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)

Abstract

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).

References

  1. Agarwal, R. and J. Prasad (1997), “The Role of Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technologies,” in:Decision Sciences, 28(3), 557–582.CrossRefGoogle Scholar
  2. Ajzen, I. (1991), “The Theory of Planned Behavior,” in:Organizational Behavior and Human Decision Processes, 50(2), 179–211.CrossRefGoogle Scholar
  3. Banerjee, S. and R. R. Dholakia (2008), “Mobile Advertising: Does Location-based Advertising Work?,” in:International Journal of Mobile Marketing, 3(2), 68–74.Google Scholar
  4. Baron, R. M. and D. A. Kenny (1986), “The Moderator-mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” in:Journal of Personality and Social Psychology, 51(6), 1173–1182.CrossRefGoogle Scholar
  5. Bauer, H. H.; Reichardt, T.; Barnes, S. J. and M. M. Neumann (2005), „Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study," in:Journal of Electronic Commerce Research, 6(3), 181–192.Google Scholar
  6. Barkuus, L. and A. Dey (2003), “Location-based Services for Mobile Telephony: A Study of Users’ Privacy Concerns,” in:Proceedings of the INTERACT 2003, 9th IFIP TC13 International Conference on Human-Computer Interaction.Google Scholar
  7. Barwise, P. and C. Strong (2002), “Permission-Based Mobile Advertising,” in:Journal of Interactive Marketing, 16(1), 14–24.CrossRefGoogle Scholar
  8. Bergkvist, L. and J. Rossiter (2007), “The Predictive Validity of Multiple-item Versus Single-item Measures of the Same Constructs,” in:American Marketing Association, 44(2), 175–184.Google Scholar
  9. Bruner, G. C. and A. Kumar (2007), “Attitude toward Location-based Advertising,” in:Journal of Interactive Advertising, 7(2), 3–15.Google Scholar
  10. Cho, C. and H. J. Cheon (2004), “Why Do People Avoid Advertising on the Internet?,” in:Journal of Advertising, 33(4), 89–97.Google Scholar
  11. Duh, H. B., Tan, G. C. B. and V. H. Chen (2006), “Usability Evaluation for Mobile Device: A Comparison of Laboratory and Field Tests,” in:Proc. of MobileHCI ’06, ACM Press, 1–59593-390–5.Google Scholar
  12. Davis, F. D. (1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” in:MIS Quarterly, 13(3), 319–340.CrossRefGoogle Scholar
  13. Dhar, S. and U. Varshney (2011), “Challenges and Business Models for Mobile Location Based Services and Advertising” in:Communications of the ACM, 54(5), 121–129.CrossRefGoogle Scholar
  14. Drossos, D.; Giaglis, G. M.; Lekakos, G.; Kokkinaki, F. and M. G. Stavraki (2007). “Determinants of Effective Sms Advertising: An Experimental Study,” in:Journal of Interactive Advertising, 7(2), 16–27.Google Scholar
  15. Edwards, M.; Li, H. and J.-H. Lee (2002), “Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-up Ads,” in:Journal of Advertising, 31(3), 83–95.Google Scholar
  16. Fischer, J. E. (2010), “Studying and Talking Temporal Challenges in Mobile HCI,” in:Proc. of CHI EA ’10, ACM Press, 2927–2930.Google Scholar
  17. Fishbein, M. and I. Ajzen (1975), “Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research,” Addison-wesley Pub. Co.Google Scholar
  18. Ha, L. (1996), “Observations: Advertising Clutter in Consumer Magazines: Dimensions and Effects,” in:Journal of Advertising Research, 36(4), 76–83.Google Scholar
  19. Hosbond, J. H. and M. B. Skov (2007), “Micro Mobility Marketing: Two Cases on Location Based Supermarket Shopping Trolleys,” in:Journal of Targeting, Measurement and Analysis for Marketing, 16(1), 68–77.CrossRefGoogle Scholar
  20. Khan, V. J.; Nuijten, K. and N. Deslé (2011), “Pervasive Evaluation Application within Virtual Environments,” in:Proceedings of International Conference on Embedded Computing and Communication Systems, PECCS 2011, 261–264.Google Scholar
  21. Kjeldskov, J. and C. Graham (2003), “A Review of Mobile HCI Research Methods,” in: L. Chittaro (ed.),Proceedings of Mobile HCI 2003, Springer-Verlag, LNCS 2795, 317–335.Google Scholar
  22. Kjeldskov, J. and J. Stage (2004), “New Techniques for Usability Evaluation of Mobile Systems,” in:International Journal of Human-Computer Studies, 60(5–6), 599–620.CrossRefGoogle Scholar
  23. Kowatsch, T. and W. Maass (2010), “In-store Consumer Behavior: How Mobile Recommendation Agents Influence Usage Intentions, Product Purchases, and Store Preferences,” in:Computers in Human Behavior, 26(4), 697–704CrossRefGoogle Scholar
  24. Leppäniemi, M. and H. Karjaluoto (2005), “Factors Influencing Consumers’ Willingness to Accept Mobile Advertising: A Conceptual Model,” in:Int. J Mobile Communications, 3(3), 197–213.CrossRefGoogle Scholar
  25. Li, H.; Edwards, S. M. and J. Lee (2002), “Measuring the Intrusiveness of Advertisements: Scale Development and Validation,” in:Journal of Advertising, 31(2), 37–47.Google Scholar
  26. Liska, A. E. (1984), “A Critical Examination of the Causal Structure of the Fishbein/ Azjen Attitude- Behavior Model,” in:Social Psychology Quarterly, 47(1), 61–74.CrossRefGoogle Scholar
  27. Liu, H.; Darabi, H.; Banerjee, P. and J. Liu (2007), „Survey of Wireless Indoor Positioning Techniques and Systems," in:Applications and Reviews, 37(6), 1067–1080.Google Scholar
  28. Lin, L. Y. and C. S. Chen (2006), “The Influence of the Country-of-origin Image, Product Knowledge and Product Involvement on Consumer Purchase Decisions: An Empirical Study of Insurance and Catering Abstract Services in Taiwan,” in:Journal of Consumer Marketing, 23(5), 248-265.CrossRefGoogle Scholar
  29. MacInnis, D. J. and B. J. Jaworksi (1989), “Information Processing from Advertisements: Towards an Integrative Framework,” in:The Journal of Marketing, 53(4), 1–23.CrossRefGoogle Scholar
  30. McCoy, S.; Everard, A.; Polak, P. and D. F. Galletta (2008), “An Experimental Study of Antecedants and Consequences of Online Ad-intrusiveness,” in:Journal of Human-Computer Interaction,24(7), 672–699.CrossRefGoogle Scholar
  31. Morimoto, M. and S. Chang (2006), “Consumers’ Attitudes Towards Unsolicited Commercial E-mail and Postal Direct Mail Marketing Methods: Intrusiveness, Perceived Loss of Control, and Irritation,” in:Journal of Interactive Advertising, 7(1), 1–11.Google Scholar
  32. Muehling, D. D.; Stoltman, J. J. and S. Grossbart (1990), “The Impact of Comparative Advertising on Levels of Message Involvement,” in:Journal of Advertising, 19(4), 41–50.Google Scholar
  33. Nakhimovsky, Y.; Eckles, D. and J. Riegelsberger (2009), “Mobile User Experience Research: Challenges, Methods & Tools,” in:CHI 2009 —workshops.Google Scholar
  34. Okazaki, S. (2004), “How Do Japanese Consumers Perceive Wireless Ads? A Multivariate Analysis,” in:International Journal of Advertising, 23(4), 429–454.Google Scholar
  35. Rust, R. T. and S. Varki (1996), “Rising From the Ashes of Advertising,” in:Journal of Business Research, 37(3), 173–181.CrossRefGoogle Scholar
  36. Schwarz, N. (2007), “Attitude Construction: Evaluation in Context,” in:Social Cognition, 25(5), 638–656.CrossRefGoogle Scholar
  37. Soroa-Koury, S. and K. C. C. Yang (2010), “Factors Affecting Consumers’ Responses to Mobile Advertising From a Social Norm Theoretical Perspective,” in:Telematics and Informatics, 27(1), 103–113.CrossRefGoogle Scholar
  38. Speck, P. S. and M. T. Elliot (1997) “Predictors of Advertising Avoidance in Print and Broadcast Media,” in:Journal of Advertising, 26(3), 61–76.Google Scholar
  39. Tang, J.; Gertsch, N.; Choi, H. J.; Kobsa, A. and S. Habibi (2009), “Ad As You Go: A Study of Ad Placement on Personal Navigation Devices,” in:Proc. of the Workshop on Personalization in Mobile and Pervasive Computing, UMAP-09.Google Scholar
  40. Tsang, M. M., Ho, S.-C. and T.P. Liang (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study,” in:International Journal of Electronic Commerce, 8(3), 65–78.Google Scholar
  41. Unni, R. and R. Harmon (2007), “Perceived Effectiveness of Push vs. Pull Mobile Location-based Advertising,” in:Journal of Interactive Advertising, 7(2), 28–40.Google Scholar
  42. Varnali, K. and A. Toker (2010), “Mobile Marketing Research: The State-of-the-art,” in:International Journal of Information Management, 30(2), 144–151.CrossRefGoogle Scholar
  43. Verbeke, W. and I. Vackier, I. (2004), “Profile and Effects of Consumer Involvement in Fresh Meat,” in:Meat Science, 67(1), 159–168.CrossRefGoogle Scholar
  44. Wehmeyer, K. (2007), “Mobile Ad Intrusiveness – The Effects of Message Type and Situation,” in:eMergence: Merging and Emerging Technologies, Processes, and Institutions, 6(1), 1–18.Google Scholar
  45. Wright, P. L. (1973), “The Cognitive Processes Mediating Acceptance of Advertising,”in:Journal of Marketing Research, 10(1), 53–62.CrossRefGoogle Scholar
  46. Xu, D. J. (2006/2007), “The Influence of Personalization in Affecting Consumer Attitudes Toward Mobile Advertising in China,” in:The Journal of Computer information systems, 47(2), 9–19.Google Scholar
  47. Xu, H. and S. Gupta (2009), “The Effects of Privacy Concerns and Personal Innovativeness on Potential and Experienced Customers’ Adoption of Location-based Services,” in:Electron Markets, 19(2), 137–149.CrossRefGoogle Scholar
  48. Xu, H.; Oh, L.-B. and H.-H. Teo (2009), “Perceived Effectiveness of Text vs. Multimedia Location- Based Advertising Messaging,” in:International Journal of Mobile Communications, 17(2), 154-177.CrossRefGoogle Scholar
  49. Zhang, J. and E. Mao (2008), “Understanding the Acceptance of Mobile Sms Advertising Among Young Chinese Consumers,” in:Psychology & Marketing, 25(8), 787–805.CrossRefGoogle Scholar
  50. Zanot, E. (1984), “Public Attitudes Towards Advertising: The American Experience,” in:International Journal of Advertising, 3, 1–15Google Scholar

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

Personalised recommendations