%0 Journal Article
%T The Effect of Preference Stability and Extremity on Personalized Advertising
%A Cheng Hong
%A Cong Li
%A Jiangmeng Liu
%J Journalism & Mass Communication Quarterly
%@ 2161-430X
%D 2019
%R 10.1177/1077699018782203
%X Personalized advertising is widely believed to be an effective persuasion strategy. A typical personalized advertising process consists of two phases: The message sender first ¡°learns¡± the message receiver¡¯s preferences, and then ¡°matches¡± the message to that person according to his or her preferences. The present study argues that this process may be problematic because it assumes that an individual¡¯s preferences are always stable (i.e., preferences remain the same over time) and extreme (i.e., preferences are highly polarized). Through a 2 (message type: personalized vs. nonpersonalized) ¡Á 2 (preference stability: high vs. low) ¡Á 2 (preference extremity: high vs. low) between-participants experiment (N = 227), it is shown that the effectiveness of personalized advertising is moderated by preference stability and extremity. A new conceptualization of personalization is proposed based on the study results, and how the two phases of personalized advertising may be refined is highlighted
%K personalization
%K match
%K personalized advertising
%K preference stability
%K preference extremity
%U https://journals.sagepub.com/doi/full/10.1177/1077699018782203