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

doi:10.1016/j.chb.2015.04.049

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

Film-Video and Media Studies

Research output: Contribution to journal › Article › peer-review

84 Scopus citations

Abstract

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 language	English (US)
Pages (from-to)	336-343
Number of pages	8
Journal	Computers in Human Behavior
Volume	51
Issue number	PA
DOIs	https://doi.org/10.1016/j.chb.2015.04.049
State	Published - May 27 2015

All Science Journal Classification (ASJC) codes

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

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10.1016/j.chb.2015.04.049

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

abstract = "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.",

author = "Sangmee Lee and Kim, {Ki Joon} and Sundar, {S. Shyam}",

note = "Funding Information: This research is supported by the Korea Science and Engineering Foundation under the WCU (World Class University) program funded through the Ministry of Education, Science and Technology , S. Korea (Grant No. R31-2008-000-10062-0 ), and the Ministry of Education , Korea, under the Brain Korea 21 Plus Project (Grant No. 10Z20130000013 ). Publisher Copyright: {\textcopyright} 2015 Elsevier Ltd. All rights reserved.",

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doi = "10.1016/j.chb.2015.04.049",

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AU - Lee, Sangmee

AU - Kim, Ki Joon

AU - Sundar, S. Shyam

N1 - Funding Information: This research is supported by the Korea Science and Engineering Foundation under the WCU (World Class University) program funded through the Ministry of Education, Science and Technology , S. Korea (Grant No. R31-2008-000-10062-0 ), and the Ministry of Education , Korea, under the Brain Korea 21 Plus Project (Grant No. 10Z20130000013 ). Publisher Copyright: © 2015 Elsevier Ltd. All rights reserved.

PY - 2015/5/27

Y1 - 2015/5/27

N2 - 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.

AB - 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.

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

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