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

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.