摘要：随着社交媒体的发展和普及，针对消费者定制推送的个性化广告越来越常见，这种高度个性化的广告让消费者感到隐私泄露等侵入性感知，因此探索消费者体验如何影响对个性化广告的侵入性感知显得尤为重要。该研究基于启发式一系统模型探讨了社会排斥如何影响消费者对个性化广告的侵入性感知，通过三个研究发现，被排斥（vs.无排斥）消费者对个性化广告的侵入性感知水平更低，且隐私线索的敏感性感知中介了社会排斥（vs.无排斥）对消费者感知个性化广告的侵入性的影响。此外，研究还发现自我意识调节了社会排斥（vs.无排斥）对隐私线索的敏感性感知的影响。本研究结论既有助于广告从业者深入理解个性化广告侵入性的形成机制，也为企业的个性化广告政策提供了理论支持。

Abstract: Although personalized ads are common on major websites, consumers still feel invaded when viewing ads, so it is critical to explore the factors that influence intrusive perceptions. This paper explores how social exclusion affects consumers' intrusive perceptions of personalized ads based on a heuristic-systems model. Through three studies, it is found that excluded (vs. non-excluded) consumers perceive lower levels of intrusiveness in personalized advertisements and that the perceived sensitivity of privacy cues mediates the effect of social exclusion vs. non-exclusion) on consumers' perceived intrusiveness of personalized advertisements. In addition, the study found that self-consciousness moderated the effect of social exclusion vs.no exclusion) on the perceived sensitivity of privacy cues. The findings of this study contribute both to increasing the knowledge of advertising practitioners related to the perceived intrusiveness of personalized advertising and to providing strong theoretical support for firms' personalized advertising policies.