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

Stuart J. Barnes, Eusebio Scornavacca

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)405-416
Number of pages12
JournalInternational Journal of Mobile Communications
Issue number4
StatePublished - Apr 2008
Externally publishedYes


  • Campaign
  • Decision hierarchy
  • Global priorities
  • Mobile advertising
  • Mobile marketing
  • Opt-in

ASJC Scopus subject areas

  • Computer Science Applications
  • Computer Networks and Communications
  • Electrical and Electronic Engineering


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