Personalization effects in recruitment advertising: the mediating role of considerateness - Archive ouverte HAL
Communication Dans Un Congrès Année : 2019

Personalization effects in recruitment advertising: the mediating role of considerateness

Jean Pfiffelmann
  • Fonction : Auteur
  • PersonId : 1042245
Nathalie Dens
  • Fonction : Auteur
  • PersonId : 1042246
Sébastien Soulez

Résumé

Across two between-subjects online experiments, we demonstrate that personalizing Facebook job advertisements with the integration of personal information in the ad increases job-pursuit intention through perceived considerateness (i.e., the feeling of being considered). Study 1 shows that need for cognition moderates the influence of personalization on considerateness, so that high need for cognition individuals do not experience considerateness when being exposed to a personalized ad containing both their first name and profile picture. Study 2 shows that only individuals with a strong personal sense of uniqueness experience considerateness when being exposed to a personalized ad containing only their first name. Therefore, the mechanism by which personalization transmits its effect on job-pursuit intention through considerateness is conditioned by personal traits. Our paper contributes to the understanding of personalized recruitment advertising by revealing a new working mechanism of ad personalization and its conditional process.
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Dates et versions

hal-02000802 , version 1 (30-01-2019)

Identifiants

  • HAL Id : hal-02000802 , version 1

Citer

Jean Pfiffelmann, Nathalie Dens, Sébastien Soulez. Personalization effects in recruitment advertising: the mediating role of considerateness. 2019 American Academy of Advertising Annual Conference, Mar 2019, Dallas, United States. ⟨hal-02000802⟩
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