Additional Metadata
Keywords personalization, personalized advertising, personalization effectiveness, need for uniqueness, need for cognition, perceived personalization
Thesis Advisor Fytraki, Agapi, Chen, X.
Persistent URL
Series Marketing Management
Slabbekoorn, Tamara. (2019, July 11). The moderating effect of personal characteristics on the impact of a personalized ad on attitude and purchase decision. Marketing Management. Retrieved from