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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Hühn, A. E., Khan, J. V., Ketelaar, P., Nuijten, K., & van Gisbergen, M. (2011). The effect of location on perceived intrusiveness of mobile ads. In Proceedings CHI-Sparks 2011
Hühn, A.E. ; Khan, J.V. ; Ketelaar, P. ; Nuijten, K. ; van Gisbergen, M. / The effect of location on perceived intrusiveness of mobile ads. Proceedings CHI-Sparks 2011. 2011.
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Hühn, AE, Khan, JV, Ketelaar, P, Nuijten, K & van Gisbergen, M 2011, The effect of location on perceived intrusiveness of mobile ads. in Proceedings CHI-Sparks 2011. conference; CHI Sparks; 23 June 2011, Arnhem, The Netherlands, Arnhem, Netherlands, 23/06/11.

The effect of location on perceived intrusiveness of mobile ads. / Hühn, A.E.; Khan, J.V.; Ketelaar, P.; Nuijten, K.; van Gisbergen, M.

Proceedings CHI-Sparks 2011. 2011.

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

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

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AU - Khan, J.V.

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AU - Nuijten, K.

AU - van Gisbergen, M.

PY - 2011/4

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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

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Hühn AE, Khan JV, Ketelaar P, Nuijten K, van Gisbergen M. The effect of location on perceived intrusiveness of mobile ads. In Proceedings CHI-Sparks 2011. 2011