In Kolsaker and Drakatos’ article, one’s attachment to one’s phone is correlated to being open to the benefits of mobile advertising. They explain, “those who are emotionally attached to their mobile device will react positively to such initiatives, provided they feel they are contributing rather than merely receiving communications intended to trigger a buying response. They wish to receive information about products and services and to become more involved with the companies with whom they deal” (277). It’s interesting to see how Kolsaker and Drakatos incorporated the cell phone attachment factor into the idea of responding positively to cell phone advertisements. I wonder how different this concept is from people who subscribe to online stores/magazines like newegg.com, sites that are basically ads. I’m not an expert in advertising, but based on the article, advertising in general makes appeals to peoples’ needs and wants. If loneliness, sense of belonging, and information-management are things that drive people’s dependence on and desire for cell phones and thus the receptiveness to phone ads, then what makes non-cell phone products any different?
I am particularly interested in the third component of emotional attachment in the lit review—the “sense of belonging to a group and being part of a scene” (269). I would like to see a study similar to this that replaces cell phones and focuses on other products that connect people together to form an identity to which they could belong. The television is one such product, although you can watch it by yourself (it’s not made specifically for connecting you to another person). But it can act as a medium for bringing people together. The television brings many Americans together every year as families and friends gather to watch the Super bowl. I’m betting most of these people aren’t avid football fans, but on this day, they are. The event ‘Super bowl’ together with the medium ‘television’ creates a culture where people can belong to something. During this yearly ritual, people make comments on sports figures, root for teams, and eat Vienna sausages. And I wonder, because of this feeling of belonging and connectivity, do they anticipate advertisements during this particular event as a part of the shared “Super bowl” culture. This sort of ad reception is different because people do not see the ads as something that can serve toward the betterment of a device that is connecting them to people. Super bowl spectators don’t look for ads that specifically are for televisions because it’s the television that is connecting these people together. What these ads do is give spectators a reason to connect to each other. They act as the cell phone in this case. So perhaps the Kolsaker and Drakatos study is just as much about participating in a “digital” culture as it is about the emotional connection one has to a digital device.
Brian, you raise some interesting points and I agree that people may respond to other advertisements, not just mobile ones, due to some sort of emotional attachment. But I think what distinguishes cell phones from other technologies is their portability. Since a cell phone can go with you wherever you go, I think the sense of attachment to it can be greater than to a technology that can only be used in a fixed location such as a television. What is interesting to consider is that smart phones have enabled television viewing to occur on one’s cell phone, which means that mobile ads no longer consist of just SMS texts, but also, ads that are shown on television. I wonder…do people feel even more attached to their mobile devices now, as a result of this new mobile phone capability?
I think we (as in the research community) are clearly are going to need to distinguish between types of ads on mobile devices, given the growing penetration of smart phones. I would be livid if I was getting SMS ads, but I certainly have ad-supported apps on my iPhone. To me, there is a huge difference between getting what is basically spam I am paying for (SMS ads) vs. making a choice to download and install and app that will have ads.
I think it would be interesting to see how people’s feelings on ads have changed in their TV viewing as it has gone mobile as opposed to their DVR. The DVR was controversial because it allowed you to fast forward through commercials, something that is usually not an option with online viewing of TV. Companies wondering if traditional advertising was dead if people could simply fast forward through the commercials and it seems that with online viewing, they have at least partially overcome that road block. Its better for companies that pay for advertising, but I wonder if consumers are irritated by it.
I also think that mobile ad is no different from other types of advertisements. Once such practice populates, I am sure that some will completely tune out while some will find them amusing.
Choi, I certainly think that there are many people who simply tune out the ads. However, I agree with Dr. Markman in that it is important to distinguish between types of mobile ads. As talked about in class, it may be easier to tune out certain ads (Facebook side ads) while very difficult to tune out others (Youtube ads that you cannot skip). However, although I realize that the youtube ads are playing, I guess that I probably do tune them out as well in that I might not be able to tell you what they were about, just that there was an ad.
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