Customization in location-based advertising: Effects of tailoring source, locational congruity, and product involvement on ad attitudes
Examines how individuals perceive mobile location-based advertising (LBA). Locational congruence positively predicts intention to use advertised product. Relevant LBAs have positive effects because they are seen as less intrusive. Customization better than personalization for promoting user attitudes toward LBA. Customization effects are contingent upon high product involvement.
customization location-based advertising locational congruity product involvement perceived intrusiveness