{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,8]],"date-time":"2026-06-08T13:52:10Z","timestamp":1780926730211,"version":"3.54.1"},"reference-count":71,"publisher":"SAGE Publications","issue":"3","license":[{"start":{"date-parts":[[2014,6,1]],"date-time":"2014-06-01T00:00:00Z","timestamp":1401580800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Journal of Marketing Research"],"published-print":{"date-parts":[[2014,6]]},"abstract":"<jats:p> Mobile advertising is one of the fastest-growing advertising formats. In 2013, global spending on mobile advertising was approximately $16.7 billion, and it is expected to exceed $62.8 billion by 2017. The most prevalent type of mobile advertising is mobile display advertising (MDA), which takes the form of banners on mobile web pages and in mobile applications. This article examines which product characteristics are likely to be associated with MDA campaigns that are effective in increasing consumers\u2019 (1) favorable attitudes toward products and (2) purchase intentions. Data from a large-scale test-control field experiment covering 54 U.S. MDA campaigns that ran between 2007 and 2010 and involved 39,946 consumers show that MDA campaigns significantly increased consumers\u2019 favorable attitudes and purchase intentions only when the campaigns advertised products that were higher (vs. lower) involvement and utilitarian (vs. hedonic). The authors explain this finding using established theories of information processing and persuasion and suggest that when MDAs work effectively, they do so by triggering consumers to recall and process previously stored product information. <\/jats:p>","DOI":"10.1509\/jmr.13.0503","type":"journal-article","created":{"date-parts":[[2014,2,3]],"date-time":"2014-02-03T22:07:57Z","timestamp":1391465277000},"page":"270-285","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":246,"title":["Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions"],"prefix":"10.1177","volume":"51","author":[{"given":"Yakov","family":"Bart","sequence":"first","affiliation":[{"name":"Assistant Professor of Marketing, INSEAD"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Andrew T.","family":"Stephen","sequence":"additional","affiliation":[{"name":"Assistant Professor of Business Administration and Katz Fellow in Marketing, Joseph M. Katz Graduate School of Business, University of Pittsburgh"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Miklos","family":"Sarvary","sequence":"additional","affiliation":[{"name":"Carson Family Professor of Business and Co-Director of the Media Program, Columbia Business School, Columbia University"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2014,6,1]]},"reference":[{"key":"bibr1-jmr.13.0503","doi-asserted-by":"publisher","DOI":"10.1037\/h0021248"},{"key":"bibr2-jmr.13.0503","doi-asserted-by":"publisher","DOI":"10.1016\/0022-1031(91)90026-3"},{"key":"bibr3-jmr.13.0503","doi-asserted-by":"publisher","DOI":"10.1002\/bdm.3960020203"},{"key":"bibr4-jmr.13.0503","doi-asserted-by":"publisher","DOI":"10.1177\/002224378702400110"},{"key":"bibr5-jmr.13.0503","doi-asserted-by":"publisher","DOI":"10.1002\/dir.10000"},{"key":"bibr6-jmr.13.0503","doi-asserted-by":"publisher","DOI":"10.1177\/002224298304700308"},{"key":"bibr7-jmr.13.0503","unstructured":"ButcherDan (2010), \u201cMobile Ad Campaigns 5 Times More Effective Than Online: Insight Express Study,\u201d MobileMarketer.com, (February 5), (accessed February 27, 2014), [available at http:\/\/www.mobilemarketer.com\/cms\/news\/research\/5308.html]."},{"key":"bibr8-jmr.13.0503","doi-asserted-by":"publisher","DOI":"10.1086\/209158"},{"key":"bibr9-jmr.13.0503","volume-title":"Engage at Every Stage: The New Mobile Marketing Mandate.","author":"CMO Council","year":"2012"},{"key":"bibr10-jmr.13.0503","volume-title":"\u201cAssessing the Effectiveness of Mobile Phone Promotions,\u201d","author":"Danaher Peter","year":"2011"},{"key":"bibr11-jmr.13.0503","unstructured":"Del ReyJason (2012), \u201cWill Mobile's Massive Growth Ever Equal Real Revenue?\u201d Advertising Age, (October 1), (accessed February 27, 2014), [available at http:\/\/adage.com\/article\/digital\/mobile-s-massive-growth-equal-real-revenue\/237511\/]."},{"key":"bibr12-jmr.13.0503","doi-asserted-by":"publisher","DOI":"10.1509\/jmkr.37.1.60.18718"},{"key":"bibr13-jmr.13.0503","doi-asserted-by":"publisher","DOI":"10.1080\/15252019.2007.10722128"},{"key":"bibr14-jmr.13.0503","unstructured":"eMarketer.com (2012), \u201cUS Mobile Ad Spending Jumps to $4 Billion,\u201d (December 18), (accessed February 27, 2014), [available at http:\/\/www.emarketer.com\/Article\/US-Mobile-Ad-Spending-Jumps-4-Billion\/1009548#U8PFWQfsCqDREjCc.99]."},{"key":"bibr15-jmr.13.0503","unstructured":"eMarketer.com (2013a), \u201cMobile Expands Its Share of Worldwide Digital Ad Spend,\u201d (August 28), (accessed February 27, 2014), [available at http:\/\/www.emarketer.com\/Article\/Mobile-Expands-Its-Share-of-Worldwide-Digital-Ad-Spend\/1010170]."},{"key":"bibr16-jmr.13.0503","unstructured":"eMarketer.com (2013b), \u201cMobile Gains Greater Share of Search, Display Spending,\u201d (August 21), (accessed February 27, 2014), [available at http:\/\/www.emarketer.com\/Article\/Mobile-Gains-Greater-Share-of-Search-Display-Spending\/1010148]."},{"key":"bibr17-jmr.13.0503","unstructured":"eMarketer.com (2013c), \u201cWorldwide, More Money Goes Mobile,\u201d (January 4), (accessed February 27, 2014), [available at http:\/\/www.emarketer.com\/Article\/Worldwide-More-Money-Goes-Mobile\/1009582]."},{"key":"bibr18-jmr.13.0503","volume-title":"Advances in Consumer Research","volume":"38","author":"Geuens Maggie","year":"2011"},{"key":"bibr19-jmr.13.0503","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1100.0583"},{"key":"bibr20-jmr.13.0503","doi-asserted-by":"publisher","DOI":"10.1177\/002224299706100401"},{"key":"bibr21-jmr.13.0503","unstructured":"GrobartSam (2012), \u201cMobile Ads Are the Future. 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