Journal article

Mining of massive datasets

Zimmeck S, Bellovin S, Zeng H, Yee G, Xiao X, Paradkar A, Thummalapenta S, Xie T, Woszezenki C, Gonçalves A, Wohlin C, Runeson P, Höst M, Ohlsson M, Regnell B, Wesslén A, Witten I, Paynter G, Frank E, Gutwin C, Nevill-Manning C, Wei C, Huang I, Hsu Y, Kao H, Watson B, Wang H, Lee M, Wang C, Vyas N, Squicciarini A, Chang C, Yao D, Vatsalan D, Christen P, Verykios V, Van Solingen R, Basili V, Caldiera G, Rombach H, Unsworth K, Thornburgh T, Sustik M, Moore J, Susik R, Grabowski S, Fredriksson K, Sparck Jones K, Soderland S, Smith R, Xu J, Smit E, Noort G, Voorveld H, Singla N, Garg D, da Silva A, Sharfuddin A, Schwaig K, Segars A, Grover V, Fiedler K, Savoy J, Santos R, Souza E, Correia-Neto J, Magalhães C, Vilar G, SaiKrishna V, Rasool A, Khare N, Sadeh N, Acquisti A, Breaux T, Cranor L, McDonalda A, Reidenbergb J, Smith N, Liu F, Russellb N, Schaub F, Others, Reidenberg J, Breaux T, Cranor L, French B, Grannis A, Graves J, Liu F, McDonald A, Norton T, Ramanath R, Others, Ramos J, Eden J, Edu R, Rajaraman A, Ullman J, Ullman J, Ullman J, Porter M, Pitofsky R, Anthony S, Thompson M, Swindle O, Leary T, Pérez-Castillo R, Sánchez-González L, Piattini M, García F, de Guzman I, de Guzmán I, Piattini M, Places A, Perez-Castillo R, Sanchez-Gonzalez L, Piattini M, Garcia F, de Guzman I, Perera S, Sheth A, Thirunarayan K, Nair S, Shah N, Pearson S, Pasquale F, Parr T, Quong R, Pandita R, Palen L, Dourish P, Orengo V, Huyck C, de Oliveira M, Others, Neff M, Byrd R, Boguraev B, Nebel M, Murphy K, Mitchell T, Mikolov T, Yih W, Zweig G, Sutskever I, Chen K, Corrado G, Dean J, Mcnaught J, Black W, Ananiadou S, McDonald A, Reeder R, Kelley P, Cranor L, Matos P, Massey A, Eisenstein J, Anton A, Swire P, Others, Machado A, Ferreira R, Bittencourt I, Elias E, Brito P, Costa E, Lobato L, Zorzo S, Liu M, Yang J, Lin D, Loui M, Leskovec J, Rajaraman A, Ullman J, Krauthammer M, Nenadic G, Kluegl P, Toepfer M, Beck P, Fette G, Puppe F, Kelley P, Cesca L, Bresee J, Cranor L, Reeder R, Karp R, Rabin M, Kalsi P, Peltola H, Tarhio J, Jensen C, Potts C, Jensen C, Jai T, King N, Jagatic T, Johnson N, Jakobsson M, Menczer F, Jafari M, Safavi-Naini R, Fong P, Barker K, Horspool R, Hong J, Havrlant L, Kreinovich V, Hakim A, Erwin A, Eng K, Galinium M, Muliady W, Gürses S, Ghani N, Sidek Z, Fumudoh S, Viswanathan U, Frank E, Paynter G, Witten I, Gutwin C, Nevill-Manning C, Francesconi E, Passerini A, Ferrara E, De Meo P, Fiumara G, Baumgartner R, Ferraiolo D, Sandhu R, Gavrila S, Kuhn D, Chandramouli R, Faro S, Lecroq T, Earp J, He Q, Stufflebeam W, Bolchini D, Jensen C, Others, Drichoutis A, Lazaridis P, Nayga R, dos Santos C, Domingos P, Pazzani M, Dias R, Davis J, Goadrich M, D’hondt E, Verberne S, Weber N, Koster C, Boves L, Costante E, Sun Y, Petković M, den Hartog J, Conger S, Pratt J, Loch K, Cohen K, Hunter L, Coelho A, Choudhary A, Ashar P, Kulkarni J, Chang C, Wang H, Capistrano E, Chen J, CAntone D, Faro S, Campbell J, Goldfarb A, Tucker C, Boyer R, Moore J, Boguslaw R, Westin A, Blei D, Ng A, Jordan M, Biagioli C, Francesconi E, Passerini A, Montemagni S, Soria C, Bender R, Basili V, Weiss D, Rombach H, Bandara A, Russo A, Lupu E, Baek T, Morimoto M, Au K, Zhou Y, Huang Z, Lie D, Aranha C, Algarni A, Tairan N, Aguirre E, Mahr D, Grewal D, de Ruyter K, Wetzels M, Adams J, Bauer K, Hardcastle A, Grunwald D, Sicker D, Acquisti A, Brandimarte L, Loewenstein G ...see all

Communications of the ACM, vol. 4, issue 1 (2014) pp. 1-22

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Abstract

This study attempts to identify the potential determinants of advertising avoidance in the context of person- alized advertising media, including unsolicited commercial e-mail, postal direct mail, telemarketing, and text messaging. Using a self-administered survey (n = 442), the proposed model is tested with structural equation modeling analysis. The findings indicate that while ad skepticism partially mediates the relationship between ad avoidance and its three determi- nants (perceived personalization, privacy concerns, and ad irritation), both privacy concerns and ad irritation have a direct positive effect on ad avoidance. However, increased perceived personalization leads directly to decreased ad avoidance.

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Authors

  • Sebastian Zimmeck

  • Steven M Bellovin

  • Huangcun Zeng

  • G O M Yee

  • Xusheng Xiao

  • Amit Paradkar

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