{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/129633"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/129633","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Did I see this ad because of you or me? Exploring the effects of attributional cues and ad-context congruence on advertising effects","abstract":"Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2027-05-01","abstract_html":"Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2027-05-01","abstract_has_math":false,"creators":["Sun, Ruiheng"],"institution":"University of Illinois Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Wise, Kevin","Maslowska, Ewa","Ham, Chang-Dae"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2025,"date_issued":"2025-05-08","date_published":"2025-05-08","updated_at":"2026-07-22T22:25:05Z","subjects":["Personalized Advertising","Attributional Cues","Ad-context Congruence"],"languages":["en","eng"],"rights":["Copyright 2025 Ruiheng Sun"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://hdl.handle.net/2142/129633","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Wise, Kevin","Maslowska, Ewa","Ham, Chang-Dae"]},{"key":"dc:creator","label":"Author","values":["Sun, Ruiheng"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2025-05-08","2025-05"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Personalized Advertising","Attributional Cues","Ad-context Congruence"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en","eng"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2025 Ruiheng Sun"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://hdl.handle.net/2142/129633"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2027-05-01","The student, Ruiheng Sun, accepted the attached license on 2025-05-06 at 09:22.","The student, Ruiheng Sun, submitted this Thesis for approval on 2025-05-06 at 09:37.","This Thesis was approved for publication on 2025-05-08 at 16:24.","DSpace SAF Submission Ingestion Package generated from Vireo submission #22225 on 2025-10-19 at 19:17:04","Social media platforms provide personalized advertising based on users’ online activities and social networks. These advertisements often feature attributional cues such as “suggested for you because …” to enhance personalization and transparency. According to attribution theory, attributional cues could be either internal (e.g., based on users’ own actions) or external (e.g., based on users’ social networks). The effects of these cues, as well as the possible moderating influence of ad-context congruence, remain underexplored. This thesis aimed to test the effects of attributional cues and ad-context congruence on users’ perceived personalization, selective exposure, and attitude towards the ad through an online experiment. Results showed that self-attributional cues elicit a more favorable attitude towards the ad than friend- and no-attributional cues, and perceived personalization mediates this relationship; however, no difference was found regarding ad-context congruence."]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Did I see this ad because of you or me? Exploring the effects of attributional cues and ad-context congruence on advertising effects"]}]}],"canonical_facts":{"dc:contributor":["Wise, Kevin","Maslowska, Ewa","Ham, Chang-Dae"],"dc:creator":["Sun, Ruiheng"],"dc:date":["2025-05-08","2025-05"],"dc:description":["Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2027-05-01","The student, Ruiheng Sun, accepted the attached license on 2025-05-06 at 09:22.","The student, Ruiheng Sun, submitted this Thesis for approval on 2025-05-06 at 09:37.","This Thesis was approved for publication on 2025-05-08 at 16:24.","DSpace SAF Submission Ingestion Package generated from Vireo submission #22225 on 2025-10-19 at 19:17:04","Social media platforms provide personalized advertising based on users’ online activities and social networks. These advertisements often feature attributional cues such as “suggested for you because …” to enhance personalization and transparency. According to attribution theory, attributional cues could be either internal (e.g., based on users’ own actions) or external (e.g., based on users’ social networks). The effects of these cues, as well as the possible moderating influence of ad-context congruence, remain underexplored. This thesis aimed to test the effects of attributional cues and ad-context congruence on users’ perceived personalization, selective exposure, and attitude towards the ad through an online experiment. Results showed that self-attributional cues elicit a more favorable attitude towards the ad than friend- and no-attributional cues, and perceived personalization mediates this relationship; however, no difference was found regarding ad-context congruence."],"dc:format":["application/pdf"],"dc:identifier":["https://hdl.handle.net/2142/129633"],"dc:language":["en","eng"],"dc:rights":["Copyright 2025 Ruiheng Sun"],"dc:subject":["Personalized Advertising","Attributional Cues","Ad-context Congruence"],"dc:title":["Did I see this ad because of you or me? Exploring the effects of attributional cues and ad-context congruence on advertising effects"],"dc:type":["text"],"thesis:degree_discipline":["Advertising"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["M.S."],"thesis:institution_name":["University of Illinois Urbana-Champaign"]},"updated_at":"2026-07-22T22:25:05Z"}