Memory at Play: Personalizing Online Advertisements Based on Consumers’ Autobiographical Memory

Lewen Wei, Jin Kang, Mike Schmierbach

Research output: Contribution to journalArticle


Targeted advertising promises to increase relevance to consumers, but risks backfiring if it seems overly intrusive. In the present study, we examined whether personalizing online advertisements based on one’s autobiographical memory can foster positive reactions toward the advertisement. In two experiments, participants went through a fictitious social media website where they recalled a special memory and then saw an advertisement that was or was not personalized based upon their memory. Results demonstrate that personalized advertisements elicited favorable reactions toward the advertisement via enhanced feeling of nostalgia, but did not show an influence on positive affect or perceived intrusiveness.

Original languageEnglish (US)
Pages (from-to)322-349
Number of pages28
JournalJournal of Promotion Management
Issue number3
StatePublished - Apr 15 2020


All Science Journal Classification (ASJC) codes

  • Marketing

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