Cross-Channel Personalization Fatigue: Mapping the Cumulative Effects of Targeted Persuasion Across Media Platforms

Much of the literature (e.g., Srivastava, 2025; Brinson & Holiday, 2021) treats personalized targeting in silos—studying social media, TV, or email in isolation. But in reality, consumers face a barrage of personalized messages across platforms. This project would track and experimentally manipulate cumulative exposure to personalized ads/messages across diverse channels, measuring the onset and mechanisms of “personalization fatigue.” The study would also explore whether certain personalization strategies (behavioral vs. psychographic), message frequencies, or channel combinations accelerate or mitigate fatigue. This cross-channel, integrative perspective is largely missing in current research and could reveal new guidelines for optimizing multi-touch targeting without overwhelming consumers. The findings would be highly valuable for marketers and public health communicators seeking to maximize impact without risking burnout or resistance.

References:

1. Digital Persuasion: Measuring the Effectiveness of Influencer and Content Marketing on Indian Consumers. Aditi Srivastava (2025). INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT.
2. Understanding the influence of perceived susceptibility to addressable TV advertising targeting children on parents’ purchase intentions. Nancy H. Brinson, S. Holiday (2021). Young Consumers.