The cognitive benefits of online microtargeted political ads: explaining attitudes, political interest, and campaign knowledge

Most research on online political microtargeting has focused on negative outcomes, such as manipulation, chilling effects, or rising distrust. This study takes an alternative perspective: Based on research on congruence in advertising effects and political communication, we investigated the attitudinal and cognitive benefits of microtargeted political advertising online. Findings of a two-wave panel study during an ongoing election campaign (N = 691) indicated that the perceived fit of microtargeted political ads positively related to attitudes toward microtargeted political advertising, which, in turn, fostered political interest. Political interest was found to be a predictor of political campaign knowledge. No direct relationships between the perceived fit of microtargeted political ads and political interest as well as political campaign knowledge were found. The findings suggest that the perceived fit of microtargeted political ads can have cognitive benefits in the long run, once recipients evaluate encountered microtargeted political ads positively. Overall, the study challenges the common notion that online political microtargeting is mainly negative for democracy.