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

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/CongresprocedureConferentiebijdrageAcademicpeer review

7 Citaten (Scopus)
4 Downloads (Pure)


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.

Originele taal-2Engels
TitelPersuasive Technology : 10th International Conference, PERSUASIVE 2015, Chicago, IL, USA, June 3-5, 2015. Proceedings
RedacteurenT. MacTavish, S. Basapur
Plaats van productieCham
Aantal pagina's12
ISBN van elektronische versie978-3-319-20306-5
ISBN van geprinte versie9783319203058
StatusGepubliceerd - 2015
Evenement10th International Conference on Persuasive Technology (PERSUASIVE 2015) - Chicago, Verenigde Staten van Amerika
Duur: 3 jun. 20155 jun. 2015
Congresnummer: 10

Publicatie series

NaamLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
ISSN van geprinte versie03029743
ISSN van elektronische versie16113349


Congres10th International Conference on Persuasive Technology (PERSUASIVE 2015)
Verkorte titelPERSUASIVE 2015
Land/RegioVerenigde Staten van Amerika
Internet adres


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