Location-Based Advertising in Context

180 Pages·2016·10.04 MB·English

A catalogue record is available from the Eindhoven University of Technology Library

ISBN: 978-90-386-4146-1

© 2016, Arief Ernst Hühn
All rights reserved. No part of this book may be reproduced or transmitted in any form
or by any means, electronical or mechanical, including photocopying, recording, or by
any information storage and retrieval system without permission of the author.

The work described in this thesis has been carried out as part of the project “User
Experience in Virtual Worlds” sponsored by Nationaal Regieorgaan Praktijkgericht
Onderzoek SIA under the RAAK PRO program.
Location-Based Advertising in Context
The effects of location-congruency, goal relevance & medium type

PROEFSCHRIFT

ter verkrijging van de graad van doctor aan de
Technische Universiteit Eindhoven, op gezag van
de rector magnificus prof.dr.ir. F.P.T. Baaijens,
voor een commissie aangewezen door het College
voor Promoties, in het openbaar te verdedigen op
maandag 12 september 2016 om 14:00 uur

door

Arief Ernst Hühn

geboren te Nijmegen
Dit proefschrift is goedgekeurd door de promotoren en de samenstelling van de
promotiecommissie is als volgt:

voorzitter: prof.dr.ir. J.H. Eggen
1e promotor: prof.dr. P. Markopoulos
copromotor(en): dr.ir. V.J. Khan
dr. P.E. Ketelaar
leden: prof.dr. M.A. Buijzen (Radboud Universiteit)
prof.dr. P. Briggs (Northumbria University)
dr. A. Meschtscherjakov (University of Salzburg)
prof.dr.ir. Y.A.W. de Kort

Het onderzoek of ontwerp dat in dit proefschrift wordt beschreven is uitgevoerd
in overeenstemming met de TU/e Gedragscode Wetenschapsbeoefening.
Untuk Ejang Putri dan Ejang Kakung
Für Oma Koekkoek und Opa Hatsjie

TABLE OF CONTENTS
ACKNOWLEDGEMENTS .............................................................................................. 9
CHAPTER 1| INTRODUCTION AND OUTLINE ............................................................. 11
RESEARCH OBJECTIVES, RESEARCH APPROACH AND CONTENTS OF THIS STUDY 21
CONTENTS OF THE THESIS ................................................................................... 22
CHAPTER 2 | THE EFFECT OF LOCATION-CONGRUENCY ON THE INTRUSIVENESS OF
LOCATION-BASED ADVERTISEMENTS ....................................................................... 25
INTRODUCTION ................................................................................................... 27
BACKGROUND ..................................................................................................... 28
METHOD .............................................................................................................. 33
STUDY 1: PILOT .................................................................................................... 36
STUDY 2: LARGE SCALE ........................................................................................ 38
GENERAL RESULTS AND LESSONS LEARNED ........................................................ 42
CONCLUSION ....................................................................................................... 43
LIMITATIONS AND FUTURE WORK ....................................................................... 45
CHAPTER 3 | THE EFFECT OF LOCATION CONGRUENCY ON INTRUSIVENESS - AN
EXAMINATION THROUGH VIDEO-SCENARIOS AND VIRTUAL ENVIRONMENTS ......... 47
INTRODUCTION ................................................................................................... 49
BACKGROUND ..................................................................................................... 50
OUR COMPARISON OF TWO STUDIES .................................................................. 56
STUDY 1: EVALUATION WITH VIRTUAL ENVIRONMENTS ..................................... 58
STUDY 2: EVALUATION WITH VIDEO-SCENARIOS ................................................ 62
DISCUSSION & CONCLUSION ............................................................................... 66
LIMITATIONS & FUTURE WORK ........................................................................... 67
CHAPTER 4 | INVESTIGATING THE EFFECTS OF LOCATION-BASED ADVERTISING IN
THE SUPERMARKET: DOES GOAL RELEVANCE TRUMP LOCATION CONGRUENCE? .... 69
INTRODUCTION ................................................................................................... 71
METHOD .............................................................................................................. 78
RESULTS ............................................................................................................... 85
DISCUSSION ......................................................................................................... 87
CONCLUSIONS ..................................................................................................... 92
LOCATION-BASED ADVERTISING IN CONTEXT

CHAPTER 5 | DISENTANGLING LOCATION BASED ADVERTISING: THE EFFECTS OF
LOCATION-CONGRUENCY AND MEDIUM TYPE ON CONSUMERS’ AD ATTENTION AND
BRAND CHOICE ........................................................................................................ 93
INTRODUCTION ................................................................................................... 95
METHOD ............................................................................................................ 100
RESULTS ............................................................................................................. 105
DISCUSSION ....................................................................................................... 106
CHAPTER 6 | THE INFLUENCE OF LOCATION BASED ADVERTISING ON PERCEIVED AD
INTRUSIVENESS, RELEVANCE AND VALUE: A FIELD STUDY ..................................... 109
INTRODUCTION ................................................................................................. 111
BACKGROUND ................................................................................................... 113
METHOD ............................................................................................................ 117
RESULTS ............................................................................................................. 123
DISCUSSION ....................................................................................................... 127
CONCLUSION ..................................................................................................... 131
CHAPTER 7 | CONCLUSION AND DISCUSSION ........................................................ 133
DISCUSSION ....................................................................................................... 136
LBA: THE DAWN OF CONTEXT-AWARE COMMERCIAL ADVERTISING ................................... 146
THE USE OF VIRTUAL ENVIRONMENTS FOR THE EVALUATION OF PERVASIVE ADVERTISING
PROTOTYPES ............................................................................................................... 148
REFERENCE LIST ..................................................................................................... 151
AUTHOR CONTRIBUTIONS ..................................................................................... 173
SUMMARY ............................................................................................................ 174
CURRICULUM VITAE .............................................................................................. 176
PUBLICATIONS ....................................................................................................... 177
8
ACKNOWLEDGEMENTS
First and foremost, my gratitude goes out to my promoter Panos Markopoulos and my
co-promoters Paul Ketelaar and Javed Khan. Panos, your expertise, patience and
above all kindness have proven to be key to the realization of this dissertation.
Especially your ability to pinpoint the essence of an issue or idea has been a beacon of
light during my research. I feel honored and humbled that I have been given the
opportunity to conduct this research under your supervision and I can only hope that I
did my best to deserve all of that. Paul, who as a supervisor has already been part of
my academic journey since my Bachelor’s, propelled my PhD forward through his
ability of turning research ideas into viable projects. I am thankful for your effort with
regard to the Radboud speerpuntgroep ‘Tailoring’ of the Behavioral Science Institute
and I truly appreciate it that you have accompanied me for so long. Javed, whose
guidance and support I have already enjoyed when doing my Master’s, has truly been
an enabling and empowering force throughout the years. I will always be grateful to
you for creating the opportunity to pursue a PhD at the TU/e. Thank you for always
having my best interest at heart and reminding me of your mantra “perfect is the
enemy of good” which has kept me from self-destructive perfectionism. Javed and
Paul, apart from being wonderful mentors, I’m even more grateful for our friendship
we have developed over the years.
Furthermore, my gratitude goes out to the NHTV Breda, University of Applied
Sciences, Regieorgaan Praktijkgericht Onderzoek SIA and DVJ-Insights for providing the
medialab with the resources necessary to conduct our research. Specifically, I would
like to thank Marnix van Gisbergen for enabling me to combine my research with my
educational responsibilities. I also want to thank my wonderful colleagues at NHTV
who made my three years there a time to remember.
A big thank you also goes out to Koos Nuijten and Hans Bouwknegt who have been
the trailblazers for my research. Without you laying the groundwork with the
foundation of the medialab, applying for the Raak Pro project and allowing me to
conduct my studies within the project, this research would most certainly not have
seen the light of day.
I also would like to express my gratitude to the Radboud speerpuntgroep ‘Tailoring’
of the Behavioral Science Institute: Paul Ketelaar, Jonathan van ‘t Riet, Ruben Konig
and Esther Rozendaal; as well as to my other fellow academic collaborators Andres
Lucero, Barbara Müller, Loes Janssen, Stefan Bernritter and Thabo van Woudenberg. I
have really enjoyed my collaboration with you over the years and the quality of the
dissertation has improved significantly with your involvement.
My research also would not have been possible without the people that have been
involved with the data collection. In the first place I want to thank the technical crew
Carlos Santos, Dirk Broenink, Jerry van den Heuvel, Nikos Batalas, Nils Deslé and Rob
van Hintum. Your wizardry has saved me more than once. Furthermore, I want to
thank Bram Willemsen, Brenda Baar, Brenda Theunis, Eelke Eggink, Inge van Druenen,
Jasper Peeters, Mark Waterweg, Marleen Lössbroek, Naomi Egyaful and Nienke Kruit
for their efforts in the medialab.
I also would like to thank my colleagues at Freedomlab and Dasym for their
understanding and moral support during the finalization phase of my dissertation.
Although switching back and forth between the academic world and practice may not
always have been easy, it encouraged me to keep grounded in practice and prevented
me from going mad in my study room.
Lastly, I would like to thank my family, friends and the ‘vrijdagavond-club’ in
particular, thank you for taking my mind off things and keeping me sane. And then
there is the bedrock of my PhD years: Wid, Kurt and Xanne. If it was not for your
unconditional love, support, and care I would probably not have been able to
withstand the pressure these past years have exerted on me. I love you dearly and I
hope one day I can return the favor.

Arief Ernst Hühn, Nijmegen, 25 July 2016