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Mining of massive datasets

by Sebastian Zimmeck, Steven M Bellovin, Huangcun Zeng, G O M Yee, Xusheng Xiao, Amit Paradkar, Suresh Thummalapenta, Tao Xie, Cristiane Raquel Woszezenki, Alexandre Leopoldo Gonçalves, Claes Wohlin, Per Runeson, Martin Höst, Magnus C Ohlsson, Björn Regnell, Anders Wesslén, Ian H Witten, Gordon W Paynter, Eibe Frank, Carl Gutwin, Craig G Nevill-Manning, Chih-Hsuan Wei, I-Chin Huang, Yi-Yu Hsu, Hung-Yu Kao, Bruce W Watson, Huaiqing Hui Wang, Matthew K O Lee, Chen Wang, N Vyas, A C Squicciarini, Chih-Cheng Chengguo Chang, Danfeng Yao, Dinusha Vatsalan, Peter Christen, Vassilios S Verykios, Rini Van Solingen, Victor R Basili, Gianluigi Caldiera, H Dieter Rombach, Kristene Unsworth, Tim Thornburgh, Mátyás Attila Sustik, J Strother Moore, Robert Susik, Szymon Grabowski, Kimmo Fredriksson, Karen Sparck Jones, Stephen Soderland, Rob Smith, Jie Xu, Edith G Smit, Guda Van Noort, Hilde A M Voorveld, Nimisha Singla, Deepak Garg, Alexandre Pacheco da Silva, Ateeq Sharfuddin, Kathy S Schwaig, Albert H Segars, Varun Grover, Kirk D Fiedler, Jacques Savoy, Ronnie E S Santos, Ellen P R Souza, Jorge S Correia-Neto, Cleyton V C Magalhães, Guilherme Vilar, Vidya SaiKrishna, Akhtar Rasool, Nilay Khare, Norman Sadeh, Alessandro Acquisti, Travis D Breaux, Lorrie Faith Cranor, Aleecia M McDonalda, Joel R Reidenbergb, Noah A Smith, Fei Liu, N Cameron Russellb, Florian Schaub, Others, Joel R Reidenberg, Travis D Breaux, Lorrie Faith Cranor, Brian French, Amanda Grannis, James T Graves, Fei Liu, Aleecia M McDonald, Thomas B Norton, Rohan Ramanath, Others, Juan Ramos, Juramos Eden, Rutgers Edu, Anand Rajaraman, Jeffrey David Jd Ullman, Jeffrey David Jd Ullman, Jeffrey David Jd Ullman, Martin F Porter, Robert Pitofsky, Sheila F Anthony, Mozelle W Thompson, Orson Swindle, Thomas B Leary, Ricardo Pérez-Castillo, Laura Sánchez-González, Mario Piattini, Félix García, I de Guzman, Ignacio de Guzmán, Mario Piattini, Angeles S Places, R Perez-Castillo, L Sanchez-Gonzalez, Mario Piattini, F Garcia, I de Guzman, Sujan Perera, Amit Sheth, Krishnaprasad Thirunarayan, Suhas Nair, Neil Shah, Siani Pearson, Frank Pasquale, Terence J Parr, Russell W Quong, Rahul Pandita, Leysia Palen, Paul Dourish, V M Orengo, C Huyck, Marina de Oliveira, Others, Mary S Neff, Roy J Byrd, Branimir K Boguraev, Markus E Nebel, Kevin P Murphy, Tom M Mitchell, Tomas Mikolov, Wen-tau Yih, Geoffrey Zweig, Ilya Sutskever, Kai Chen, Greg S Corrado, Jeffrey Dean, John Mcnaught, W J Black, S Ananiadou, Aleecia M McDonald, Robert W Reeder, Patrick Gage Kelley, Lorrie Faith Cranor, Pablo Freire Matos, Aaron K Massey, Jacob Eisenstein, Annie Anton, Peter P Swire, Others, Aydano P Machado, Rafael Ferreira, Ig Ibert Bittencourt, Endhe Elias, Patrick Brito, Evandro Costa, Luanna Lopes Lobato, Sérgio Donizetti Zorzo, Mingyoug Liu, Jiangang Yang, Daniel Lin, Michael C Loui, J Leskovec, Anand Rajaraman, Jeffrey David Jd Ullman, Michael Krauthammer, Goran Nenadic, Peter Kluegl, Martin Toepfer, Philip-Daniel Beck, Georg Fette, Frank Puppe, Patrick Gage Kelley, Lucian Cesca, Joanna Bresee, Lorrie Faith Cranor, Robert W Reeder, Richard M Karp, Michael O Rabin, Petri Kalsi, Hannu Peltola, Jorma Tarhio, Christian Carlos Jensen, Colin Potts, Christian Carlos Jensen, Tun-Min (Catherine) Jai, Nancy J King, Tom N Jagatic, Nathaniel A Johnson, Markus Jakobsson, Filippo Menczer, Mohammad Jafari, Reihaneh Safavi-Naini, Philip W L Fong, Ken Barker, R Nigel Horspool, Jason Hong, Lukas Havrlant, Vladik Kreinovich, A A Hakim, A Erwin, K I Eng, M Galinium, W Muliady, Seda Gürses, Norjihan Abdul Ghani, Zailani Mohamed Sidek, Samar Fumudoh, Usha Viswanathan, Eibe Frank, Gordon W Paynter, Ian H Witten, Carl Gutwin, Craig G Nevill-Manning, Enrico Francesconi, Andrea Passerini, Emilio Ferrara, Pasquale De Meo, Giacomo Fiumara, Robert Baumgartner, David F Ferraiolo, Ravi Sandhu, Serban Gavrila, D Richard Kuhn, Ramaswamy Chandramouli, SiMone Faro, Thierry Lecroq, Julia B Earp, Qingfeng He, William Stufflebeam, Davide Bolchini, Christian Carlos Jensen, Others, Andreas C Drichoutis, Panagiotis Lazaridis, Rodolfo M Nayga, Cícero Nogueira dos Santos, Pedro Domingos, Michael Pazzani, Raquel Dias, Jesse Davis, Mark Goadrich, Eva D’hondt, Suzan Verberne, Niklas Weber, C Koster, Lou Boves, Elisa Costante, Yuanhao Sun, Milan Petković, Jerry den Hartog, Sue Conger, Joanne H Pratt, Karen D Loch, K Bretonnel Cohen, Lawrence Hunter, Alexandre Ramos Coelho, Ashwini Choudhary, Pranav Ashar, Jitendra Kulkarni, Chih-Cheng Chengguo Chang, Huaiqing Hui Wang, Erik Paolo S Capistrano, Jengchung Victor Chen, DoMenico CAntone, SiMone Faro, James David Campbell, Avi Goldfarb, Catherine Tucker, Robert S Boyer, J Strother Moore, Robert Boguslaw, Alan F Westin, David M Blei, Andrew Y Ng, Michael I Jordan, Carlo Biagioli, Enrico Francesconi, Andrea Passerini, Simonetta Montemagni, Claudia Soria, Ralf Bender, Victor R Basili, David M Weiss, H Dieter Rombach, A K Bandara, A Russo, E C Lupu, Tae Hyun Baek, Mariko Morimoto, Kathy Wain Yee Au, Yi Fan Zhou, Zhen Huang, David Lie, Christian N Aranha, Abdulmohsen Algarni, Nasser Tairan, Elizabeth Aguirre, Dominik Mahr, Dhruv Grewal, Ko de Ruyter, Martin Wetzels, J Trent Adams, Kevin Bauer, Asa Hardcastle, Dirk Grunwald, Douglas Sicker, Alessandro Acquisti, Laura Brandimarte, George Loewenstein show all authors
Communications of the ACM ()
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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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