The effect of repeated ad exposure and physical avoidance on consumers'mobile ad response

Yoon Han, Khim Yong Goh, Seung Hyun Kim, Tuan Quang Phan

Research output: Contribution to conferencePaper

Abstract

Opt-in mobile advertisement platform services are increasingly popular. In this paper, we explore how repeated ad exposure and physical avoidance influence consumers' responses to mobile ads. Using a unique panel-level data of 1,193,131 million users from Cash Slide, a Korean mobile advertising platform, we find that 1) repeated ad exposure and physical avoidance has a negative impact on a consumer's response to mobile ads; 2) information richness in a mobile ad has a negative impact on mobile users' response to ads; 3) the negative effect of a user's repeated exposures to a mobile ad and physical avoidance increases in magnitude when the advertisement involves a context of higher information richness. Our finding bridges the gap in the extant literatures by examining the impact of repeated ad exposure and avoidance on consumers' mobile ad response. Moreover, we provide practical implications to advertisers on the mobile platform.

Original languageEnglish
Publication statusPublished - 2014 Jan 1
Event35th International Conference on Information Systems: Building a Better World Through Information Systems, ICIS 2014 - Auckland, New Zealand
Duration: 2014 Dec 142014 Dec 17

Other

Other35th International Conference on Information Systems: Building a Better World Through Information Systems, ICIS 2014
CountryNew Zealand
CityAuckland
Period14/12/1414/12/17

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All Science Journal Classification (ASJC) codes

  • Information Systems
  • Computer Science Applications

Cite this

Han, Y., Goh, K. Y., Kim, S. H., & Phan, T. Q. (2014). The effect of repeated ad exposure and physical avoidance on consumers'mobile ad response. Paper presented at 35th International Conference on Information Systems: Building a Better World Through Information Systems, ICIS 2014, Auckland, New Zealand.