Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice |
| |
| Authors: | Paul E. Ketelaar Stefan F. Bernritter Jonathan van't Riet Arief Ernst Hühn Thabo J. van Woudenberg Barbara C. N. Müller |
| |
| Affiliation: | 1. Department of Communication Science, Behavioural Science Institute, Radboud University, PO Box 9104, 6500 HE Nijmegen, The Netherlands;2. Department of Communication Science, Amsterdam School of Communication Research, University of Amsterdam, P.O. Box 15791, 1001 NG Amsterdam, The Netherlands;3. Academy for Digital Entertainment, NHTV University of Applied Science Breda, 4817 JT Breda, The Netherlands;4. Department of Social and Cultural Psychology, Behavioural Science Institute, Radboud University, PO Box 9104, 6500 HE Nijmegen, The Netherlands |
| |
| Abstract: | Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location congruency (vs. location incongruency). This study aims to disentangle these underlying constructs by showing that they differentially affect the efficacy of an ad. Using a virtual reality lab experiment, this study shows that location-congruent ads result in increased choice for the target brand as compared to location-incongruent ads, independent of medium type. However, in location-incongruent situations, mobile ads attracted more attention than point-of-sales display ads. The advantages of LBA thus do not seem to emanate from medium type, but rather from the congruency between the ad and product location. When the ad is received at a different location than the product, the mobile medium is able to enhance consumers' ad attention. |
| |
| Keywords: | location-based advertising location congruency advertising medium attention brand choice |
|
|
