The influence of media type on attitude toward mobile advertisements over time

Jungyeon Sung, Kwangsu Cho

Research output: Contribution to journalArticlepeer-review

22 Citations (Scopus)


This study explores the relationships between consumers and mobile advertisements on attitude change over time. Two experiments were used to investigate both immediate and delayed effects of different media types on attitudes toward mobile advertisements. Experiment 1 formulated three types of advertisements corresponding to three media types: text, still pictures, and motion pictures. The results indicate that motion pictures on mobile phones significantly influence consumers' initial attitudes toward advertisements. Experiment 2, focusing on delayed effects, was conducted 4 weeks after Experiment 1. Ninety-five of the 117 participants in Experiment 1 were contacted via cellular phone. The results of Experiment 2 showed a decrease in attitude in relation to motion pictures, whereas an increase in attitude in relation to text and still pictures was observed. The findings were interpreted from the perspectives of media characteristics, consumer behavior, and advertising research.

Original languageEnglish
Pages (from-to)31-36
Number of pages6
JournalCyberpsychology, Behavior, and Social Networking
Issue number1
Publication statusPublished - 2012 Jan 1

All Science Journal Classification (ASJC) codes

  • Social Psychology
  • Communication
  • Applied Psychology
  • Human-Computer Interaction
  • Computer Science Applications


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