适度，正在助长消费者态度和行为的这种转变。基于这些发现，作者提出了对PRT的重要理论扩展以及对广告商的实用实践意义。