Does personal innovativeness moderate the effect of irritation on consumers' attitudes towards mobile advertising?

Abstract

The existing literature shows that there is a negative relationship between irritation and consumers' attitudes towards mobile advertising. In spite of this, little attempt has been made to reduce this effect. Thus, this study examines the moderating effect of personal innovativeness on the relationship between irritation and attitudes towards mobile advertising. The authors found a negative relationship between irritation and attitudes towards mobile advertising. It also was noted that there is a positive relationship between personal innovativeness and attitudes towards mobile advertising. Additionally, the study found that personal innovativeness moderates the relationship between irritation and attitudes towards mobile advertising. The findings imply that targeting individuals who are innovative has the potential for reducing the negative effect of irritation on attitudes towards mobile advertising.