The ARF's 7th Annual Privacy Study surveyed 1,242 American consumers to understand their attitudes towards online privacy, data sharing and trust in institutions. This impactful perennial survey for the first time this year even gauged people’s feelings on AI. The study revealed a decline in perceived knowledge about online privacy, with only 40% of respondents feeling well-informed, down from 46% in 2023. Trust in media and brands also declined, particularly among younger demographics, while medical and financial institutions retained higher trust levels.
The study also highlighted increased resistance to data collection, even when tied to personalization or improved ad experiences. Consumers showed a growing aversion to sharing sensitive information and a heightened sensitivity to data breaches. Emerging concerns about AI and its impact on privacy were also noted, with AI platforms ranking among the least trusted institutions.
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This study explores the impact of Gestalt psychology on consumer behavior in mobile food delivery marketing. By analyzing brainwave activity, the research demonstrates how organizing visual elements in a Gestalt format can influence purchase decisions. The findings reveal that products placed in a Gestalt format led to higher purchase rates and lower cognitive conflict compared to non-Gestalt formats.
The study also highlights the importance of complementary cross-selling products in enhancing the visual Gestalt effect. When main and cross-selling products are placed together in a Gestalt format, consumers experience a more positive emotional response and are more likely to make a purchase. These insights can help marketers optimize product placement interfaces to boost sales and improve user experience.
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This study investigates how the adoption of GPT-4, the first paid GenAI service, influenced early adopters' payments to other digital services. The research provides insights into the payment behavior of early GPT-4 adopters and how it might help calibrate investor expectations of the GenAI market. The study uses a difference-in-differences approach to analyze payment data and offers a comprehensive view of the impact of GPT-4 on consumer payments for other digital services.
The findings suggest that early GPT-4 adopters were significantly more likely to pay for other AI tools like Github Copilot, which offers coding assistance. The study also highlights the potential of GenAI services to replace traditional web-based search tools and automate various service industries.
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This study investigates the impact of influencer follower size on brand responses. It examines whether micro-, macro- or mega-influencers are more effective in increasing brand awareness, positive brand attitudes and purchase intentions. The study finds that micro-influencers, with fewer than 100,000 followers, are more persuasive than larger influencers due to their higher perceived credibility and similarity to the audience. The research highlights the importance of choosing the right influencer size for marketing campaigns to achieve better brand outcomes.
The study also explores the underlying mechanisms that explain the effects of influencer size on brand responses. It identifies three key factors: wishful identification, perceived credibility and perceived similarity. The findings suggest that micro-influencers are more effective in enhancing brand awareness and positive brand attitudes because they are perceived as more credible and similar to the audience.
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