Sun, Jul 23, 2017 | updated 10:20 AM IST

Old age consumers feel greater risk than benefits in online ads: Study

Updated: May 19, 2017 12:11 IST      
Old age consumers feel greater risk than benefits in online ads: Study

Washington D.C. [USA], May 19 (ANI): A study finds that most of the old age online users have installed ad blockers as their perception is, internet advertisements have more risk than the benefits.

Chang-Dae Ham, from University of Illinois, said that the perception of risk is stronger than the perception of benefit, which drive them to have more privacy concerns and finally to avoid the advertising.

The team surveyed 442 college students on how they coped with what is known as online behavioural advertising.

Ham said that this is the first study to investigate the interaction of various psychological factors - or mediating variables - behind how people respond to it and why they might avoid ads.

He explained that there were not only interactions related to risk, benefit and privacy, but also self-efficacy (sense of control); reactance (reaction against perceived restrictions on freedom); and the perceived personalisation of the ads.

Giving consumers control is important because it might keep them open to some personalised online advertising, rather than installing tools like ad blockers, in use by almost 30 percent of online users in the U.S.

He also looked at the effect of greater and lesser knowledge among participants about how online behavioural advertising works.

Those with greater perceived knowledge were likely to see greater benefits, but also greater risk, he found.

Similar to those with little perceived understanding, they tilted strongly toward privacy concerns and avoiding ads.

The study conclusions could have added significance, Ham said, because research has shown that college-age individuals, like those in his study pool, are generally less concerned about privacy than those in older age groups.

If his findings are an accurate reflection of consumer attitudes, Ham said they could represent "a really huge challenge to the advertising industry" since online behavioural advertising represents a growing segment of advertising revenue.

The study appeared in the International Journal of Advertising.(ANI)

This Monsoon, eat your way to a better health with these fruits

Updated: Jul 22, 2017 18:33 IST      By: Pallavi Aman Singh

New Delhi [India], Jul 22 (ANI): Monsoon is here! Whether you're dancing with joy or sulking at home to avoid the rains, it's that time of the year when a plate full of hot samosas and bhajjiyas is all you crave.

Full Story >>

Washington D.C. [USA], Jul 22 (ANI): A recent study has paved the way for new sex-specific treatments after finding that the causes of severe antisocial behaviour may differ between boys and girls.

Full Story >>

New Delhi [India], July 22 (ANI): The world eagerly anticipated the premiere of Game of Thrones season 7 but fans aren't waiting for winter to come to enjoy Seven Kingdoms-inspired vacations, as Hotels.com™ reports a dramatic hike in searches to the stunning destinations featured in the series.

Full Story >>

New Delhi [India], July 22 (ANI): Actress Sonam Kapoor effortlessly grabbed everyone's eyeballs by walking the ramp to present Abu Jani and Sandeep Khosla's couture collection at a bridal event here.

Full Story >>

High-fat pregnancy diet risks offspring's mental health

Updated: Jul 22, 2017 10:29 IST     

Washington D.C. [USA], Jul 22 (ANI): Moms-to-be, you may want to put eating high-fat diet on your to-don't list as a recent study has linked it with health disorders such as anxiety and depression in children.

Full Story >>

Prince George looks adorable in fourth b`day portrait

Updated: Jul 22, 2017 07:00 IST     

New Delhi [India], July 22 (ANI): To mark his fourth birthday, a new image of Prince George has been released by his parents, Prince William and Duchess Kate of Cambridge.

Full Story >>

Here's how you can add lace, sheer fabrics to your wardrobe

Updated: Jul 22, 2017 06:30 IST     

New Delhi [India], July 22 (ANI): This year is all about '80s fashion - lace, sheer and ruffles. These fabric styles add zeal to the simplest of the outfits and make you look super chic.

Full Story >>

New Delhi [India], July 21 (ANI): A BharatMatrimony matchmaking survey to find out "What people expect from a life partner" saw a whopping 11,682 participants share their opinions.

Full Story >>

This monsoon, rediscover yourself amid misty hills!

Updated: Jul 21, 2017 18:35 IST     

New Delhi [India], July 21 (ANI): There are numerous ways to enjoy the rains but nothing can beat the thrill of going on a trek and rediscovering yourself amidst misty mountains.

Full Story >>

Is teen drinking okay if supervised?

Updated: Jul 21, 2017 13:37 IST     

Washington D.C. [USA], July 21 (ANI): Parents, you may want to not introduce your teenagers to alcohol as a recent study has found that rather than encouraging better drinking habits in adulthood, it could be doing more harm.

Full Story >>

Give your home a quirky look this Monsoon

Updated: Jul 21, 2017 06:43 IST     

New Delhi [India], July 21 (ANI): Monsoon means dull and gloomy weather but let it not stop you from having a bright and sunny home. Monsoons may seem to be the perfect time to get drenched in the rain, sit lazily by the window or balcony and watch the rain fall or simply, to enjoy a hot cup of ginger tea.

Full Story >>

London [UK], July 21 (ANI): Google Doodle, today, celebrates 106th birthday of Marshall McLuhan, the man who predicted the World Wide Web 30 years before it was invented.

Full Story >>

Apple cider vinegar helps with weight loss: Myth or fact?

Updated: Jul 21, 2017 05:07 IST     

Atlanta [US], July 21 (ANI): If you have ever searched the Internet for weight loss information, you would have definitely come across the following tip: Apple cider vinegar has been considered beneficial when it comes to keeping your weight down.

Full Story >>

Audi ad likening women to used cars backfires in China

Updated: Jul 20, 2017 16:31 IST     

New Delhi [India], July 20 (ANI): Oppression is a serious issue in our society, which has recently been portayed in a commercial of Audi in China.

Full Story >>

Brits more loyal to their hairdressers than their partners

Updated: Jul 20, 2017 16:01 IST     

London [UK], Jul 20 (ANI): Brits show the most loyalty to their hairdressers, a recent report has found.

Full Story >>

The poorer a child is, the more disruptive is his behaviour

Updated: Jul 20, 2017 15:37 IST     

Washington D.C. [USA], Jul 20 (ANI): Children experiencing poverty suffer greater behavioural problems, according to a recent study.

Full Story >>

Here's how HIV disparities among women can be driven down

Updated: Jul 20, 2017 14:39 IST     

Washington D.C. [USA], Jul 20 (ANI): Interventions that promote healthier sexual behaviour among black women and Latinas can help prevent HIV infections, according to a recent study.

Full Story >>

Does exercise only help men shed those extra kilos?

Updated: Jul 20, 2017 14:28 IST     

Washington D.C. [USA], Jul 20 (ANI): Turns out, women may reap fewer benefits from sweating at the gym than men.

Full Story >>

New Delhi [India], July 20 (ANI): We are all familiar with the age old adage about God creating mothers because He could not be everywhere.

Full Story >>

New Kakadu find 'rewrites' Australian human history

Updated: Jul 20, 2017 14:02 IST     

Washington D.C. [USA], Jul 20 (ANI): A recent research has found that Australia was colonised about 20,000 years before humans first arrived in Europe.

Full Story >>