The Effect of Repeated Ad Exposure and Physical Avoidance on Consumers' Mobile Ad Response

摘要

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.