Multitasking and location-based advertising

Effects of perceived intrusiveness, location proximity, and product durability on avoidance

Bibliographic Data

ID21498047
AuthorsBoreum Choi (University of Seoul), Uiju Choi (Worldpanel Division, Kantar Korea), Ji Hee Song (0000-0003-3002-3943, University of Seoul, corresponding author)
Year2021
Volume40
Issue8
Pages1385-1401
Publication date2021-11-17
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueInternational Journal of Advertising (JOURNAL)
Journal identifiersISSN: 0265-0487 • E-ISSN: 1759-3948
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/02650487.2021.1982165
OpenAlexW3210372961
LanguageEN
Citations received3
References cited40

Location-based technology enables marketers to identify the consumers who pass by their stores and send them mobile advertisements or coupons. While location-based advertising (LBA) has garnered both professional and academic interest, research on the responses of consumers to LBA is still scarce. Moreover, previous studies have not evaluated consumers’ situational factors as reaction constraints to LBA. This study attempts to identify (1) the effect of consumers’ multitasking on the avoidance of LBA, (2) the mediating role of the perceived intrusiveness between consumers’ multitasking and avoidance of LBA, and (3) the moderating roles of location proximity and product durability in the relationship between consumers’ multitasking and avoidance of LBA. Three experiments show that consumers who multitask tend to avoid LBA and perceived intrusiveness mediates consumers’ avoidance of LBA. Furthermore, this study reveals that LBA from close stores and advertising of durable goods increases the perceived intrusiveness and ad avoidance of multitasking consumers. This study contributes to the literature on LBA and suggests new directions for mobile marketers and retailers wanting to use LBA

Advertising · Business · Cognitive psychology · Human multitasking · Intrusiveness · Situational ethics · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Customer Service Quality and Loyalty · Psychology · Social Psychology · Marketing

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