Marketers increasingly use behavioral targeting in location-based mobile marketing (LBMM). However, highly personalized marketing messages like this may backfire by eliciting consumer reactance. We suggest that LBMM efficacy depends on its potential to minimize consumer reactance, which can be achieved by effectively combining location targeting (in-store vs. out-store), behavioral targeting (based on consumers’ product category involvement [PCI]), and the type of promotion offered (price vs. non-price promotion). Results of a field study, a virtual reality experiment, and two online experiments show that although in-store mobile ads are generally more effective in increasing sales than out-store mobile ads, this is only the case if consumers have low PCI with the advertised product category, because this decreases their reactance. To attract consumers to stores by out-store LBMM, we show that firms should offer price promotions to consumers with low PCI and non-price promotions to consumers with high PCI, because these combinations of location targeting, behavioral targeting, and type of promotion elicit the least reactance and therefore result in a higher probability to buy.

营销人员越来越多地在基于位置的移动营销 (LBMM) 中使用行为定位。然而，像这样高度个性化的营销信息可能会引起消费者的反应而适得其反。我们建议 LBMM 的功效取决于其最大限度地减少消费者反应的潜力，这可以通过有效结合位置定位（店内与店外）、行为定位（基于消费者的产品类别参与 [PCI]）和提供的促销类型（价格与非价格促销）。一项实地研究、一项虚拟现实实验和两次在线实验的结果表明，虽然店内移动广告通常比店外移动广告在增加销售额方面更有效，但只有当消费者对广告的 PCI 较低时才会出现这种情况。产品类别，因为这会降低它们的电抗。