Search results

Digital advertising enables retailers to rely on large volumes of data on consumers and even leverage artificial intelligence (AI) to target consumers online with personalised and context-aware advertisements. One recent example of such advertisements is programmatic advertising (PA), which is facilitated by automatic bidding systems. Given that retailers are expected to increase their use of PA in the future, further insights on the pros and cons of PA are required. This paper aims to enhance the understanding of the implications of PA use for retailers.

A theoretical overview is conducted that compares PA to traditional advertising, with an empirical investigation into consumer attitudes towards PA (an online survey of 189 consumers using an experimental design) and a research agenda.

Consumer attitudes towards PA are positively related to attitudes towards the retailer. Further, perceived ad relevance is positively related to attitudes towards PA, which is moderated by (1) consumer perceptions of risks related to sharing their data with retailers online and (2) consumer perceptions of AI's positive potential. Surprisingly, the disclosed use of AI for PA does not significantly influence consumer attitudes towards PA.

This paper contributes to the literature on technology-enabled services by empirically demonstrating that ad relevance drives consumer attitudes towards PA. This paper further examines two contingencies: risk beliefs related to data (i.e. the source of PA) and perceptions of AI (i.e. the somewhat nebulous technology associated with PA) as beneficial. A research agenda illuminates central topics to guide future research on PA in retailing.

The purpose of this paper is to explore remembered positive eating and food experiences, aiming to gain an understanding of the nature of these past experiences.

Positive food‐related experiences were gathered through focus group interviews. These experiences were inductively categorised into recurring themes and dimensions within the themes.

An analysis of the qualitative data led to the recognition of several themes involving eating that were related to childhood memories, eating related to tourist experiences, as well as memories of commensal eating and homemade food. The experiences were drawn together into dimensions to provide deeper comprehension of the observed themes. As a result, the study suggests that remembered eating and food experiences are characterised by the self, place, food, context and time.

The study provides knowledge on what constitutes memorable positive and pleasurable food‐related experiences, which the consumer may even want to relive. Hence, the study helps managers understand the significance of providing food‐related experiences that become memorable.

The context was not predetermined to a particular eating setting, which resulted in a multidimensional framework of remembered experiences with several implications. The approach provided new insights into understanding the effects of positive and pleasurable food‐related experiences.