Mobile equals location equals effect - The effect of location of perceived intrusiveness of mobile ads

In this paper first and new insights on mobile marketing effects are measured within the relevant context, a (virtual) shop, with two major important outcomes: first, a clear answer on whether mobile advertising is the effective advertising instrument of the future because one can reach the (potential) consumer within a specific context; second, for the first time insights of doing research in a virtual lab including practical do's and don’ts for researchers and a clear understanding of the (dis)advantages of a virtual lab as a research tool for companies.

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...

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