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

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 ca

SUBMITTER: Zhu Q 

PROVIDER: S-EPMC9933030 | biostudies-literature | 2023 Feb

REPOSITORIES: biostudies-literature