“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice

Ketelaar, P.E.; Bernritter, Stefan F.; Woudenberg, Thabo J. van; Rozendaal, Esther; Konig, Ruben; Hühn, A.E.; Gisbergen, M.S. Van; Janssen, Loes

doi:10.1016/j.jbusres.2018.06.018

Cited by 48 publications

(59 citation statements)

References 59 publications

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“…Others have used CAVE systems to investigate a range of shopper behaviours. For example, van't Riet et al () and Ketelaar et al () used a CAVE system to investigate the effect of location‐based advertising on attitudes and the intention to buy the advertised product. Moreover, CAVE systems have been combined with eye tracking to examine consumer choice, eye movement, and store navigation (Bigné, Llinares, & Torrecilla, ), an approach that has also been discussed in detail by Meißner, Pfeiffer, Pfeiffer, and Oppewal ().…”

Section: Theoretical Backgroundmentioning

confidence: 99%

An exploratory investigation of shopper behaviour in an immersive virtual reality store

Schnack

Wright

Holdershaw

2019

J of Consumer Behaviour

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Shopper research has long been undertaken with physical simulated stores and desktop‐operated virtual stores. However, recent developments in motion‐tracked virtual reality offer a range of new possibilities for research using immersive walk‐around virtual simulated stores. To date, there is little knowledge published on the authenticity of shopper behaviour in such immersive virtual environments. The present study therefore reports exploratory results from 153 multicategory shopping trips conducted in an immersive virtual convenience store. Observed shopper metrics and theoretical effects are compared with equivalent data obtained from published sources and found to be consistent across all measures. Specifically, shoppers purchase a plausible share of private label brands, more private label brands in lower consumption pleasure product categories, more products from higher compared with lower shelf positions, make a plausible proportion of impulsive purchases, and spend less time inspecting familiar versus unfamiliar brands. Further, time in‐store, total spending, and product handling time are higher for women than for men. These exploratory findings show that participants continue to exhibit realistic shopper behaviours in an immersive virtual simulated store. Such stores are therefore a cost‐effective alternative to other methods for measuring consumer behaviour. They offer significant potential for innovative experimental designs in consumer research, as well as potential for future use as a digital shopping channel.

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Section: Theoretical Backgroundmentioning

confidence: 99%

An exploratory investigation of shopper behaviour in an immersive virtual reality store

Schnack

Wright

Holdershaw

2019

J of Consumer Behaviour

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“…Tutumumuz, o ürün ya da hizmeti sevdiğimizi ya da sevmediğimizi belirtir (Severin ve Tankard, 2001). Tüketiciler lokasyon bazlı pazarlama sayesinde yakınında yer alan fırsatları kolayca keşfederek bunları değerlendirmektedir (Ketelaar, Bernritter, Woudenberg, Rozendaal, Konig, Hühn, & Janssen, 2018). Ayrıca tüketiciler marka ya da ürün seçiminde lokasyon bazlı pazarlamada sunulan fırsatları değerlendirerek karar vermeye ve tutum sergilemeye başlamışlardır.…”

Section: Lokasyon Bazlı Mobil Pazarlamanın Tutumuunclassified

“…Tüketiciler bu uygulamalar üzerinden bulundukları lokasyona yakın olan fırsatları kolayca keşfedebilir ve bunları değerlendirebilir hale gelmiştir. İşletmeler ise bu uygulamalarla tüketici satın alma davranışları ve en önemlisi lokasyonları ile ilgili bilgi edinebilir hale gelmişlerdir (Ketelaar, Bernritter, Woudenberg, Rozendaal , Konig, Hühn & Janssen, 2018).…”

Section: Introductionunclassified

Lokasyon Bazli Mobi̇l Pazarlama Uygulamalarinin Tüketi̇ci̇ Satin Alma Davranişlari İle İli̇şki̇si̇ Üzeri̇ne Bi̇r Araştirma

Akgünlü

Kurtaran

2020

Öneri Dergisi

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In today's hypercompetitive world, new technologies appear sometimes as a threat, other times as an oportunity for firms. Firms that can keep up with the latest trends in technology and offer their customers new marketing communication channels are the ones to turn new technologies into an advantage in the hypercompetitive environment of the business world. Together with the development of technology and the fact that it has become easier for people to reach mobile devices, the concept of 'mobile consumers' has emerged. It is easy to reach these consumers at the right time and at the right place. The important issue for firms is to reach consumers with the right and most effective marketing communications strategy. Firms that can adapt to digitalization and make investments in technology have started to choose location-based mobile marketing communication channels. In this study, a bank using location-based mobil marketing activities as a part of its mobile communication is taken into consideration. Attitudes of these consumers towards location based marketing have been measured by a survey. This research aims at contributing to firms tending to use location based mobile marketing activities and researchers interested in this topic. The research has revealed that those consumers that are opinion leaders in technology don't have a particularly positive view on location based marketing. Therefore, it is recommended that firms tending to use location based marketing rather not target these consumers.

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“…Deriving relevance for consumers based on their (or similar consumers') consumption behavior finds broad application in marketing in domains such as automated recommender systems (Häubl & Murray, 2003;Häubl & Trifts, 2000;Hennig-Thurau et al, 2012;Tsekouras et al, 2020), retargeting, and personalized advertising (Bleier & Eisenbeiss, 2015b;Lambrecht & Tucker, 2013;Tucker, 2014). The majority of the LBMM literature focuses on consumers' location (Fong et al, 2015;Li et al, 2017) or the effects of different types of message frames in LBMM (Ketelaar et al, 2018;Li et al, 2017). However, to the best of our knowledge, empirical evidence on the interplay between mobile location targeting and behavioral targeting is still scarce.…”

Section: Introductionmentioning

confidence: 99%

Behaviorally targeted location-based mobile marketing

Bernritter

Ketelaar

Sotgiu

2021

J. of the Acad. Mark. Sci.

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Marketers increasingly use behavioral targeting in location-based mobile marketing (LBMM). However, highly personalized marketing messages like this may backfire by eliciting consumer reactance. We suggest that LBMM efficacy depends on its potential to minimize consumer reactance, which can be achieved by effectively combining location targeting (in-store vs. out-store), behavioral targeting (based on consumers’ product category involvement [PCI]), and the type of promotion offered (price vs. non-price promotion). Results of a field study, a virtual reality experiment, and two online experiments show that although in-store mobile ads are generally more effective in increasing sales than out-store mobile ads, this is only the case if consumers have low PCI with the advertised product category, because this decreases their reactance. To attract consumers to stores by out-store LBMM, we show that firms should offer price promotions to consumers with low PCI and non-price promotions to consumers with high PCI, because these combinations of location targeting, behavioral targeting, and type of promotion elicit the least reactance and therefore result in a higher probability to buy.

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“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice

Cited by 48 publications

References 59 publications

An exploratory investigation of shopper behaviour in an immersive virtual reality store

An exploratory investigation of shopper behaviour in an immersive virtual reality store

Lokasyon Bazli Mobi̇l Pazarlama Uygulamalarinin Tüketi̇ci̇ Satin Alma Davranişlari İle İli̇şki̇si̇ Üzeri̇ne Bi̇r Araştirma

Behaviorally targeted location-based mobile marketing

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