Mobile= location= effect

Date of publication: September 18, 2011

Abstract:

This paper reports on two studies researching the effect of mobile location-based ads to perceived intrusiveness of those ads. For the reported studies, shoppers received an ad on a smartphone in a simulated 3D supermarket (projected in four rear-projection screens). Participants received either a location congruent ad (showing a product on a shelf near the consumer), or a location-incongruent ad (the advertised product was not near the consumer). Results show that consumers perceive less intrusiveness when receiving location-congruent ads.

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