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.

Marnix van Gisbergen

Author

This is a long description of some author details.

Arief E. Hühn

Author

This is a long description of some author details.

Paul E. Ketelaar

Author

This is a long description of some author details.

Vassilis-Javed Khan

Author

This is a long description of some author details.

Koos Nuijten

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Research Papers

Research Papers

  • PDF