British Consumers' Attitudes and Acceptance of Mobile Advertising

British Consumers' Attitudes and Acceptance of Mobile Advertising

Sylvie Laforet (University of Sheffield, UK) and Hannah Limahelu (University of Sheffield, UK)
Copyright: © 2009 |Pages: 15
DOI: 10.4018/978-1-60566-222-0.ch009
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This wireless advertising is considered to be an important alternative advertising medium in the future, due to its numerous advantages over traditional media. However, little research has been conducted on consumer acceptance of this medium in particular, in the United Kingdom. This study explores consumers’ attitudes towards and acceptance of mobile advertising, using focus group interviews. Results indicate that British consumers generally do not accept mobile advertising. Although mobile adverts are seen as interesting, eye catching, and motivating consumers to browse. Consumers who accept the technology do not see the need to have adverts on their mobiles. Those who dislike this medium are comfortable with using the Internet through their PCs as they do not see the benefits of mobile advertising, due to its small screen and speed limitation. Managerial considerations are also discussed.
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Attitudes Towards Advertising And Web Advertising

Early research on attitudes towards advertising indicates that consumer beliefs play an important role in their attitudes towards advertising (e.g. Bauer and Greyser, 1968; Pollay and Mittal, 1993; Ducoffe, 1995). MacKenzie and Lutz (1989) have developed a five construct model of beliefs for attitude. However, Tramifow and Fisbein (1994, 1995) argue, that consumers’ attitudes towards advertising are not only influenced by their beliefs but also, their emotion/feeling or affective which, will influence their behaviour.

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