Impact of the normativeness and intelligibility of privacy interpretation information on the willingness to accept targeted advertising —A cognitive load perspective

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Abstract

From the perspective of the user’s psychological load, this study examined the cognitive mechanism by which privacy interpretation information affects the willingness to accept targeted advertising. Our findings provide a reference for enterprises seeking to develop and improve privacy interpretation information and reduce advertising avoidance behaviour. Based on information processing theory and cognitive load theory, this study experimentally collected volunteers’ electroencephalography (EEG) data, interpreted the EEG results as representing emotions and cognitive load, and analysed the impact of the normativeness and intelligibility of privacy interpretation information on the willingness to accept targeted advertising. Intelligibility significantly affected this willingness. In the case of acceptable transparency, users were more inclined to avoid targeted advertising under low interpretability. Low interpretability caused them to expend more cognitive effort, which induced a larger N2 amplitude. In the case of unacceptable transparency, the opposite conclusion was drawn. In addition, privacy information with high interpretability was more likely to arouse users’ emotions and induce a greater amplitude of late positive potential.

Supplementary Information

The online version contains supplementary material available at 10.1007/s12144-023-04325-6.

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Author and article information

Contributors

Qiuhua Zhu:

ORCID: http://orcid.org/0000-0002-3980-2823

20011120004@stu.hqu.edu.cn , 1562251547@qq.com

Journal

Journal ID (nlm-ta): Curr Psychol

Journal ID (iso-abbrev): Curr Psychol

Title: Current Psychology (New Brunswick, N.j.)

Publisher: Springer US (New York )

ISSN (Print): 1046-1310

ISSN (Electronic): 1936-4733

Publication date (Electronic): 16 February 2023

Pages: 1-15

Affiliations

GRID grid.411404.4, ISNI 0000 0000 8895 903X, School of Business Administration, , Huaqiao University, ; Chenghua North Road, Fengze District, Quanzhou, People’s Republic of China

Author information

Qiuhua Zhu http://orcid.org/0000-0002-3980-2823

Article

Publisher ID: 4325

DOI: 10.1007/s12144-023-04325-6

PMC ID: 9933030

SO-VID: 15efb50a-2dae-4ed7-8041-c63bdeed5f14

Copyright © © The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2023, Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

License:

This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic.

History

Date received : 28 September 2022

Date revision received : 23 January 2023

Date accepted : 24 January 2023

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