Uncovering patterns in mobile advertising opt-in behaviour: A decision hierarchy approach

The aim of this paper is to investigate the weighting of specific criteria in the consumer's decision to opt in to a mobile advertising campaign. We analysed the decision hierarchy for 111 respondents and tested for significant differences between the global priorities of various groupings. The results demonstrate considerable disparity between the decision-making criteria of a number of groups including by income, gender, average volume of advertising messages received and the influence of mobile advertising on previous purchases. The paper concludes with an examination of the implications of the results for practice and suggestions for future research in this area.