Mobile = location = effect. The effect of location of perceived intrusiveness of mobile ads
SourceEsomar Publication Series, (2011), pp. 315-322
Article / Letter to editor
Display more detailsDisplay less details
SW OZ NISCO CW
SW OZ BSI CW
Esomar Publication Series
SubjectCommunication and Media
We report 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 4 rear-projection screens each 3.6 meters wide by 2.6 meters high). 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). Our results show that consumers perceive less intrusiveness when receiving location-congruent ads.
Upload full text
Use your RU credentials (u/z-number and password) to log in with SURFconext to upload a file for processing by the repository team.