Augmented reality (AR) applications add a new dimension to the consumer experience by overlaying the consumer’s face or surroundings with virtual products. The aim of this study was to examine three ...underlying processes (spatial presence, perceived personalization, and perceived intrusiveness) that could explain the persuasiveness of AR apps. In two experiments, we compared an AR app to a non-AR app. Study 1 used an app that augmented the user’s face with virtual products (make-up), while Study 2 used an app that showed virtual products within one’s surroundings (furniture). The results showed that spatial presence and perceived personalization can explain positive persuasive responses towards AR apps. For the app that augmented the user’s face with virtual products, perceived personalization enhanced purchase intentions, while perceived intrusiveness had negative persuasive consequences. For the app that showed virtual products in one’s surroundings, spatial presence enhanced purchase intentions, and no negative persuasive consequences were found.
Smart service systems – that is, configurations of smart products and service providers that deliver smart services – are striving to increase the smartness of their offering, but potential ...consequences for customer well-being are largely overlooked. Therefore, this research investigates the impact of smartness on customer well-being (here, self-efficacy and technology anxiety) through (1) customer engagement with different smart service system actors (here, smart products and service providers) and (2) customer perceptions (here, personalization and intrusiveness perceptions) and their associated importance (here, need for personalization and intrusiveness sensitivity). A scenario-based experiment (n = 730) – which is preceded by a systematic review to conceptualize smartness – shows that customers perceive more personalization than intrusiveness in case of higher levels of smartness, resulting in customer engagement with the smart product and to some extent with the service provider. Via customer engagement with the smart product, higher levels of smartness stimulate self-efficacy, especially for customers with a high need for personalization. When customers' need for personalization is high and their intrusiveness sensitivity is low, higher levels of smartness also reduce technology anxiety via customer engagement with the smart product. Hence, the conclusion is: “The smarter, the better!”, whereby the relationship between smartness and well-being (here, self-efficacy and technological anxiety) is significantly influenced by customer heterogeneity. These findings help business practitioners in boosting customer well-being by increasing customer engagement through higher levels of smartness of their service system.
•Higher levels of smartness improve customer well-being through customer engagement.•Customers perceive more personalization than intrusiveness when smartness increases.•Personalization and intrusiveness affect engagement with smart service system actors.•Customer engagement with smart products boosts customer well-being.•Smartness–well-being relationship is subject to customer heterogeneity.
This research investigates whether interactivity of home voice assistants can reduce the consumer's perceptions of intrusiveness when using these products because of their autonomy. To do so, the ...authors applied structural equation modeling to 607 questionnaires. The results show that autonomy has a quadratic effect on intrusiveness and usefulness, being more intense for high levels of autonomy. Interactivity reduces intrusiveness both directly and indirectly through brand trust, and interactivity has a positive effect on usefulness. Furthermore, interactivity moderates the effect of autonomy on intrusiveness. These results lead to interesting managerial implications, such as the inclusion of interactive characteristics in smart products to enable consumers to control and communicate with them.
•The level of autonomy shows a non-linear positive effect on intrusiveness and usefulness.•Intrusiveness shows a negative and direct effect on usefulness.•Perceived interactivity directly and indirectly effects intrusiveness via brand trust.•Perceived interactivity moderates the positive effect of autonomy on intrusiveness.•High perceived interactivity leads to a U-shaped effect of autonomy on intrusiveness.
Sponsored advertising has generated strong advertising revenues for Facebook in recent years. As sponsored ads are built on an interactive platform that could be seen as invasive to user privacy, the ...growth of this advertising platform has important implications for consumers, and advertisers alike. As little research is available on consumer response to sponsored advertising as an interactive technology innovation, the current study assesses the effects of user perceptions of privacy risk, intrusiveness concerns and utilities of sponsored advertising on consumer attitudes and purchase intent. Testing a model derived form the technology acceptance model (TAM), the study found that privacy and intrusiveness concerns are both valid antecedent variables to perceived usefulness but not perceived ease of use of sponsored advertising. While both antecedent variables also influence consumer attitudes toward sponsored advertising, only privacy concerns have an impact product purchase intentions. The hypothesized relations between perceived usefulness, ease of use, attitudes and purchase intentions were also validated.
•Privacy and intrusiveness concerns predict perceived usefulness of sponsored ads.•Privacy and intrusiveness concerns affect attitudes toward sponsored ads.•Privacy concerns influence product purchase intentions in relation to sponsored ads.•TAM is a valid framework for studying sponsored advertising adoption via Facebook.
Applying psychological reactance theory (PRT) as a theoretical framework, this study investigates reactance-related factors to better understand why consumers avoid advertising on Facebook. An online ...survey was conducted to develop and empirically test a conceptual model that integrates the antecedents and outcomes of reactance against Facebook newsfeed ads. Specifically, the study employs Facebook users' perceptions of autonomy, freedom threat, and intrusiveness as antecedents of reactance and measures two sub-constructs of reactance: negative cognitions and anger. As the outcomes of reactance, two types of ad avoidance are examined: cognitive and behavioral. The major findings reveal that users’ perceived autonomy decreases their perceptions of ad intrusiveness. Subsequently, ad intrusiveness and freedom threat to use Facebook have a positive effect on reactance, which influences ad avoidance. Theoretical and managerial implications are also discussed.
•Using psychological reactance theory, we examine why Facebook users avoid ads.•We test a model that integrates antecedents and outcomes of reactance against ads.•Users' perception of autonomy to control ad exposure decreases ad intrusiveness.•Ad intrusiveness and freedom threat to use Facebook affect reactance positively.•Psychological reactance influences cognitive and behavioral ad avoidance on Facebook.
We study the effect of perceived personalization in advertising on social networking sites (SNSs) on consumer brand responses. In study 1 (N = 202), we test a parallel mediation via perceived ...personal relevance and intrusiveness on brand attitude (Ab) and click intention (CI). Perceived personalization improves Ab and CI by increasing the perceived personal relevance and, unexpectedly, by decreasing the perceived intrusiveness of the ad. Study 2 (N = 264) extends the processing mechanism of personalized advertising by additionally including the mediating effects of self-brand connection and reactance toward the ad. Perceived personalization has a positive indirect effect on self-brand connection via perceived personal relevance, but not via perceived intrusiveness. Self-brand connection, in turn, has a positive effect on consumers' responses. Contrary to expectations, reactance does not significantly affect brand responses. Study 2 also examines the moderating role of perceived privacy protection by the SNS. Higher levels of perceived privacy protection by the SNS do not strengthen the indirect effects of perceived personalization.
This study examined the independent and mediated associations between maternal depression symptoms (MDS), mother-child interaction, and child executive function (EF) in a prospective longitudinal ...sample of 1,037 children (50% boys) from predominantly low-income and rural communities. When children were 6, 15 and 24 months of age, mothers reported their level of depressive symptomatology. At 24 and 36 months of age, mother-child interactions during play were rated for warmth-sensitivity and harsh-intrusiveness, and dyadic joint attention and maternal language complexity were assessed from a book sharing activity. Children's EF (i.e., inhibitory control, working memory, and set shifting) were assessed at ages 36 and 48 months using a battery of six tasks. Results indicated that MDS at ages 15 and 24 months were negatively associated with children's EF at age 48 months. Additionally, harsh-intrusive mother-child interactions partially mediated this link. Although warmth-sensitivity, dyadic joint attention and maternal language complexity were all longitudinally related to EF, they did not serve as mediating mechanisms between MDS and EF. These results were obtained while controlling for multiple demographic factors, children's earlier cognitive abilities, maternal general distress and childcare experiences. Findings from this study identify 1 mechanism through which early exposure to MDS could be related to children's EF.
Location-based advertising is an entrepreneurial and innovative means for advertisers to reach out through personalised messages sent directly to mobile phones using their geographic location. The ...mobile phone users' willingness to disclose their location and other personal information is essential for the successful implementation of mobile location-based advertising (MLBA). Despite the potential enhancement of the user experience through such personalisation and the improved interaction with the marketer, there is an increasing tension between that personalisation and mobile users' concerns about privacy. While the privacy calculus theory (PCT) suggests that consumers make privacy-based decisions by evaluating the benefits any information may bring against the risk of its disclosure, this study examines the specific risks and benefits that influence consumers' acceptance of MLBA. A conceptual model is proposed based on the existing literature and a standardised survey was developed and targeted at individuals with known interests in the subject matter. From these requests, 252 valid responses were received and used to evaluate the key benefits and risks of MLBA from the users' perspectives. While the results confirmed the importance of internet privacy concerns (IPC) as an important determinant, they also indicate that monetary rewards and intrusiveness have a notably stronger impact on acceptance intentions towards MLBA. Intrusiveness is the most important risk factor in determining mobile users' intentions to accept MLBA and therefore establishing effective means of minimising the perceived intrusiveness of MLBA can be expected to have the greatest impact on achieving effective communications with mobile phone users.
•Perceived benefits of disclosing location information outweigh the perceived risks.•Privacy not a principal predictor of acceptance of mobile location-based advertising.•Intrusiveness is the greatest risk in non-acceptance of MLBA, especially in Europe.•In The Americas, expectations of monetary reward outweigh concerns of intrusiveness.•Users who allow location tracking more influenced by potential benefits than risks.
The normative developmental course of inhibitory control between 2.5 and 6.5 years, and associations with maternal and paternal sensitivity and intrusiveness were tested. The sample consisted of 383 ...children (52.5% boys). During four annual waves, mothers and fathers reported on their children’s inhibitory control using the Children's Behavior Questionnaire. During the first wave, mothers’ and fathers’ sensitivity and intrusiveness were observed and coded with the Emotional Availability Scales. Inhibitory control exhibited partial scalar invariance over time, and increased in a decelerating rate. For both mothers and fathers, higher levels of sensitivity were associated with a higher initial level of children's inhibitory control, whereas higher levels of intrusiveness predicted a slower increase in children's inhibitory control.
•Shopping with Augmented Reality (AR) offers a ‘try before you buy’ experience.•AR enhances the perceived informativeness and enjoyment.•Informativeness increases purchase intentions and willingness ...to share personal data.•Enjoyment leads to an affective process yielding a more positive brand attitude.•While AR raises perceived intrusiveness, it did not negatively affect brand response.s
Augmented Reality (AR) enables consumers to virtually try products on their own face or surroundings in real time (e.g., make-up, furniture), which could help providing consumers a ‘try before you buy’ experience when shopping online. In an online experiment, we examined the potential positive and negative effects of online product presentation with AR, compared to two non-AR product presentations on a picture of the self or a model. Results suggest that AR enhances perceived informativeness and enjoyment of the shopping experience, as opposed to both non-AR product presentations. Consequently, perceived informativeness leads to a cognitive process which enhances purchase intention and willingness to share personal data with the brand, while perceived enjoyment leads to an affective process which enhances attitude towards the brand. At the same time, AR is perceived as more intrusive, but against expectations, this does not lead to any negative effects.
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