mobile = location = effect
TRANSCRIPT
MOBILE = LOCATION = EFFECT
PLEASE DO NOT FORGET TO TURN
ON YOUR SMARTPHONES
OFF = ON
BRAND ANCHORING
SMARTPHONES
Advertising
ADVERTISING AVOIDANCE MODELADVERTISING ACCEPTANCE MODEL
ALL KINDS OF RESEARCH
Why send viral commercials?Reasons: HUMOR & SURPRISENot a reason: SHOCKING & SEX
SMARTPHONES
ADVERTISERS
20%
OFF!!
Intrusiveness is a psychological reaction to ads that interfere with a
consumer's ongoing cognitive process Li, Edwards & Lee, 2002
Simple SMS based advertisingLittle research: new mobile ads
Attitude towards mobile in generalLittle research: ad intrusiveness &
LBA
Scenario/survey based research
Little user experience research
RESEARCH STATUS QUO
Effectiveness of Location Based Advertising?®
Location Based Ads
Ad Intrusiveness
Attitude mobile app
Mobile app use
BuyIntention
Attitude towards ads in general Product involvement Innovativeness
THEORY INTRUSIVENESS + REASONED ACTION + TECHNOLOGY ACCEPTANCE MODEL
((li et al, 2002; McCoy, 2008; Fishbein & Ajzen, 1975; Davis 1989)
-
Ad content
Trigger area
Product shelf
RESEARCH
X
Controllable
Manipulable
Measurable
Reproducible
Context & embodiment
A simulated 3D supermarket Projected in 4 rear-projection screens
each 3.6 meters wide by 2.6 meters high
MISFIT26 PARTICIPANTS
FIT: 27 RESPONDENTS70 participants
17-64 years (smartphone)* 17 participants dropped due to unstable bluetooth
connection
PARTICIPANTS
PROCEDURE
WelcomeBriefing (assignment)ExperimentQuestionnaire• Intrusiveness, Li et al. 2002 (7 point scale; 5 items; C’s alpha=.841)• Product involvement (adjusted products), Verbeke & Vackier, 2003 (7 point scale; 4
items; alpha=.842)• Attitude toward ads in general, Muehler, 1989 (7 point scale; 3 items; alpha=.841)• Personal Innovativeness, Agarwal & Prasad, 2003 (7 point scale; 3 items; alpha=.845)• Intention to use application, Unni & Harmon, 2007 (7 point scale; 2 items; alpha=.921• Intenion to buy product, Kowatsch & Maas, 2010 (7 point scale; single item scale)• Attitude toward application, Tsang et al, 2004; (7 point scale; single item)• Video recording
LBA
Attitude advertising in
general
Intrusiveness Attitude mobile application
Intention to use the application
Intention to buy the product
Innovativeness
Product Involvement
-,286*
,281*
-,376**,393**
,328**
,511**
,279*
R²=,232 R²=,141
R²=,481
R²=,260
* p<0,05 **p<0,001
RESULTS
Less intrusive
A more positive attitude
Increases behavioral intention
LBA
FitMisfit
0
2
4
6
2.45 3.15
Intrusiveness
• Study shows that location based communication can reduce marketing resistance
• Not only applicable to marketing but also to other regions (non-profit)
• Development of a new tool to evaluate all kinds of pervasive communication applications
RELEVANCE
• Validation studies in a real supermarket• Behavioral measurement (movement log , video
input)• Head tracking with MS Kinect (less obtrusive)• Have a more complete phone app• Ability to interact with products• Creation diversity (app, ads, brands)• Retail diversity• Social context: Avatars
FUTURE WORK
