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

Share Proceeding

Featured papers

See More


Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

Read More


K4. Movie Reviews and their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures

Subimal Chatterjee, SUNY Binghamton, USA
Ning Fu, SUNY Binghamton, USA
Qi Wang, SUNY Binghamton, USA

Read More


Explaining the Attraction Effect: An Ambiguity-Attention-Applicability Framework

Sharlene He, Concordia University, Canada
Brian Sternthal, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.