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

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 

Importance of Personality Traits in Personalized Advertising

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

University of Michigan - Ann Arbor

Personalization in search means that search results should take into account the reality that people's demands, goals, and tastes differ.

Personalization in Search

Personalization based on information expressly supplied by users is covered in this section, which includes Website customisation, manual profile construction, profile creation via explicit relevance judgments, and collaborative filtering.

Personalization Based on Explicit Preferences

Personalization strategies that utilize the information implicit in users' activities as they go about their information-seeking tasks are addressed in this section.

Personalization based on Implicit Relevance Cues

Personal information assistants (agents) are described in this section, which engage the user more interactively and mix explicit and implicit relevant information.

Combining Explicit and Implicit Info

Desktop search is sometimes used to describe personal information search, however because personal information is spread across multiple workstations and services, the phrase personal information management is more generally used today to describe this broader scope of use.

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