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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Samenvatting

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.


Originele taal-2Engels
TitelProceedings CHI-Sparks 2011
StatusGepubliceerd - apr 2011
Evenementconference; CHI Sparks; 23 June 2011, Arnhem, The Netherlands - Arnhem, Nederland
Duur: 23 jun 201123 jun 2011

Congres

Congresconference; CHI Sparks; 23 June 2011, Arnhem, The Netherlands
LandNederland
StadArnhem
Periode23/06/1123/06/11
AnderCHI Sparks

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Citeer dit

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