#impliedsociallabels

Summary of Article 

Christopher A. Summers, Robert W. Smith and Rebecca Walker Reczek started their research with an overall goal to determine how behaviorally targeted ads result in implied social labels and the labels’ effects on consumer self-perception.  In doing so, the researchers developed three hypotheses and carried out four separate but related studies.  The first hypothesis proposes that a behaviorally targeted ad will result in a change to consumers’ self-perceptions which will ultimately cause a change in behavior to match the label given by the targeted ad.  To build on that, the researchers then hypothesized that recognition of a behaviorally targeted advertisement based on past experience facilitates future behavior as a result of the implied social label.  Finally, the team stated that hypotheses one and two are true only if the implied social label is relevant to the consumer’s past behavior.

To test these hypotheses, the team conducted a four-part lab study.  Study one observed the differences between a behaviorally targeted ad, a demographically targeted ad and an untargeted ad.  The second study took the first study a step further and explored the purchase power that results from behaviorally targeted ads and identity salience and how these factors influence purchase intention over time.  In study three, the researchers built upon their purchase intention findings to determine how behavior is related to and affected by the implied label. Finally, in study four, the third hypothesis was tested the connection between self-perception and behavior based on the relevance of the implied social label.  In conducting these studies, the research team took a mixed methods approach utilizing lab experiments, surveys and post-tests to further strengthen the validity of their work.  

Key Conclusions

Throughout the various studies within the experiment, the research team collected data that was consistent with their initial hypotheses.  In creating awareness that the advertisements they saw were a result of behaviorally targeting consumers’ self-perceptions, future behavior and purchase intention evolved. In the first part of the experiment, researchers found that targeting awareness does not single-handedly affect purchase intention; however, when paired with behavioral characterization, the behaviorally targeted ad acts as an implied social label.  The results of Study Two support the second hypothesis. The second study found that implied social labels are more relevant and recognizable as a result of behaviorally versus demographically targeted ads.  This increased recognition causes self-perception adaptation based on the implied label and adjusts purchase intention.  Study Three’s results strengthen the notion that behaviorally targeted ads first affect self-perception which later leads to behavioral and purchase adaptations.  To conclude the experiment, Study Four confirmed Hypothesis Three.  An implied label must have a connection to consumers’ previous behavior in order to adjust self-perception and yield adapted behavior. As the accuracy of an implied level increase, the effects of social labeling and adjusted self-perception also increase.  

Each of the four studies within the experiment addressed a related question, however, the researchers narrowed in on controlling specific variables to achieve the best results.  The study takes a unique approach in exploring how behaviorally targeted ads can affect the self-perceptions of consumers when the ad is seen as a social label implied by advertisers.  As customization becomes increasingly popular in the world of advertising, advertisers must recognize how to properly target the right population to relate to consumers and influence purchase behavior.  

My Opinion

Every day I see ads pop up on my browser that display the last piece of clothing I viewed on a clothing site or the latest recipe I researched.  I have long wondered why and how this happens and how effective this means of targeting has been for advertisers.  The discussion on advertisers’ ability to track online behavior to serve consumers ads that can ultimately adapt self-perception and purchase behavior surprised me in many ways.  The accuracy and speed with which these ads are targeted and the amount of information internet activity can gather and store about my behavior is a bit alarming. However, as an advertiser, this information is incredibly helpful, and I understand the growing need to reach the right consumer at the right time. This research opened my eyes to the number of ads we intentionally see on a daily basis.  It is no longer just a coincident.  However, as more research is done, it is important to monitor the grey area between successful advertising and privacy invasion.  The research drew attention to more than just the effects of implied social labeling. Many internet users are unaware of the different ways in which advertisers can target individuals.  The ability to manipulate an individual’s self-perception and change purchase behavior is not something that should be invasively taken advantage of but instead, used strategically for the benefit of the advertiser and the consumer.

Although I agree with the steps the researchers took to  develop their findings and conclusions, there were a few things that could have strengthened the research.  It would have been beneficial to conduct field observations so that participants were not explicitly aware that their internet behavior was being watched and that the ads in focus had been manipulated for the study.  In many cases the lab participants were told that the ads they were served had been affected by personality traits, prior behavior or demographics.  In the field, many people do not consciously consider whether or not they see an advertisement based on previous behavior.  In addition, a lab study provides a relatively confined opportunity to target a variety of relevant behavioral characteristics depending on the individuals’ behavior and self-perception.  A more individualized approach to the study would yield applicable results.  

In agreeing with the methodology and conclusions drawn in this experiment, further research is needed to understand the full list of implied social labeling capabilities.  In the background, more information is need that supports how an outsider’s perspective on an individual affects that person.  In implied social labeling, one of the strongest behavior-changing factors is the consumer’s recognition that a marketer believes something to be true about the consumer.  Along the same line, it would be interesting to learn more about who develops these implied labels and how to measure the credibility and relevance of an ad based on a consumer’s targeted behavior.  

Professionals in the field can greatly benefit from this research.  By acknowledging the power of implied social labels, advertisers can begin to understand how consumers’ online behavior affects their self-concepts and use this to their advantage to connect with individuals.  Additionally, this research helps to further define and understand the differences between behavioral targeting and traditional demographic targeting.  

Behaviorally targeted ads and the consequent implied social labels have the power to change advertising and create an individualized experience to enhance buying power and manipulate self-perception.  Knowledge of the effects of these ads and their ability to target relevant consumer groups continues to evolve.  While this is increasingly beneficial to advertisers, consumers should also be aware that their behavior data is collected and stored. It is important to remember that the ads we see are no longer a coincidence, and ultimately, they are curated for an “Audience of One.”

Reviewed by Rachel Kesseler

Summers, C. A., Smith, R. W., & Reczek, R. W. (2016). An audience of one:     Behaviorally targeted ads as implied social labels. Journal Of Consumer Research, 43(1), 156-178. doi:10.1093/jcr/ucw012