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The Uncanny Valley Effect in Behavioral Targeting and Information Processing of Peripheral Cues
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.
advertising  uncannyvalley  cb  consumerism  data 
december 2014 by trevf

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