Living is easy with eyes closed: Avoidance of targeted political advertising in response to privacy concerns, perceived personalization, and overload

Autor(en)
Marlis Stubenvoll, Alice Binder, Selina Noetzel, Melanie Hirsch, Jörg Matthes
Abstrakt

Political parties increasingly rely on sophisticated targeting strategies to persuade potential voters. However, questions have been raised about the effectiveness of targeted political ads, considering that citizens frequently oppose the use of their data for political purposes. In this study, we investigate three avoidance behaviors that citizens might employ in order to circumvent targeted political ads: cognitive avoidance, blocking behaviors, and privacy-protective behaviors. We test if privacy concerns, perceived personalization, and overload explain why individuals resort to avoidance behaviors. Moreover, we explore interrelations between the different avoidance strategies. Findings from a two-wave panel study (N = 428) in the context of the Viennese state election showed that privacy concerns increased cognitive avoidance and privacy-protective behaviors. In contrast, perceived personalization decreased cognitive avoidance and blocking behaviors. Cognitive avoidance further reduced privacy-protective behaviors over time, indicating that low-effort strategies might inhibit preventive actions against data collection practices.

Organisation(en)
Institut für Publizistik- und Kommunikationswissenschaft
Externe Organisation(en)
Alpen-Adria-Universität Klagenfurt
Journal
Communication Research (CR)
Band
51
Seiten
203-227
Anzahl der Seiten
25
ISSN
0093-6502
DOI
https://doi.org/10.1177/00936502221130840
Publikationsdatum
11-2022
Peer-reviewed
Ja
ÖFOS 2012
508007 Kommunikationswissenschaft
Schlagwörter
ASJC Scopus Sachgebiete
Communication, Language and Linguistics, Linguistics and Language
Link zum Portal
https://ucrisportal.univie.ac.at/de/publications/living-is-easy-with-eyes-closed-avoidance-of-targeted-political-advertising-in-response-to-privacy-concerns-perceived-personalization-and-overload(b7dc30eb-a58a-40b9-8093-6f901e770e31).html