Welcome to the 2025 AAA Annual Conference in Pittsburgh, PA! We are so glad you are joining us. Be sure to share your time at the conference using #AAA2025!
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While the effects of online behavioral advertising (OBA) are well-studied, limited research has examined how consumers process the fear evoked by potential privacy invasions posed by OBA. By integrating the Persuasion Knowledge Model (PKM) and the extended-Extended Parallel Process Model (e-EPPM), this study aims to explore how consumers’ awareness of behavioral tracking triggers perceptions of threat and fear, and how they cope with these emotions through different control processes. Using an online survey (N = 543), the findings reveal that both conceptual and attitudinal persuasion knowledge of OBA heightens perceived threat and fear. However, consumers’ level of self-efficacy determines whether they engage in a fear control process (defensive motivation) or a danger control process (protection motivation), leading to varying degrees of intention to click on OBA. This study underscores the significance of multidimensional persuasion knowledge and the critical role of self-efficacy in the threat and fear coping mechanism in the context of OBA. Theoretical and practical implications are discussed.
Please note: Speakers are automatically alphabetized by last name in SCHED. The speaker order here does not necessarily reflect the true authorship order of the presentation.
