The effect of location on the perceived intrusiveness of mobile advertisements.
Marnix van Gisbergen of De Vos & Jansen Marketinggroep, Netherlands reports on reports on two studies researching the effect of mobile location-based advertisements on the perceived intrusiveness of those advertisements . For the reported studies, shoppers received an ad on a smartphone in a simulated 3D supermarket (projected in four rear-projection screens). 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). Results show that consumers perceive less intrusiveness when receiving location-congruent ads.
