Professional magicians have long been aware of one quirk of human behaviour: People are less interested in a trick if they know how it’s performed. Behavioural scientists are now discovering that a corollary of that principle extends to targeted online advertising.
A new study from three researchers at Harvard Business School came to the conclusion that consumers are less likely to respond positively to targeted advertising if they know how exactly they were targeted. The study (available at https://hbs.me/2Ga48Xu) examined the impact of transparency on ad-consumption.
The study took a sample of 449 persons (all recruited online) who were asked to browse
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