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.
|Title of host publication||Proceedings CHI-Sparks 2011|
|Publication status||Published - Apr 2011|
|Event||conference; CHI Sparks; 23 June 2011, Arnhem, The Netherlands - Arnhem, Netherlands|
Duration: 23 Jun 2011 → 23 Jun 2011
|Conference||conference; CHI Sparks; 23 June 2011, Arnhem, The Netherlands|
|Period||23/06/11 → 23/06/11|