The Online Behavioural Advertising Icon: Two User Studies

  • Guda van Noort
  • Edith G. Smit
  • Hilde A. M. Voorveld
Chapter
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Abstract

New Internet technologies provide the possibility of automated tracking of consumers’ Internet behaviour. Such tracking is used to create user profiles for the purpose of displaying advertisements that fit the interest of these individuals (e.g., Goldfarb and Tucker 2011; McDonald and Cranor 2010). Confident in the success of such targeted ads, businesses invested heavily in online targeted advertising and this spending is expected to increase.

Keywords

Coping Strategy Internet User User Study Online Behaviour Persuasive Message 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Guda van Noort
    • 1
  • Edith G. Smit
    • 1
  • Hilde A. M. Voorveld
    • 1
  1. 1.Amsterdam School of Communication ResearchUniversity of AmsterdamAmsterdamNetherlands

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