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Go with the flow: effects of transparency and user control on targeted advertising using flow charts

Boekbijdrage - Boekhoofdstuk Conferentiebijdrage

Targeted advertising reaches users based on various traits, such as demographics or behavior. However, users are often reluctant to accept ads. We hypothesise that users are more open to targeted advertising if they can inspect, control and thereby understand the underlying process in an adequate manner. We present the results of a between-subjects user study (N=200) that investigated to what extent four key aspects of ads (Quality, Behavioral Intention, Understanding and Attitude) are affected by transparency and user control using a flow chart. Our results indicate that positive effects of flow charts reported from other domains may also be applicable to advertising: using these to provide transparency together with user control is found to have more positive effects on domain-specific quality measures than established, text-based approaches or using either of the techniques in isolation. The paper concludes with recommendations for practitioners aiming to improve user response to ads.
Boek: Proceedings of the 2016 International Working Conference on Advanced Visual Interfaces
Pagina's: 68 - 75
ISBN:9781450341318
Jaar van publicatie:2016
Toegankelijkheid:Closed