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Title:The Uncanny Valley Effect in Behavioral Targeting and Information Processing of Peripheral Cues
Author(s):Wohn, Donghee Yvette; Sarkar, Chandan
Subject(s):behavioral advertising
behavioral targeting
uncanny valley
information processing
targeted advertising
peripheral cues
Abstract:This paper examines how young adults process information related to privacy, and how that affects their attitude towards behavioral targeted advertising. Differences between computer novices and experts were examined based on the Elaboration Likelihood Model (Petty & Cacioppo, 1984), which argues that people who have the ability to process information do so differently than those who do not have the ability. Consistent with the theory, we found that computer novices were relying on peripheral cues to process information related to security due to their lack of knowledge. We also identified an "uncanny valley" effect where people liked customization of targeted advertisements, but then became uncomfortable if the advertisements seemed to know too much of their past behavior until the suggestions were perfectly aligned with their interests.
Issue Date:2014-03-01
Citation Info:Wohn, D. Y., & Sarkar, C. (2014). The Uncanny Valley Effect in Behavioral Targeting and Information Processing of Peripheral Cues. In iConference 2014 Proceedings (p. 577 - 582). doi:10.9776/14075.
Series/Report:iConference 2014 Proceedings
Genre:Conference Paper / Presentation
Other Identifier(s):75
Publication Status:published
Peer Reviewed:yes
Rights Information:Copyright 2014 is held by the authors of individual items in the proceedings. Copyright permissions, when appropriate, must be obtained directly from the authors.
Date Available in IDEALS:2014-02-28

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