{"id":1387,"slug":"de-keyzer-2025-personalized-advertising-meta","title":"De Keyzer et al. (2025), Journal of Advertising — meta-analysis: actual personalization outperforms imagined / scenario personalization via stronger self-referencing and perceived relevance","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["conversion-rate","behavioral-economics","interactive-tool-mechanisms"],"reference_body":"**Claim:** De Keyzer et al. (2025), *Journal of Advertising* meta-analysis: **actual personalization outperforms imagined / scenario personalization** via stronger self-referencing and perceived relevance.\n\n**Source:** De Keyzer et al. (2025), Journal of Advertising.\n\n**Confidence:** Verified (meta-analysis).\n\n**Caveat:** Personalization can trigger privacy concern; evidence suggests relevance's pull on attention typically **exceeds the privacy drag for relevant, non-creepy use**.\n\n**Why this matters for Candid:** Single sharpest finding in the brief. **A calculator's output is ACTUAL personalization** (computed from real user input), which the meta-analysis says is the more effective kind. Closes the loop from psychology → measured outcomes in advertising contexts.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"symons-johnson-1997-self-reference-meta","title":"Symons & Johnson (1997) meta-analysis — self-reference effect: information encoded in relation to the self is better recalled; the self is a well-developed elaboration construct","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"tam-ho-2006-web-personalization-mediation","title":"Tam & Ho (2006), Information Systems Research — content relevance + self-reference mediate the effect of web personalization on attention, processing, decisions; users clicked self-referent offers far more","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"research-brief-interactive-tool-mechanisms-smb-june-2026","title":"Research brief: why interactive tools deepen a business's relationship with its audience — a mechanism-level research package (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"rule-lead-mechanism-case-not-vendor-stats","title":"R1 — When recommending an interactive tool, LEAD on peer-reviewed mechanism evidence (goal-gradient, self-reference, IKEA, reciprocity, anchoring) — NOT vendor \"2× / 47% / 16.9×\" stats","kind":"rule","scope":"business","link_type":"depends-on"},{"slug":"rule-maximise-self-relevance-in-output","title":"R3 — Maximise self-relevance in the output: show the user's own number, not \"people like you average X\"; the personalization mechanism is the best-evidenced lever in the brief","kind":"rule","scope":"business","link_type":"depends-on"},{"slug":"sundar-marathe-2010-personalization-vs-customization-agency","title":"Sundar & Marathe (2010), Human Communication Research — customization (user acts) vs personalization (system acts): the appeal of customization is tied to the user's sense of agency","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-06-20T18:18:57.512Z","updated_at":"2026-06-20T18:18:57.512Z"}