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--> Contact Us Sitemap Access 日本語 ENGLISH About RIEB Message Outline History Former Directors Organization Staff Accounts Internatinal Exchange Faculty Global Economy Unit Corporate Competitiveness Unit Corporate Information Unit Global Finance Unit Integrated Center for Corporate Archives Center for the Promotion of Regional Co-Creation Research Office of Promoting Research Collaboration Visiting and Adjunct Researcher Faculty Awards (in Japanese) Research Fellow Emeritus Professor Research Research Projects Publications Integrates Center for Corporate Archives Early Moden DataBase Seminars at RIEB Seminar Schedule All Seminars RIEB & Kanematsu Seminars Latin America Seminars Monetary Economics Seminar of Kobe University (in Japanese) Kanebo Seminar of Kobe University (in Japanese) Past Seminars Education & Society Symposia Social Contribution & Education Kanematsu Prize Sections Integrated Center for Corporate Archives Center for the Promotion of Regional Co-Creation Research United Nations Depository Library RIEB Library Computer Laboratory Local Page--> HOME Research Publications Discussion Paper Series（English） RIEB Discussion Paper Series No.2022-10 RIEB Discussion Paper Series No.2022-10 RIEB Discussion Paper Series No.2022-10 Title Mobile Targeting: Exploring the Role of Area Familiarity, Store Knowledge, and Promotional Incentives Abstract Building on psychological reactance and uncertainty reduction theory, this research addresses how area familiarity, store knowledge, and promotional incentives impact the success of mobile targeting ads. To test our predictions, we conduct randomized field experiments in Japan. In Study 1, customers with different levels of area familiarity and store knowledge receive mobile ads with coupons. In Study 2, we replicate the same experiment in which consumers receive mobile ads without any coupons. The results indicate that whereas lower area familiarity contribute to geo-targeting ads effectiveness only when coupons are affixed, ads of higher store knowledge tend to increase the number of visitors regardless of the coupon attachment. We discuss our mixing results based on the dual-system theory, leading to some managerial implications. Keywords Area familiarity; Context-based marketing; Mobile targeting; Psychological reactance; Promotional incentives; Store knowledge; Uncertainty reduction Inquiries Ryo KATO Research Institute for Economics and Business Administration Kobe University Rokkodai-cho, Nada-ku, Kobe 657-8501 Japan Phone: +81-78-803-7036 FAX: +81-78-803-7059 Takahiro HOSHINO Department of Economics, Keio UniversityRIKEN Center for Advanced Intelligence Project Daisuke MORIWAKI AILab, CyberAgent, Inc. Shintaro OKAZAKI King's College London Site Top About RIEB Faculty Research Seminars at RIEB Education & Society Sections Site Policy Sitemap Access Contact Information © Research Institute for Economics and Business Administration, Kobe University. All Rights Reserved. Contact Us Site Policy (in Japanese) Sitemap Access 日本語 ENGLISH