Premium
L'effet persuasif de l'intégration du prénom et de la photographie d'employés potentiels dans une publicité de recrutement
Author(s) -
Pfiffelmann Jean,
Soulez Sébastien
Publication year - 2021
Publication title -
canadian journal of administrative sciences / revue canadienne des sciences de l'administration
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.347
H-Index - 48
eISSN - 1936-4490
pISSN - 0825-0383
DOI - 10.1002/cjas.1607
Subject(s) - personalization , psychology , advertising , computer science , world wide web , business
While targeting job postings is a common practice for recruiters, they can now personalize their ads by embedding the recipients' names and photographs in the advertisement. Research shows divergent results on the effects of personalization. This experiment, conducted among 236 participants, assesses the combined effect of recruitment advertisement personalization and job targeting on attitudinal reactions. Our results show that personalization and targeting help increase self‐referencing, which in turn positively influences the attitude about the advertisement, click intention, and job‐pursuit intention. However, personalization has a negative main effect on these attitudinal reactions.