Association for Information Systems AIS Electronic Library (AISeL) PACIS 2013 Proceedings Pacifc Asia Conference on Information Systems (PACIS) 6-18-2013 Passive or Active: Understanding Consumers’ Behavioral Responses to Online Advertising Jian Tang Syracuse University, jtang04@syr.edu Ping Zhang Syracuse University, pzhang@syr.edu Philip Fei Wu University of Surrey, f.wu@surrey.ac.uk Follow this and additional works at: htp://aisel.aisnet.org/pacis2013 Tis material is brought to you by the Pacifc Asia Conference on Information Systems (PACIS) at AIS Electronic Library (AISeL). It has been accepted for inclusion in PACIS 2013 Proceedings by an authorized administrator of AIS Electronic Library (AISeL). For more information, please contact elibrary@aisnet.org. Recommended Citation Tang, Jian; Zhang, Ping; and Wu, Philip Fei, "Passive or Active: Understanding Consumers’ Behavioral Responses to Online Advertising" (2013). PACIS 2013 Proceedings. 188. htp://aisel.aisnet.org/pacis2013/188 CORE Metadata, citation and similar papers at core.ac.uk Provided by AIS Electronic Library (AISeL)