Abstract
Thanks to the ubiquity of wireless network, location has become an easily available resource to exploit when sending purchase recommendations. We rely on Fogg’s Behavior model (FBM; Fogg, 2009) and on previous research to study whether the appearance of such recommendations when the user spatially approaches a target item improves the recommendation persuasiveness. We created a virtual supermarket, where products images are displayed on posters and customers can scan products’ QR codes with a tablet to buy them. The persuasiveness of triggers co-located or not with the target product was examined, in conditions of high vs. poor motivation to purchase that product. Confirming our hypotheses, triggers co-located with the target product lead to higher sales of that product. Furthermore, participants who received a co-located trigger that also contained a motivating message purchased more items than participants in other conditions. Therefore, setting triggers to appear at a specific location proximal to the target item can change behavior, especially for motivated subjects.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Bohnenberger, T., Jameson, A., Krüger, A., Butz, A.: Location-aware shopping assistance: Evaluation of a decision-theoretic approach. In: Paternó, F. (ed.) Mobile HCI 2002. LNCS, vol. 2411, pp. 155–169. Springer, Heidelberg (2002)
Felfernig, A., et al.: Persuasive recommendation: serial position effects in knowledge-based recommender systems. In: de Kort, Y.A.W., IJsselsteijn, W.A., Midden, C., Eggen, B., Fogg, B.J. (eds.) PERSUASIVE 2007. LNCS, vol. 4744, pp. 283–294. Springer, Heidelberg (2007)
Felfernig, A., Jeran, M., Ninaus, G., Reinfrank, F., Reiterer, S., Stettinger, M.: Basic approaches in recommendation systems. In: Recommendation Systems in Software Engineering, pp. 15–37. Springer, Berlin (2014)
Fogg, B.J.: A behavior model for persuasive design. In: Persuasive 2009; 4th International Conference on Persuasive Technology, Claremont, CA, USA, April 26-29 (2009)
Gröppel-Klein, A., Broeckelmann, P.: The influence of location-aware mobile marketing messages on consumers’ buying behavior. In: Diamantopoulos, A., Fritz, W., Hildebrandt, L. (eds.) Quantitative Marketing and Marketing Management, pp. 353–377. Springer, Wiesbaden (2012)
Hühn, A.E., Khan, V.J., van Gisbergen, M., Ketelaar, P., Nuijten, K.: Mobile= location= effect. The effect of location on perceived intrusion of mobile. Esomar Publication Series C11, 315–322 (2011)
Kamei, K., Shinozawa, K., Ikeda, T., Utsumi, A., Miyashita, T., Hagita, N.: Recommendation from robots in a real-world retail shop. In: ICMI-MLMI 2010: International Conference on Multimodal Interfaces and the Workshop on Machine Learning for Multimodal Interaction. ACM, New York (2010)
Kaptein, M., Eckles, D.: Selecting effective means to any end: Futures and ethics of persuasion profiling. In: Ploug, T., Hasle, P., Oinas-Kukkonen, H. (eds.) PERSUASIVE 2010. LNCS, vol. 6137, pp. 82–93. Springer, Heidelberg (2010)
Karremans, J.C.T.M., Stroebe, W., Claus, J.: Beyond Vicary’s fantasies: The impact of subliminal priming and brand choice. J of Exp. Soc. Psy. 42(6), 792–798 (2006)
Kowatsch, T., Maass, W.: In-store consumer behavior: How mobile recommendation agents influence usage intentions, product purchases, and store preferences. Computers in Human Behavior 26(4), 697–704 (2010)
Masthoff, J., Langrial, S., van Deemter, K.: Personalizing triggers for charity actions. In: Berkovsky, S., Freyne, J. (eds.) PERSUASIVE 2013. LNCS, vol. 7822, pp. 125–136. Springer, Heidelberg (2013)
Ölander, F., Thøgersen, J.: Understanding of consumer behavior as a prerequisite for environmental protection. Journal of Consumer Policy 18(4), 345–385 (1995)
Steadman, I.: Tesco brings ‘virtual grocery stores’ to the UK, Wired (August 7, 2012), http://www.wired.co.uk/news/archive/2012-08/07/tesco-virtual-store
Triandis, H.C.: Values, attitudes, and interpersonal behavior. In: Page, M.M. (ed.) Nebras-ka Symposium on Motivation, pp. 195–259. U. of Nebraska Press, Lincoln (1979)
van der Heijden, H.: Mobile decision support for in-store purchase decisions. Decision Support Systems 42(2), 656–663 (2006)
Xiao, B., Benbasat, I.: E-commerce product recommendation agents: use, characteristics, and impact. Mis Quarterly 31(1), 137–209 (2007)
Tintarev, N., Masthoff, J.: Evaluating the effectiveness of explanations for recommender systems. UMUAI 22, 399–439 (2012)
Pu, P., Chen, L., Hu, R.: Evaluating recommender systems from the user’s perspective: survey of the state of the art. UMUAI 22, 317–355 (2012)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer International Publishing Switzerland
About this paper
Cite this paper
Basten, F., Ham, J., Midden, C., Gamberini, L., Spagnolli, A. (2015). Does Trigger Location Matter? The Influence of Localization and Motivation on the Persuasiveness of Mobile Purchase Recommendations. In: MacTavish, T., Basapur, S. (eds) Persuasive Technology. PERSUASIVE 2015. Lecture Notes in Computer Science(), vol 9072. Springer, Cham. https://doi.org/10.1007/978-3-319-20306-5_11
Download citation
DOI: https://doi.org/10.1007/978-3-319-20306-5_11
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-20305-8
Online ISBN: 978-3-319-20306-5
eBook Packages: Computer ScienceComputer Science (R0)