@inbook{6c75085641934d6fa354a987cf45c934,
title = "{"}Too close for comfort{"}: The negative effects of location-based advertising",
abstract = "The expanding presence of mobile devices offers marketers a new advertising channel for reaching consumers. Whereas both real-world practice and academia hail the advantages of personalizing advertising messages with location information, this research probes its negative effects. An exploratory field study that places ads on a social network reveals a sharp drop in advertising effectiveness when an online ad includes location information. To explain these results, a subsequent experimental study demonstrates how location-based personalization can trigger feelings of vulnerability, which hamper online advertising effectiveness.",
author = "M. Caic and F.D. Mahr and {Aguirre Lopez}, E. and {de Ruyter}, J.C. and M.G.M. Wetzels",
year = "2014",
month = jan,
day = "1",
doi = "10.1007/978-3-658-08132-4_8",
language = "English",
isbn = "978-3658081317",
series = "European Advertising Academy",
number = "5",
pages = "103--111",
editor = "{Bu{\v s}ljeta Banks}, I. and Pelsmacker, {P. de} and S. Okazaki",
booktitle = "Advances in Advertising Research (Vol. V)",
publisher = "Springer",
address = "United States",
edition = "1",
}