the Influence of Online Advertisements on Consumer Behavior

Haley Hunter, Veronica Fruit, Psychology Department, Dominican University of California 50 Acacia Avenue, Bertrand Hall Room 27 San Rafael, CA 94901

Regardless of ethnicity, age, gender and time spent online, consumers are less likely to feel manipulated or deceived by companies when they shop online (Moran, 2020). However, companies have the ability to control what their consumers see online by collecting data about them automatically and often times without consent (Moran, 2020). Although personalizing an advertisement to the consumer’s needs may lead to higher purchase intention, its effect becomes weakened by the invasion of customer privacy (Doorn & Hoekstra, 2013). The present study aims to investigate the relationship between awareness of manipulating marketing practices, avoidance of advertising, and compulsive buying behaviors. Participants were 30 individuals who were asked to complete a survey consisting of questions derived from the Compulsive Buying Scale (Faber & O’Guinn, 1992), Knowledge About Online Behavioral Advertising Scale (Smit, et al., 2014), and the Ad Avoidance Scale (Mikolajczak-Degrauwe & Brengman, 2014). Results are expected to show that that consumers who are not aware of manipulating marketing practices within online advertising are more likely to take part in compulsive buying behaviors than those who are aware. Additionally, results are expected to show that consumers who are aware of manipulated marketing practices are more likely to avoid advertising. Finally, we expect to conclude that consumers who avoid advertising are less likely to take part in compulsive buying. These results suggest that online advertisements are causing increased compulsive buying behavior and consumer purchase intent, and that consumers who are aware of the advertisements will be less likely to exhibit compulsive behaviors when online shopping.

Additional Abstract Information

Presenter: Haley Hunter

Institution: Dominican University of California

Type: Poster

Subject: Psychology

Status: Approved

Time and Location

Session: Poster 10
Date/Time: Wed 1:30pm-2:30pm
Session Number: 6637