How and when does online behavioral advertising work?

Who has not made this experience with online behavioral advertising yet: You just bought a new pair of Nike shoes online and all of a sudden you get to see ads for related Nike sport articles on almost every website you visit afterwards. Online behavioral advertising has become increasingly popular during the last years and it more and more replaces traditional forms of targeting, such as demographic targeting. But how effective is online behavioral advertising actually and what effect does it have on consumers’ self-perception and buying behavior? Online behavioral targeting, self-perception, and buying behavior. The three American scholars Christopher Summers, Robert Smith, and Rebecca Wa

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