Mobile equals location equals effect - The effect of location of perceived intrusiveness of mobile ads
Arief E. HühnRadboud University, Netherlands
Vassilis-Javed KhanNHTV Breda University of Applied Sciences, Netherlands
Marnix van GisbergenNetherlands
Koos Nuijten is Senior Lecturer and Researcher, NHTV Breda University of Applied Sciences, Netherlands.
Paul E. Ketelaar is Assistant Professor in Communication Science, Radboud University and Katholieke Universiteit Leuven, Netherlands.
How can you reach your consumer? Not so easy. Consumers have a common tendency towards advertising avoidance (Li, Edwards and Lee, 2002; McCoy, Everard, Polak and Galletta, 2008). Why? Well, why not? Consumers consider...