Impact of the normativeness and intelligibility of privacy interpretation information on the willingness to accept targeted advertising —A cognitive load perspective

From the perspective of the user’s psychological load, this study examined the cognitive mechanism by which privacy interpretation information affects the willingness to accept targeted advertising. Our findings provide a reference for enterprises seeking to develop and improve privacy interpretation information and reduce advertising avoidance behaviour. Based on information processing theory and cognitive load theory, this study experimentally collected volunteers’ electroencephalography (EEG) data, interpreted the EEG results as representing emotions and cognitive load, and analysed the impact of the normativeness and intelligibility of privacy interpretation information on the willingness to accept targeted advertising. Intelligibility significantly affected this willingness. In the case of acceptable transparency, users were more inclined to avoid targeted advertising under low interpretability. Low interpretability caused them to expend more cognitive effort, which induced a larger N2 amplitude. In the case of unacceptable transparency, the opposite conclusion was drawn. In addition, privacy information with high interpretability was more likely to arouse users’ emotions and induce a greater amplitude of late positive potential. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1007/s12144-023-04325-6.