Does trigger location matter? The influence of localization and motivation on the persuasiveness of mobile purchase recommendations

F.T.W. Basten, J.R.C. Ham, C.J.H. Midden, L. Gamberini, A. Spagnolli

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

6 Citations (Scopus)
2 Downloads (Pure)

Abstract

Thanks to the ubiquity of wireless network, location has become an easily available resource to exploit when sending purchase recommendations. We rely on Fogg’s Behavior model (FBM; Fogg, 2009) and on previous research to study whether the appearance of such recommendations when the user spatially approaches a target item improves the recommendation persuasiveness. We created a virtual supermarket, where products images are displayed on posters and customers can scan products’ QR codes with a tablet to buy them. The persuasiveness of triggers co-located or not with the target product was examined, in conditions of high vs. poor motivation to purchase that product. Confirming our hypotheses, triggers co-located with the target product lead to higher sales of that product. Furthermore, participants who received a colocated trigger that also contained a motivating message purchased more items than participants in other conditions. Therefore, setting triggers to appear at a specific location proximal to the target item can change behavior, especially for motivated subjects.

Original languageEnglish
Title of host publicationPersuasive Technology : 10th International Conference, PERSUASIVE 2015, Chicago, IL, USA, June 3-5, 2015. Proceedings
EditorsT. MacTavish, S. Basapur
Place of PublicationCham
PublisherSpringer
Pages121-132
Number of pages12
ISBN (Electronic)978-3-319-20306-5
ISBN (Print)9783319203058
DOIs
Publication statusPublished - 2015
Event10th International Conference on Persuasive Technology (PERSUASIVE 2015) - Chicago, United States
Duration: 3 Jun 20155 Jun 2015
Conference number: 10
https://www.id.iit.edu/persuasive2015/

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume9072
ISSN (Print)03029743
ISSN (Electronic)16113349

Conference

Conference10th International Conference on Persuasive Technology (PERSUASIVE 2015)
Abbreviated titlePERSUASIVE 2015
CountryUnited States
CityChicago
Period3/06/155/06/15
Internet address

Keywords

  • Fogg behavior model
  • Location-based
  • Motivation
  • Persuasive technology
  • Triggers
  • Virtual supermarket

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