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