- Explains why CNFU means that people will have different reactions to personalized advertising 
- Advertising most effective when the regulatory focus of the individual and situation are the same 
- Consists of promotion and prevention regulatory focus 

Regulatory focus theory (RFT) 

- An indicator of approach behaviors and shows WPA and irritation 
- Evaluation of WPA focuses on the promotional aspect

Creative choice

- An indicator of avoidance behavior and is most likely a result of high level of irritation 
- Evaluation of WPA focuses on the prevention aspect 

Similarity avoidance

- A concept that describes how much consumers wish to set themselves apart from others through their purchasing behaviors 
- Supported by the uniqueness theory: perceived advertising value varies for different people 
- Explains which kinds of advertising people prefer - people with high levels of CNFU prefer fewer targeted ads based on their purchases
- 2 dimensions: creative choice and similarity avoidance
- Correlation between these two dimensions could be stimulated by the need for unique personality characteristics

University of Michigan - Ann Arbor

- Can be predicted by consumers’ need for uniqueness (CNFU) 
- People with more creative choice are more likely to pay attention to WPA

Web-based personalized advertising (WPA)

Stiglbauer, B., & Kovacs, C. (2019). Need for uniqueness determines reactions to web-based personalized advertising. Psychological reports, 122(1), 246-267.

Need for uniqueness determines reactions to web-based personalized advertising

Consumers’ need for uniqueness (CNFU)

- Personality traits can impact how people perceive advertising, especially advertisement that is personalized 
- Individual differences, motivational systems, and product category affect and shape interpretations and perceptions people have towards personalized advertising 
- Should aim advertisements at personality traits to increase engagement 

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