Ad Intrusiveness of Location-Based Advertising – A Virtual Reconstruction

  • Arief Ernst Hühn
  • Paul Ketelaar
  • Vassilis-Javed Khan
  • Andrés Lucero
  • Marnix van Gisbergen
  • Hans Bouwknegt
Part of the European Advertising Academy book series (EAA)


An important problem for advertisers is the general tendency to avoid advertising (Li et al., 2002; McCoy et al., 2008; Zanot, 1984). Ads typically get the 'blame' that they do not meet the goals and desires of consumers, thus the commercial message is perceived as disturbing and therefore avoided (Li et al., 2002, McCoy et al., 2008; Speck and Elliott, 1997). In order to reduce interference and ad avoidance, advertisers must use forms of marketing which reflect the situation of the consumer (Cho and Cheon, 2004).


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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Arief Ernst Hühn
    • 1
  • Paul Ketelaar
    • 2
  • Vassilis-Javed Khan
    • 3
  • Andrés Lucero
    • 4
  • Marnix van Gisbergen
    • 5
  • Hans Bouwknegt
    • 6
  1. 1.NHTV Breda University of Applied SciencesThe Netherlands
  2. 2.Radboud University of NijmegenThe Netherlands
  3. 3.NHTV Breda University of Applied SciencesThe Netherlands
  4. 4.Nokia Research CenterThe Netherlands
  5. 5.NHTV Breda University of Applied SciencesThe Netherlands
  6. 6.NHTV Breda University of Applied SciencesThe Netherlands

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