The effect of location on perceived intrusiveness of mobile ads

A.E. Hühn; J.V. Khan; Paul E. Ketelaar; K. Nuijten; M. van Gisbergen

The effect of location on perceived intrusiveness of mobile ads

A.E. Hühn, J.V. Khan, Paul E. Ketelaar, K. Nuijten, M. van Gisbergen

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

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Abstract

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.

Original language	English
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	conference; CHI Sparks; 23 June 2011, Arnhem, The Netherlands
Country/Territory	Netherlands
City	Arnhem
Period	23/06/11 → 23/06/11
Other	CHI Sparks

Cite this

@inproceedings{babb37a5cbc74c2087c7ff1bb6adb657,

title = "The effect of location on perceived intrusiveness of mobile ads",

abstract = "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. ",

author = "A.E. H{\"u}hn and J.V. Khan and Ketelaar, {Paul E.} and K. Nuijten and {van Gisbergen}, M.",

year = "2011",

month = apr,

language = "English",

booktitle = "Proceedings CHI-Sparks 2011",

note = "conference; CHI Sparks; 23 June 2011, Arnhem, The Netherlands ; Conference date: 23-06-2011 Through 23-06-2011",

}

TY - GEN

T1 - The effect of location on perceived intrusiveness of mobile ads

AU - Hühn, A.E.

AU - Khan, J.V.

AU - Ketelaar, Paul E.

AU - Nuijten, K.

AU - van Gisbergen, M.

PY - 2011/4

Y1 - 2011/4

N2 - 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.

AB - 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.

M3 - Conference contribution

BT - Proceedings CHI-Sparks 2011

T2 - conference; CHI Sparks; 23 June 2011, Arnhem, The Netherlands

Y2 - 23 June 2011 through 23 June 2011

ER -

The effect of location on perceived intrusiveness of mobile ads

Abstract

Conference

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