Advertisement on cell phones is a promising way of marketing because of its characteristics which enable easy targeting, content personalization, and interactive communication. This dissertation proposes a framework for understanding the characteristics of effective advertising through cell phones. For this purpose, two experiments were conducted to determine the factor structure of emotion and their impact on the effectiveness of different product category advertisements on cell phones.;The first experiment is a randomized incomplete block design using a construct validated structured questionnaire with 48 participants. The participants evaluated 24 different advertisement messages in a simulated laboratory environment. From the experimental data, three factors were derived by exploratory factor analysis, which explained 63% of the total variance. Items within the three factors are: factor I: activation, restful, desire, affection, gratitude and surgency; factor II: anger, fear, sadness, and irritation; and factor III: skepticism and boredom.;The second experiment is a within-subject design with 18 participants who evaluated a set of 16 multimedia advertisement messages. The focus was to study the main effects of product category and the interaction effect between product category and the emotional factors. The results revealed that the participants had positive response to advertisements associated with low utility and low risk products, but not for the high utility and high risk products. In addition, stressful feelings resulting from watching advertisement messages diminishes positive attitude to brand and purchase intent for low utility products, but not for high utility products. The stressful feelings also diminish the positive attitude to low risk products, but does not weaken the positive attitude to high risk products. Similarly, favorable feelings increase the positive attitude toward advertisements dealing with low risk and utility products, but not for the advertisements for high risk and utility product. The interaction effect between emotions and product categories are more salient for product risk than product utility.;Based on the study of effective advertisement through cell phones, the experimental outcome and implications of the findings are documented and discussed in the context of the explanatory and analytical design information presented in the principal document.
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