Start Date

13-12-2018 12:00 AM

Description

This paper examines how transit riding fundamentally affects consumer responses to mobile ads. On the basis of theoretical frameworks on time perception (Hornik and Zakay 1996), we illuminated the contextual particularity of temporal captivity. By analyzi

Share

COinS
 
Dec 13th, 12:00 AM

Captive Targeting: A Field Study on Mobile Transit Advertising

This paper examines how transit riding fundamentally affects consumer responses to mobile ads. On the basis of theoretical frameworks on time perception (Hornik and Zakay 1996), we illuminated the contextual particularity of temporal captivity. By analyzi