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Advertising and privacy: an overview of past research and a research agenda
International Journal of Advertising ( IF 5.888 ) Pub Date : 2022-09-19 , DOI: 10.1080/02650487.2022.2122251
Sophie C. Boerman 1 , Edith G. Smit 2
Affiliation  

Abstract

By looking back at 40 years of research in the International Journal of Advertising (IJA), we provide a state-of-the-art of advertising research addressing (consumer) privacy. A systematic literature review of 84 IJA publications that address privacy in their content shows an increase of attention to privacy in advertising research. The review also reveals that privacy is connected to many different advertising formats and generally discussed in three ways: in the discussion of the context of advertising (i.e. ethics and regulations), in connection to personal traits that distinguish different consumers, and to explain advertising responses and effects. Theoretically, studies often draw upon the privacy paradox, privacy calculus model, personalization(-privacy) paradox, and persuasion knowledge model. Based on this review and current developments, we develop a research agenda for future advertising research addressing privacy, focusing on personalization in the public domain, privacy cynicism, and possible future constraints to personalization.



中文翻译:

广告和隐私:过去研究的概述和研究议程

摘要

通过回顾国际广告杂志 (IJA) 40 年的研究,我们提供了针对(消费者)隐私的最先进的广告研究。对 84 份涉及隐私问题的 IJA 出版物的系统性文献回顾表明,广告研究对隐私的关注有所增加。该评论还表明,隐私与许多不同的广告形式相关,并且通常以三种方式进行讨论:在讨论广告背景(即道德和法规)时,与区分不同消费者的个人特征相关,以及解释广告反应和效果. 理论上,研究往往借鉴隐私悖论、隐私演算模型、个性化(-隐私)悖论和说服知识模型。基于这一回顾和当前的发展,我们制定了未来广告研究的研究议程,以解决隐私问题,重点关注公共领域的个性化、隐私冷嘲热讽以及未来可能对个性化的限制。

更新日期:2022-09-19
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