The Impact of Retargeting on Consumer Well-Being and Purchase Intention

Abstract

In this study, the authors approached retargeting. It consists of an analysis of products seen by the user, but not purchased, and with a mathematical algorithm, present advertising in real-time, based on their behavior on different online platforms, as well as measuring the impact produced by this advertising technique on consumers' well-being. They also tried to assess its influence on consumers' purchase intentions. Data were obtained from 427 individuals who participated voluntarily in an online questionnaire. The hypotheses were tested using a series of hierarchical regressions, Pearson's correlation test, T-test, ANOVA, and Chi-square. The outcome suggests that the consumer's awareness frequency, regarding the retargeting campaigns, does not have any influence – positive or negative – on the consumer's well-being. In the same line, the authors did not find any direct connection between the exposure frequency to retargeting campaigns and the consumers' purchase intentions. However, this investigation suggests that specific messages can influence, positively, the consumer's well-being.