CONSUMER EMOTIONAL RESPONSES TO TARGETED ADVERTISING: IMPLICATIONS FOR PURCHASE INTENTION AND TRUST

Abstract

As advertising technologies evolve, companies have gained increasingly sophisticated tools to target consumers. This study explores how consumers emotionally respond to different types of digital advertising: targeted, personalized, and general. It also examines how different emotions influence purchase intention. Using a mixed-methods approach that combined a consumer survey (N = 96) with open-ended qualitative responses and interviews with advertising professionals, the research found that targeted ads generated the highest purchase intentions, largely due to positive emotions such as curiosity and intrigue. Personalized ads, however, triggered the strongest feelings of discomfort and invasiveness, producing a polarized emotional response that weakened their effectiveness. General ads, while less emotionally provocative, were often perceived as irrelevant and failed to generate engagement. Results also revealed that concerns about data privacy and distrust in advertisers significantly shaped emotional reactions, with most participants expressing concern about how their data is used and supporting stricter regulations. While some consumers may be growing desensitized to targeted ads, highly personalized strategies continue to cross a line for many. These findings highlight a paradox in digital advertising: precise targeting can increase relevance, but excessive personalization may backfire. Advertisers must navigate this balance by prioritizing transparency, ethical data practices, and consumer comfort.