Stiglbauer, B., & Kovacs, C. (2019). Need for uniqueness determines reactions to web-based personalized advertising. Psychological reports, 122(1), 246-267. https://doi.org/10.1177/0033294118756353

University of Michigan - Ann Arbor

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- 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)

Need for uniqueness determines reactions to web-based personalized advertising

- 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

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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