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

Sangmee Lee, Ki Joon Kim, S. Shyam Sundar

Research output: Contribution to journalArticle

46 Scopus citations


This study explores the psychological effects of information tailoring, locational congruity, and product involvement on user attitudes toward location-based advertising (LBA) on mobile devices. Results from a 2 (type of information tailoring: personalization vs. customization) × 2 (level of locational congruity: high vs. low) × 2 (level of product involvement: high vs. low involvement) between-subjects experiment (N = 115) showed that customization and locational congruity were effective strategies for inducing positive attitudes about LBA and its service quality. In addition, the ad's perceived intrusiveness was found to mediate the effects of product involvement on participants' attitudes toward LBA. Implications of the findings are discussed.

Original languageEnglish (US)
Pages (from-to)336-343
Number of pages8
JournalComputers in Human Behavior
Issue numberPA
StatePublished - May 27 2015


All Science Journal Classification (ASJC) codes

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

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