The Online Behavioural Advertising Icon: Two User Studies

  • Guda van Noort
  • Edith G. Smit
  • Hilde A. M. Voorveld
Part of the EAA Series book series


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.


Coping Strategy Internet User User Study Online Behaviour Persuasive Message 
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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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