Team for Research in
Ubiquitous Secure Technology

Citation
Sonam Samat. "Visceral Targeting: Using Personalized Face Composites for Implicitly Targeted Marketing". Talk or presentation, 11, October, 2013.

Abstract
Online behavioral advertising has helped marketers target specific products to individuals based on their demographic information, browsing history and previous purchases. The foreseeable future involves marketers exploiting individuals’ personal information in tailoring the advertisement itself, to make it even more personalized while also making it harder for consumers to detect the personalization. This project is aimed at exploring the potential use of individuals’ faces, in the form of personalized face composites used as spokespersons on ads, to implicitly influence purchasing behavior. We ran a study in which participants’ pictures from a popular online social network were used to create personalized face composites. These composites were then presented as spokespersons on an advertisement to them. As hypothesized, we find that individuals report higher purchase intentions when shown ads with personalized face composites, although this increase was not statistically significant owing to a small sample size. Participants did not recognize themselves in the personalized composites, confirming the implicit nature of our manipulation. Directions for future work and implications for behaviorally targeted advertising are highlighted.

Electronic downloads

• Samat_2013_10_TRUST_Conference.pdf · application/pdf · 808 kbytes

• HTML

  Sonam Samat. <a
  href="http://www.truststc.org/pubs/932.html"
  ><i>Visceral Targeting: Using Personalized Face
  Composites for Implicitly Targeted
  Marketing</i></a>, Talk or presentation,  11,
  October, 2013.

• Plain text

  Sonam Samat. "Visceral Targeting: Using Personalized
  Face Composites for Implicitly Targeted Marketing".
  Talk or presentation,  11, October, 2013.

• BibTeX

  @presentation{Samat13_VisceralTargetingUsingPersonalizedFaceCompositesFor,
      author = {Sonam Samat},
      title = {Visceral Targeting: Using Personalized Face
                Composites for Implicitly Targeted Marketing},
      day = {11},
      month = {October},
      year = {2013},
      abstract = {Online behavioral advertising has helped marketers
                target specific products to individuals based on
                their demographic information, browsing history
                and previous purchases. The foreseeable future
                involves marketers exploiting individuals’
                personal information in tailoring the
                advertisement itself, to make it even more
                personalized while also making it harder for
                consumers to detect the personalization. This
                project is aimed at exploring the potential use of
                individuals’ faces, in the form of personalized
                face composites used as spokespersons on ads, to
                implicitly influence purchasing behavior. We ran a
                study in which participants’ pictures from a
                popular online social network were used to create
                personalized face composites. These composites
                were then presented as spokespersons on an
                advertisement to them. As hypothesized, we find
                that individuals report higher purchase intentions
                when shown ads with personalized face composites,
                although this increase was not statistically
                significant owing to a small sample size.
                Participants did not recognize themselves in the
                personalized composites, confirming the implicit
                nature of our manipulation. Directions for future
                work and implications for behaviorally targeted
                advertising are highlighted.},
      URL = {http://www.truststc.org/pubs/932.html}
  }
  

Posted by Carolyn Winter on 3 Jan 2014.
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