Convenient Or Intrusive? the Role of “When” and “Where” in Consumer Reactions to Mobile Advertising.

Location Based Advertising (LBS) through mobile phones helps remove geographical and information barriers between consumers and availability of marketplace offerings by reaching shoppers at the right place and time. Though such contextual advertising seems convenient, it may also be perceived as intrusive. In this paper we find that the effectiveness of such “convenient” advertising depends on whether consumers are in public or private places at the time of receiving the advertisement. Where they are (location) and what they are doing (context) affects their perceptions of usefulness of the ad, store evaluations, and willingness to respond to the offer.


Syagnik Banerjee and Ruby Roy Dholakia (2009) ,"Convenient Or Intrusive? the Role of “When” and “Where” in Consumer Reactions to Mobile Advertising.", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 213-214.


Syagnik Banerjee, Assistant Professor Marketing, University of Michigan, Flint, USA
Ruby Roy Dholakia, Professor of Marketing and E-Commerce, University of Rhode Island, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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