The effect of location on perceived intrusiveness of mobile ads

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

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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 languageEnglish
Title of host publicationProceedings CHI-Sparks 2011
Publication statusPublished - Apr 2011
Eventconference; CHI Sparks; 23 June 2011, Arnhem, The Netherlands - Arnhem, Netherlands
Duration: 23 Jun 201123 Jun 2011

Conference

Conferenceconference; CHI Sparks; 23 June 2011, Arnhem, The Netherlands
CountryNetherlands
CityArnhem
Period23/06/1123/06/11
OtherCHI Sparks

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