Customization in location-based advertising: Effects of tailoring source, locational congruity, and product involvement on ad attitudes

作者：

Highlights：

• Examines how individuals perceive mobile location-based advertising (LBA).

• Locational congruence positively predicts intention to use advertised product.

• Relevant LBAs have positive effects because they are seen as less intrusive.

• Customization better than personalization for promoting user attitudes toward LBA.

• Customization effects are contingent upon high product involvement.

摘要

•Examines how individuals perceive mobile location-based advertising (LBA).•Locational congruence positively predicts intention to use advertised product.•Relevant LBAs have positive effects because they are seen as less intrusive.•Customization better than personalization for promoting user attitudes toward LBA.•Customization effects are contingent upon high product involvement.

论文关键词：Location-based advertising,Customization,Product involvement,Locational congruity,Perceived intrusiveness

论文评审过程：Available online 27 May 2015, Version of Record 27 May 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.04.049