Message Design Matters: The Effectiveness of Location Congruency and Openness in Smartphone Ads

• In Event: Smartphones (High-Density)

Abstract

Using a virtual reality lab experiment, this study shows that openness in smartphone ads lowers perceived ad intrusiveness (i.e., more open = less intrusive) and that perceived intrusiveness mediates the effect of openness on consumers’ attitude towards the ad. This effect is stronger for ads that are presented in a location congruent situation than for ads that are presented in a location incongruent situation. Lastly, consumers’ attitude towards the ad has a positive effect on their probability to buy the advertised brand.

Authors

• Paul Ketelaar, Radboud University

• Loes Janssen, Radboud U Nijmegen

• Marnix Van Gisbergen, University of Applied Sciences Breda), Academy for Digital Entertainment

• Arief Huhn, TU/e

• Thabo J. Joshua van Woudenberg, Radboud U Nijmegen

• Jonathan Vantriet, Radboud U Nijmegen

• Stefan F. Bernritter, Amsterdam School of Communication Research, University of Amsterdam