The Uncanny Valley Effect in Behavioral Targeting and Information Processing of Peripheral Cues

Wohn, Donghee Yvette; Sarkar, Chandan

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https://hdl.handle.net/2142/47273 Copy

Description

Title

The Uncanny Valley Effect in Behavioral Targeting and Information Processing of Peripheral Cues

Author(s)

• Wohn, Donghee Yvette
• Sarkar, Chandan

Issue Date

2014-03-01

Keyword(s)

• behavioral advertising
• behavioral targeting
• uncanny valley
• information processing
• targeted advertising
• peripheral cues

Abstract

"This paper examines how young adults process information related to privacy, and how that affects their attitude towards behavioral targeted advertising. Differences between computer novices and experts were examined based on the Elaboration Likelihood Model (Petty & Cacioppo, 1984), which argues that people who have the ability to process information do so differently than those who do not have the ability. Consistent with the theory, we found that computer novices were relying on peripheral cues to process information related to security due to their lack of knowledge. We also identified an ""uncanny valley"" effect where people liked customization of targeted advertisements, but then became uncomfortable if the advertisements seemed to know too much of their past behavior until the suggestions were perfectly aligned with their interests."

Publisher

iSchools

Series/Report Name or Number

iConference 2014 Proceedings

Type of Resource

text

Language

english

Permalink

http://hdl.handle.net/2142/47273

DOI

https://doi.org/10.9776/14075

Copyright and License Information

Copyright 2014 is held by the authors of individual items in the proceedings. Copyright permissions, when appropriate, must be obtained directly from the authors.

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