since lba can improve advertising relevance by giving the customer control over what, when, where, and how they receive ads, it provides them with more relevant information, personalized message, and targeted offer. vidaille (2007) stated, “with a targeted message, we’ve reached about 20 percent response rate. that’s incredibly good”. the internet can do similar things, such as sending new information about products, promotional coupons, or asking consumers' opinion, but few people respond to e-mail marketing because it’s not personal anymore. in contrast, lba gives consumers relevant information rather than spam; therefore, it increases the chances of getting higher responses.