When are personalized promotions effective? The role of consumer control

Hye Young Kim, Ji Hee Song, Jong Ho Lee

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

The development of technology-mediated media has enabled marketers and advertisers to use personalization when interacting with customers. In this article, we explore two boundary conditions (i.e. task difficulty and relevancy) and two consumer controls (i.e. behavioral control and cognitive control) that affect the effectiveness of personalized promotions. In Experiment 1, we find that consumers working with difficult tasks exhibit higher behavioral control and higher patronage behaviors when they receive personalized than non-personalized promotions. In Experiment 2, we show that when consumers receive any promotion with irrelevant items, they exhibit higher cognitive control and higher patronage behavior with non-personalized (with many irrelevant items) than personalized (with one item) promotions. An additional test validates that behavioral and cognitive control play significant mediating roles in the relationship between contexts (i.e. task difficulty and relevancy) and patronage behaviors. We discuss the theoretical and managerial implications for the development and management of personalized promotions and consumer control in new media-oriented environments.

Original languageEnglish
Pages (from-to)628-647
Number of pages20
JournalInternational Journal of Advertising
Volume38
Issue number4
DOIs
StatePublished - 19 May 2019

Keywords

  • Personalization
  • behavioral control
  • cognitive control
  • consumer control
  • ego-depletion theory
  • personalized promotion

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