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Now It’s Personal: How Knowing an Ad Is Targeted Changes Its Impact

A consumer’s knowledge that an advertisement has been tailored to their interests changes how they respond, according to a new study co-authored by Yale SOM’s Jiwoong Shin. Firms evaluating marketing strategies should factor consumers’ inferences about targeted ads into their advertising decisions, Shin says.

An illustration of a bald man looking at an ad for a hair growth product that includes a version of himself with hair
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