Privacy Tradeoffs, Localized Deals, and Consumer Acceptance of Mobile Advertising

This study explores consumer acceptance of mobile advertising, using a nationally representative sample of U.S. adults from the Simmons National Consumer Survey (N=19,657). Consistent with privacy calculus theory, willingness to make privacy trade-offs positively predicted acceptance of mobile advertising. However, desire for a specific trade-off (local deals) was a stronger predictor than a more general theoretical willingness to make privacy trade-offs. Privacy self-efficacy positively predicted mobile ad acceptance, while Internet use had a negative effect. (http://www.aejmc.org/home/2019/05/advd-2019-abstracts/