Consumers' Experience of Advertisements in Tablet Devices

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Consumers’ Experience of Advertisements in Tablet Devices

Master’s Thesis within Business Administration Author: Alexander Sakandelidze

Tutor: Dan Shaver Jönköping Spring, 2012

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1 Master’s Thesis within Business Administration

Title: Consumers’ Experience of Advertisements in Tablet Devices Author: Alexander Sakandelidze

Tutor: Dan Shaver Date: 2012-05-14

Subject terms: Media Context, Digital Media, Tablet Device, Digital Media Advertising,

Advertisement Formats, Advertisement Perception, Drivers of Technology Consumption.

Abstract

Objective of the Study

The objective of this research is to study and understand the implications of consumer experiences of advertisements in tablet devices in order to gain better grasp of perceptions on digital advertising in terms of drivers behind tablet device consumption. To understand this, previous studies on the motives of digital media consumption and how advertisements appear in it, shall be overviewed.

Research Method

In order to gain an understanding of how consumers’ experience different advertisements in tablet devices, the empirical data was collected through the phenomenological interviews. The data was then analyzed by using phenomenological analysis, which involves constructing coherent statements in order to find common themes that present explanatory understanding knowledge.

Findings

The research presented an interpretive view on the felt experiences on advertisements met in tablet devices. Experience on digital advertising formats is related to the drivers of tablet device consumption, affecting perception on advertisement format. The two self-standing drivers of tablet device consumption have been identified to differently influence consumer experiences advertisement formats in tablet devices.

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List of Tables

Table 1: Categorization of consumers’ motives for the internet use ... 18

Table 2: Framework of advertisement perception ... 27

Table 3: Description of the Interviewees ... 31

Table 4: Framework of Advertisement Perception ... 54

List of Figures

Figure 1: Digital Media Advertising Expanses ... 5

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1. Introduction

Background

According to E-consultancy (2012), Internet reaches 30% of the global population and there are more than two billion users worldwide. The ever increasing number of internet users has, and is, increased the importance of the digital media advertising. Digital media advertising has the ability of global reach and one-to-one targeting, which in turn brings dual benefit, for both the companies and the consumers (Xavier&Hussherr, 2003).

The digital media continues to grow faster than any other medium. Latest reports suggest that (see: ZenitOptimedia Blog (2011), between 2011 and 2014, the growth of digital media is at an average of 15.9% increase a year. Expenditures on advertisement placement in the digital media between 2010 and 2012 have grown from sixty three million US dollar up to eighty four million dollars and it is predicted that this number will continue to grow (see figure 1).

Figure 1: Digital Media Advertising Expanses

Previous research on advertisements has been measuring consumers’ attitudes towards the advertisements placed in different media context (Tipps, Berger, &Weinber, 2006). Studies have identified consumers’ involvement in the content and experience towards the media as the main variables constructing the attitude towards advertisement (Tips, et. al., 2006; Norris & Colman, 1993; Malthouse, Calder & Tamhane, 2007).

Research on online advertisement has examined online advertisement formats against traditional media ones by contextually comparing a single ad format to another (Briggs &

$63 979,00 $72 842,00 $84 267,00

$97 764,00 $113 281,00

2010 2011 2012 2013 2014

In million US Dollars

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Hollis, 1997; Cho, 1999). Recent attempts have been made to compare online advertisement formats (See: Rogers and Thorson, 2000) in which they look at the relationship between the advertisement format and the attitude towards the advertisements. Moreover, existing research maintains that there is a positive relationship between attitudes towards the advertisements and advertisement perceptions (Cho, 1999; Ducoffe, 1996).

Emergence of tablet devices has shifted the way how consumers use digital devices and for what purposes. According to the Interactive Advertising Bureau (2010), tablet devices enable consumers to; conduct presentations at work, surf through the internet while lying on the sofa at home, use the tablet as a guide or entertaining tool while travelling, substitute reference books at Schools and Universities. These characteristics i.e. its size and portability, allow consumers’ to always keep the device with them. However, tablet devices will not totally substitute other digital devices; rather it will give consumers the ability to use the tablet device as an alternative mean of conducting work or other related activities.

Furthermore, research studies found important descriptive value in specifying the drivers that influence technology acceptance and consumption (Kozinets, 2008). Kozinets (2008) synthesizes theory on technology consumption, by offering a model of four drivers that motivate consumers to consume technology. The model represents four drivers behind consumption of technology and all these drivers explain how consumers depending on the behavior and personal values consume and adopt technology.

Considering the scarcity of research related to tablet devices and especially how consumers experience different types of ads in tablet devices, I endorse an interpretive methodology to generate insights into consumers’ experiences. By doing so, I seek to understand consumers’ experiences of advertisements in tablet devices.

Research Objectives and Problem

The main objective of this research is to study and understand the implications of consumer experiences of advertisements in tablet devices. Emergence of tablet device created additional digital platforms through which advertisements are consumed. The rapid growth of digital advertising creates high priority of exploring digital devices through which advertisements are distributed. The above mentioned reasons are the main objectives that this thesis aims at addressing.

Tablet device is introduced to the market as multifunctional digital device. Multi-functionality and its aesthetic features of the tablet device gives consumers’ ability to satisfy different hedonic and utilitarian consumption aspects experienced in everyday life. Insufficient understanding of tablet device consumption has been noticed. Getting an

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understanding of how consumers perceive different types of ads in tablet devices is the starting point this thesis, and as such is understood as a research problem, hence the first research question:

How do consumers’ experience advertisements in tablet devices?

To address this problem I will look at the existing literature on digital media advertising. Then, I will identify the types of online advertisements and the formats in which they appear (Rodgers & Thorson, 2000). Existing literature on different media context will be discussed (Tipps, et al, 2006; Cho & Leckenby, 1999) to identify how and in which format do advertisements commonly appear in different media context and what are consumers’ attitudes towards them (Rodgers & Thorson, 2000; Tips, et. al., 2006).

Taking into consideration that tablet device is a new technology (IAB, 2010) and there is a sparse amount of research that has been conducted on how consumers’ experience advertisements in tablet devices - I will look into this phenomenon to gain an understanding of: (I) what drives consumers to accept the technology i.e. the tablet device and (II), how consumers experience different types of ads in tablet devices. This will be done through phenomenological interviews via material elicitation from tablet device. Phenomenological interview is the way of understanding interpretive notion (Schwandt, 2003). It helps to study human experience, where phenomenon is the direct, lived experience of the human being (Stablein, 2002). Through phenomenological interviews I aim to understand how consumers interpret their consumption of tablet devices and experiences of advertisements in it.

Research Questions

With growing popularity of tablet device, more studies started to concentrate on exploration of tablet device from different perspectives (IAB, 2010). Nevertheless, there is vague understanding of how consumers’ perceive tablet device and what are their motives behind tablet device consumption. By understanding tablet device consumption motives, it will be possible to group consumers’ into categories. By doing so, new insights will be gained in the ways consumers’ perceive tablet device. The first research question of this study will address the reasons behind tablet device consumption, hence research question:

1. What are the reasons behind consumers’ using tablet devices?

Understanding tablet device consumption appears to be wide topic, which needs to be narrowed. Recently rapid growth of digital advertising has been noticed (ZenitOptimedia

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Blog, 2011), reasons to which are related to the expansion of digital media consumption. Increase of digital advertising opens an opportunity to identify and explore the digital devices which are the transporters of those advertisements. Tablet device appears to be one of the transporters. Exploring and understanding the ways advertisements are appear and the way consumers perceive them in terms of their motives, can give valuable insights to the academics as well as practitioners. This study will concentrate on advertisements appearance in tablet devices and the way they are perceived in terms of motives behind tablet device consumption. This will be done by answer following question:

2. How do consumers’ experience advertisements in tablet devices?

By looking at the motives behind the technology consumption i.e. the tablet device first, a better understanding can be reached in addressing the second question. In saying so, these to questions will enable me to understand the research problem.

Terminology

This part of the paper defines the key terms the research study uses. Throughout the paper tablet device as a term will be used, and as such it is essential to define its actual meaning.

According to Interactive Advertising Bureau Tablet Device is a small portable computer, with a screen size between 7 and 11 inches, which appears to have functionality similar to laptop and the portability similar to mobile phone.

Further, advertisements in tablet device will be explored. Elliot (1999) describes

Advertisements potent form of mass communication which is instrumental in providing

products with symbolic meaning and developing symbolic associations for brands within consumer culture.

Studies have identified that advertisements is characterized with the types and formats.

Advertisement Type refers to the general structure in which it is seen (Thorson, 1996),

five main types are seen in practice namely, product/service, public service announcement, issue, corporate and political. On the other hand Advertisement Format

refers the way it appears in different media context.

Media Context simply refers to the environment in which advertisements are placed and

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Digital Media, is characterized by its content being free from the physical constraints of

print and broadcast, and as such, its content can be copied and shared countlessly.

And finally the main objective of this study is to understand consumer Experience, which is: Knowledge or skill that comes from having had to deal with many different situations (Collin, 2006).

These terms should enable the reader to understand the central terms used in this thesis. Outline of the Study

Study starts by overviewing the previous research. First part of literature review presents studies on different media contexts. Traditional, as well as, the digital media will be discussed. Motives of digital media consumption and advertising in digital media will be discussed next. The section of literature review ends by synthesizing digital media motives with the digital advertisement forms, in terms to categorize consumers perception on advertisements met in tablet device.

After this, the method is put forwards, reflecting on how the research and analysis of the study are conducted. Phenomenology was chosen as a research method, which studies consumers’ experiences as they are lived. In order to gather empirical data fifteen phenomenological interviews were conducted.

This is followed by the presenting findings and analysis of the study, which is divided into three parts. First, consumers motives behind tablet device consumption are analyzed, which is followed by analyzing different advertisement formats met in tablet device. Findings and analysis section ends by categorizing and analyzing consumers perceptions of advertisements met in tablet device. Discussion part of the paper discusses findings on behalf of theoretical framework. Lastly, the study is concluded with the theoretical and managerial implications, suggestions for the further research and the limitations of the paper.

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2. Literature Review

When advertisement is placed in media, at the very least, it is hoped that the messages will be attended (Soldow & Principe, 1981).While talking about advertisements, it is extremely important to identify how previous research measures advertisements effectiveness from different perspectives. To do so, the contexts of the media where advertisements are placed are explored, in terms of traditional and digital media (Tipps, Berger, & Weinber, 2006; Dimmick, Chen & Li, 2004; Tsang, Ho & Liang, 2004; IAB, 2010). Furthermore, motives behind digital media consumption are explored (Rodgers & Thorson, 2000; Van der Heijden, 2004; Kozinets, 2008), follow by discussion of advertising in digital media (Rodgers & Thorson, 2000). This section of the paper ends by synthesizing motives of digital media consumption and digital advertisement forms, in order to categorize consumers perception on advertisements met in tablet device.

2.1. Media Context

Media context is defined as the environment in which advertisements are placed and then perceived by consumers (Tipps, Berger, & Weinber, 2006). Examples of media context can be programs on television (Tipps et al, 2006), articles in the magazine or/and everyday newspaper (Norris & Colman, 1992) or World Wide Web (www) context visited by consumers (Cho & Leckenby, 1999). Tipps et al (2006, p. 55) in their study define media context as the various elements of the media environment, which can be: (1). Environment itself, an example of which can be the color or layout of a print page; (2).Relation of the advertisement to the environment, and (3).consumer conditions or states, such as mood, excitement, arousal or involvement.

2.1.1. Traditional Media

Previous studies have identified two mediums of traditional media. Those mediums are television and printed media (Dimmick, Chen & Li, 2004). In terms of context, Television as a medium has been divided into two parts. First, TV broadcast was identified as a context delivering everyday news to the consumers. Second, the cable TV context was identified which delivers both news and entertainment (e.g. movies, programs etc.).

The same way printed media has been divided (Dimmick, et. al. 2004). The daily news has been delivered by the newspapers, while magazines offer their consumers’ different ways of entertainment by reading their magazines.

The above mentioned description of different media contexts suggests that traditional media forms evoke utilitarian and hedonic aspects of consumption. One of the main

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disadvantages of traditional media in comparison to digital media is its appearance in one way communication where traditional media limits its consumers to their schedules (Gallagher, Foster & Parson, 2001).

2.1.2. Mobile Phones as a New Medium

High diffusion of mobile phones created a new communication channel for marketers (Tsang, Ho & Liang, 2004). Short messaging services (SMS) allow marketers to reach consumers through their handled devices (mobile phones). The growing popularity of advertising through SMS has made mobile phones a medium for one-to-one marketing. Benefit of one-to-one dialogue is its capacity to gain consumers’ attraction, gaining their attention and increasing response (Okazaki, Katsukura & Nishiyama, 2007). Scholars define mobile phones as a highly portable communication device with the capacity of ubiquitous data diffusion (Okazaki, et al., 2007).

Wireless internet application, including wireless marketing and advertising, are commonly used by practitioners since the recent development of the wireless internet (Tsang, et al., 2004). Scholars define wireless or mobile advertising as a new platform for interactive advertising, where advertising uses mobile terminals for reaching consumers via wireless communication (Tähtinen, 2005). On the other hand, mobile marketing is defined as the distribution of messages through a wireless medium, providing consumers with time and location sensitive personalized information promoting goods, services and ideas, thereby benefiting all stakeholders (Tähtinen, 2005).

Development of mobile technology has advanced advertising formats by letting marketers use not only text but also multimedia messages in reaching the consumers (Tähtinen, 2005). Tsang, et al. (2004) identify a similarity between mobile and internet advertising in the features used such as digital texts, images and responsive capabilities. On the other hand, difference between them include that internet advertisements have the capacity to identify individual consumers and analyze their behavior while mobile advertising reduces the mobility restriction associated with fixed-line Internet access (Tähtinen, 2006).

Mobile phones are a personal device that allows consumers to be virtually accessed in time and space (Tsang, et al., 2004). In practice, mobile marketing strategies appear in either permission-based, incentive based, or location-based forms.

In permission-based advertising diffusion of the information occurs only after consumer’s give approval of their willingness to receive the advertising (Tsang, et al., 2004). Previous studies show that consumers ignore advertisements sent without their permission as they appear to interrupt them. On the other hand, advertisements sent on the basis of consumers’ permission reduces consumers’ irritation of interruption.

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Previous studies identify consumers’ reaction on the permission based advertising (Okazaki, et al., 2007) indicate that overall responses to advertisements were positive. Results of study by Rettie, Grandcolas, and Deakins (2005) found higher acceptability for permission based advertising among consumer than for email marketing.

Through incentive based advertising, marketers offer a reward to the customers for agreeing to receive promotions and campaigns, for example, mobile phone companies may reward customers with free connection time for listening to voice advertisements (Tsang, et al., 2004).

The advantage of mobile advertising is its capacity for consumer identification (Tsang, et al., 2004). Location based advertising gives marketers the opportunity to reach consumers, by sending advertisements based on where the consumer is or where consumer is going.

2.1.3. Tablet Device as a Platform for Media Consumption

While studies describe mobile phones as personalized device with the capabilities of portability, ubiquitous access to content, synchronization to other devices and access to information without time or space limitation (Melhuish & Falloon, 2010) a new device with a viewing surface between 7 and 11 inches with the functionality and connectivity of a laptop and the portability of a mobile phone has been introduced to the market (Murphy, 2011).

The introduction of tablet devices led to debates about its usability (Murphy, 2011). Arguments about tablet devices concerned categorization, i.e. do tablet devices represent a new computing category or are they industry hype (Murphy, 2011). According to a report by the Interactive Advertising Bureau (2010), tablet device will not replace either mobile as a phone or computers for creating long text documents, drawing and cropping art packages or creating computer programs. Consumers are able to do most of the things laptops or the mobile phones are capable of, there are cases when tablet device can do things even better by cannibalizing the use of these two. Tablet devices can be thought of as a portable touch screen laptop, as alternative usage of notebooks and, similarity, to mobile phones by introducing integrated location tracking system GPS.

The Interactive Advertising Bureau (2010) report indicates that tablet devices unite the dots between many areas of consumers’ lives by creating the ability of: reading of the electronic magazines and books; watching TV, video and photos; working by showing presentations and documents as well as emailing; Browsing internet and shopping online;

Learning with the interactive books, different kind of encyclopedias etc.; Playing causal

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The main advantage of tablet devices is their portability. According to the industry report (Interactive Advertising Bureau, 2010), tablet devices will not only be used while entertaining on the sofa but will permeate most areas of consumers’ lives. Six locations were identified as the main places where tablet devices will be used by consumers (Interactive Advertising Bureau, 2010), these are:

Work –tablet devices as a tool for providing presentations and media to meetings, by

displaying presentations at the meetings and checking e-mails it will be used for the personal reasons as well, for example, checking news feeds on social network;

Home – a useful tool for surfing the internet, dealing with online shopping or just chatting

on different social networks, following media, for example newspapers or e-magazines, as well as watching online broadcast the industry report (2010) argues that consumers will use tablet devices in their bedrooms, as a substitute for small TV sets;

Out and about – consumers will have ability to retrieve information on place, which will

help and guide them for further exploration, for example, museums and galleries have started to provide temporary maps and contents on their exhibitions, giving more insights and direction to the consumers, these contents can be easily downloaded into the tablet devices;

Travel - online books and magazines as well as movies and different kind of games can

be downloaded, allowing consumers to entertain themselves while traveling;

Always with you – due to its compact size and weight tablet devices are easily portable,

handy device for keeping with you all the time, providing the ability to share as well as to upload different files like images, video or documents;

Schools & Universities –practitioners as well as scholars see tablet devices as a

technology with the capacity to substitute for reference books and provide students with better content at schools and universities (Murphy, 2011: Interactive advertising bureau, 2010). The report by the interactive advertising bureau (2010) said that tablet devices can also substitute for notebooks students will be able to use tablets to make notes or conduct in class exercises tablet devices are seen as an essential education partner.

For advertisers, tablet devices are seen not only as a fun technology but as a marketing communication channel, through which companies can sustain loyal customers and create an environment where their brands will be associated with the tablet devices (Interactive advertising bureau, 2010).

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The consumption of traditional media has been very straightforward. In one hand, print newspapers or magazines can only be physically consumed in person by the reader and TV can only be watched when the consumer is physically situated in front of the screen. On the other hand, digital media is characterized by its content being free from the physical constraints of print and broadcast, and as such, its content can be copied and shared countlessly. Moreover, the advent of digital media has brought countless opportunities such as: reproduction of content, consumer networking, user generated content, and facilitated the transition of media from news and entertainment to almost any technology (Mulher, 2009).

Existing research recognizes many ways why consumers use technology (Tsang, Ho and Liang, 2004). Among the prominent ones are the Technology Acceptance Model (Davis, 1989, Davis et al. 1989; Van der Heijden, 2004) and Kozinets (2008) drivers behind consumer technology consumption. Relevant to this research, Technology Acceptance Model (TAM) has been used in studying the acceptance of electronic reading (Chen & Granitz, 2011). In this research, TAM will be used to pinpoint and understand the drivers for consumption of tablet devices as technology.

Consumers, according to the TAM (Van der Heijden, 2004), are primarily driven to use technology to gain pleasure from it (i.e. hedonic consumption). Hedonic consumption comes as a result of the sensations derived from the experience of using the technology and as such is a strong indicator of why consumers adopt certain technologies based on hedonic attributes. The evidence has been noted by Davis, et al. (1992). They found out that perceived enjoyment is considered to be one aspect of why consumers accept certain technologies. Another aspect why consumers accept different technologies relate to its utilitarian attributes (Voss et al. 2003, Van der Heijden 2004, Batra and Ahtola, 1990; Dhar & Wertenbroch, 2000). Utilitarian technology attributes provide instrumental, i.e. functional value to the consumers and its primary benefit is that consumers improves their task performance and encourages efficiency (Van der Heijden, 2004). Based on the above, it can be concluded that utilitarian technology attributes are a strong indication why consumers adopt different technologies, in this case tablet devices.

Other drivers why consumers use or consume technology, according to Kozinets (2008), are:

1. Social Progress – is built on the statement, that a pattern of changes in the direction of improvement is often met in the history of mankind. Social progress is the enunciation of technology with the supreme plenitude of progress. The social progress drivers.

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The Social Progress had been articulated and rearticulated as it has been carried in: the progressive left, religious sects, and the prognosticatory subculture of science fiction literature, and corporate managers and their associates. In recent years based on the human progress by technology has been measured through technological culture, assumption that moral and social betterment is directly influenced by material improvement. The main contradictions of the social progress is seen in its placement as an optimistic perspective over technology’s essential amorality and pragmatic isolation.

2. Eco-consciousness - consumers' driven by Eco-consciousness see technological development as destructive of nature and authentic ways of life. Eco-consciousness is based on the supreme good of nature, and questions the Social Progress linkage of technological development with human social betterment.

3. Utilitarian – is the linking of technology with the supreme good of Economic Growth. Utilitarian driver is about equalizing efficiency, industriousness and consumer empowerment to technology. Utilitarian driver translates technology onto effectiveness, the ability to control resources, productivity, affluence and accomplishment, all of which are focused on economic growth.

4. Pleasure – links the supreme fulfillment of pleasure onto the category of technology. Consumers’ became driven by pleasure after rising importance of the video games. The presence and interactivity of the video games have influenced the global culture of youngsters, which led the integration of the video games into the consumer culture. This has created a game generation with technologically influenced characteristics unique from those that existed before.

Figure 2: Drivers of Technology Consumption

Technology Consumption as

Social Progress

Destruction of the

Nature

Economic Engine

Pleasure

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Due to the multifunction of technology, consumers' drivers can be changes in the process of technology use, for example consumers might see technology as a social progress in the starting stage of consumption, in a while their drivers can change by adopting technology to the work efficiency (i.e. Utilitarian Driver). According to Kozinets (2008), consumers' can also be driven by more than one driver at the same time, as some consumers' might see technology consumption as a way to fulfill pleasure, but at the same time, see the threats of human physical communication caused by technology development (i.e. Eco-consciousness driver).

The Internet is a place of complex situational choices where choice can refer to consumption, entertainment and information (Rodgers & Thorson, 2000). Research studies argue that before identifying how consumers process online advertisements, it is important to understand consumers’ motives for visiting the Internet (Rodgers & Thorson, 2000; Eighmey, 1997; Cannon, Richardson, & Yaprak, 1998). The use of the Internet does not start with the stimulus or advertising message (Rodgers & Thorson, 2000). Consumers’ use the Internet in response to some drives, for example, the need to shop. ‘Once need response occurs and users visit the Internet, they are likely to find an ad that satisfies that drive (i.e., to shop) and helps them make a decision (i.e., to buy or not to buy). This, in turn, satisfies the motive (i.e., shopping), and the original state of that motive changes-perhaps to satisfy another motive or undertake some other activity altogether’ (Rodgers & Thorson, 2000, p.44).

Functionalism is an approach that helps understand consumers’ motives for Internet usage, and the plans and actions that are set and carried out by consumers’ for pursuit of the goals (Rodgers & Thorson, 2000). According to the functionalism approach, the meaning of a behavior can only be understood with reference to its function for the consumer who does this behavior, as the same behavior satisfies different needs for different people (Rodgers, 2002). As already noted consumers’ Internet use starts with the motives (Rodgers & Thorson, 2000).

Motives are one of the driving forces of consumer behavior (Rodgers, 2002). Motive is defined as a central desire for fulfilling needs and wants (Deci & Ryan, 1985; Papacharissi & Rubin, 2000). Rodgers and Thorson (2000) define an internet motive as an inner drive for carrying out online activities. Consumer motives are known as a key to understanding the effectiveness of interactive advertising strategies (Rodgers & Thorson, 2000). Rodgers, Wang, Rettieand Alpert (2007), state that consumers’ motives for internet use influences the effectiveness of the website and affects the attitude towards advertisements.

Research studies have identified dozens of internet use motives (Wells & Chen, 1999; Raman, 1997; Rodgers & Sheldon, 2002; Katz & Aspden, 1997; Korgaonkar & Wolin, 1999; Papacharissi & Rubin, 2000; Stafford & Stafford, 2000). Motives range from shopping (Wells & Chen, 1999) to social escapism (Korgaonkar & Wolin, 1999). Rodgers and Sheldon (2002) suggest categorizing the internet motives into four main

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groups: Researching - information acquisition; communicating -socializing; Surfing - entertainment and Shopping - purchase.

Rodgers, et al. (2007) developed twelve sub-motives through which the primary motives (Research, communication, surf and shopping) are constructed and measured. Table one summarizes consumers twelve sub-motives through which primary motives are constructed. According to Rodgers et al. (2007), in some cases consumers’ motivations for internet using differ while, the achieved goal might be the same (for details see table 1). For example, consumers with communication motives and consumers with surfing motives might use the internet for exploring a new webpage or surf the internet for fun. By understanding consumer motive scholars and practitioners can gain useful information that will help them develop new strategies for attracting consumers’ to the internet and sustain existing ones (Rodgers & Thorson, 2000). Exploration of consumers’ motives also provides hints on the creation of advertisement and message, which will draw consumers’ attention and prompt them to click-through advertisements (Rodgers & Thorson, 2000).

According to Rodgers and Thorson (2000), Internet motives influence consumers’ attention, memory and attitude toward advertisement, while consumers’ attempt to fulfill a need or want in cyberspace. In practice, consumers might enter cyberspace with one or more motives in mind and throughout the sequence of accomplishing that motive, switch to other motive, consumers’ may became bored or frustrated with the initial motive, or some other activity may capture their attention (Rodgers & Thorson, 2000) for example ‘an individual may enter cyberspace with a research motive. Through the course of researching, the individual may switch motives and decide to purchase a CD or some other item that was advertised or made available adjacent to the material being read. The individual might maintain this motive until the purchase is complete before switching to another motive or exiting the web completely’ (Rodgers & Thorson, 2000, p.46). The motive-switching process demonstrates the complexity of an interactive environment (Rodgers & Thorson, 2000).

The complexity of switching motives can be understood through the mode in which it is defined as the extent to which Internet activities are goal-directed (Rodgers & Thorson, 2000). Rodgers and Thorson (2000) conceptualize goal directedness of the mode which can range from telic to paratelic, where telic refers to high goal directedness and paratelic refers to low goal directedness. Consumers in telic mode are more goal directed, they are concentrating on the future rather than the present, while consumers’ in paratelic mode are more playful, concentrating more on the present (Walters, Apter & Svebak, 1982). It has been concluded that motive influences the mode in which consumers’ enter the internet accordingly, these two factors are conjointly influencing consumers’ attention towards the advertisement (Rodgers & Thorson, 2000).

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Table 1: Categorization of consumers’ motives for the internet use

2.3. Advertising in Digital Media

The development of the digital media has resulted in growth of online advertising (Wang, Zhang, Choi & D'Eredita, 2002). Online advertisement holds the position of fastest

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growing segment compare to the development of different contexts within the internet segments (Cho & Leckenby, 1999). According to Xavier and Hussherr (2003), advertisers were early supporters of internet advertising, as they have identified global reach and one-to-one targeting as bringing dual benefit to the company. The growing popularity of internet advertising led to a question of what is the main difference between traditional media and the World Wide Web.

Studies have been conducted to investigate factors differentiating the internet from the traditional media (Eighmey, 1997; Bezjian, Calder, & Iacobucci, 1998; Chen & Wells, 2000; Cho & Leckenby, 1999; Wang, et al., 2002; Gallagher, et. al. 2001; Rodgers & Thorson, 2000). Consumers’ ability to control the context over the Internet, while traditional media limits its consumers to their schedules appears to be one of the factors differentiating the Internet from traditional media (Gallagher et al, 2001).

According to Gallagher et al. (2001) the web is not one way communication channel, as internal and e-mail links offer consumers the opportunity to interact with both websites and the advertisements on it. Gallagher et al. (2001) conclude that the web is a hypertext medium, allowing communication delivery in an interactive multimedia format; it permits the use of text, graphics, animation, video, and sound, alone or in any combination. The interactive capacity of hypertext converts consumers from passive message receiver to active participants (Gallagher et al, 2001).

Cho and Leckenby (1999) identify interactivity as another differentiating factor between the internet and traditional media. Research studies define interactivity as human-message interaction where a person actively engages in advertising processing by interacting with advertising messages and advertisers. According to Cho and Leckenby (1999), consumers’ engagement in interactivity can be achieved: a) if consumers are highly involved in the web advertisement message, b) the message of an advertisement is related to the consumers’ goals and c) consumers feel that the advertisement message is personalized to them. Cho and Leckenby (1999) conclude that a high degree of interactivity generates better attitudes towards the advertisement, leading to increased advertisement effectiveness.

Contradictory findings were found by Bezjian et al. (1998), the authors conclude that ‘for the targeted products, purchase intention and the time spent viewing the advertisement declined when advertisement was interactive. Moreover, there was further evidence that in particular visual processing was inhibited by interactivity: respondents with visual orientations appeared to be hampered by the interactive system as evidenced by decreases in purchase intention for the targeted products and less time spent on the advertisements’ (Bezjian et al., 1998, p.31). Findings suggest that the effectiveness of interactivity as a method depends on whether the consumer prefers information in a visual or verbal form and whether the advertising content is inherently visual or verbal in impression.

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The internet has become a proven medium for advertising and is a viable alternative to traditional media such as television (Wang et al., 2002). Nevertheless practitioners and scholars are trying to maximize this new medium (Hoffman & Novak, 1996). In order to identify the ways to maximize the medium, the structure of advertisement processing over the internet must be understood (Rodgers & Thorson, 2000). Rodgers and Thorson (2000) proposed the interactive advertisement model (IAM), in which structural elements of online advertisement and the main motives of the Internet usage are discussed. According to the IAM advertisements’ structural elements are controlled by the advertisers, while functional elements such as motives for internet use by the consumers. IAM defines structural elements of advertisement through its types and formats, while functional side is defined through consumers’ motives of internet use.

2.3.1. Variables Constructing Attitudes

Prior research has examined advertisements placed in different types of media such as television, print and the World Wide Web (Tipps et al, 2006; Norris & Colman, 1992, 1993; Danaher & Mullarkey, 2003; Cho & Leckenby, 1999; Soldow & Principe, 1981; Dahlen, 2005) and findings identified latent variables affecting attitudes toward the advertisement and determine its effectiveness. The three main variables affecting consumers’ attitudes were identified namely, consumers’ level of involvement (Tipps, et. al., 2006), previous experience on the media where advertisements appear (Malthouse, Calder & Tamhane, 2007) and transportation (Wang & Calder, 2006).

Tipps et al. (2006) argue that involvement is a main variable affecting attitudes towards advertisement effectiveness. This argument is supported by Norris and Colman (1993). They state that a person with the high involvement in the media context is most probably going to skip an advertisement, while low involvement leads to effective recall to an advertisement (Soldow & Principe, 1981).

Norris and Colman (1992) distinguish TV context from print, they argue that consumers can easily skip printed advertisement and continue following the context (example: reading article) in case of high involvement, while consumers’ watching TV program does not have this choice. Based on attention-engaging capacity, viewers’ intrinsic or extrinsic capacity arguments are that advertisement recall can be effective in a high involvement media context as well (Lord & Burnkrant, 1993).

Studies indicate that involvement affects attitudes towards an advertisement (Tipps et al, 2006; Norris & Colman, 1992, 1993; Danaher & Mullarkey, 2003; De Pelsmacker, Geuens & Anckaert, 2002; Dahlen, 2005). Dahlen (2005) explains this effect through three constructs: 1. Mood congruency - “The ad context makes a certain mood or affect more accessible and relieves the processing of stimuli with similar moods or affects” (Dahlen, 2005 p. 90); 2. Congruity principle - “The medium and the advertised brand converge and become more similar in consumers’ minds” (Dahlen, 2005 p. 90); and

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3.Context serving as a cognitive prime that - “activates semantic network of related material that guides attention and determines the interpretation of the ad” (Dahlen, 2005p. 90). Dahlen (2005) argues that after consumers’ process interruption, advertisement can be still effective, if appearance of advertisement evokes consumers positive feelings and content of the advertisement is related to the context.

Malthouse, et al (2007) argue that consumer’ experiences regarding media context is another variable affecting attitudes. In their study the authors found that the way a person experiences a magazine can affect the way a person reacts to advertisements in it. Magazines that bring strong positive experience to advertisement tend to increase the effectiveness of that advertisement, but negative experiences do not hurt an advertisement. Negative experience most probably will effect advertisements in newspapers and television where people feel less control.

Furthermore, transportation is distinguished from involvement perspective and is identified as additional variable for the printed and TV context (Wang & Calder, 2006). Transportation is defined “as a convergent process, where all mental systems and capacities become focused on events occurring in the narrative.” (Green & Brock, 2000, p.701). Transportation describes the time, when consumer was driven by advertisement content, before using the media; all this affects consumer’s process interruption positively. Wang and Calder (2006) conducted a study where advertisements in magazines were aimed at targeting consumers’ interests (high involvement) and in where they were not. The authors found that involvement can cause transportation but that transportation does not necessarily imply involvement (pp. 158-159).

It is very important to identify consumers’ drivers while they are using media, as those drivers can determine the way they will perceive advertisements met in different context. It is still sparse research on how consumers perceive advertisements when they are driven by different things while using the media

2.3.2. Forms of Digital Advertising

Forms of digital advertisements are environmental factors, more precisely, the physical features of an advertisement (Rodger & Thorson, 2000). Research study identified two main features: advertisement types and formats (Rodger & Thorson, 2000). Advertisement type guides consumers’ to the actions they should take after seeing advertisement content, by knowing in advance the possible consumer responses. Advertisement formats denotes the ways advertisement appear. Appearance of advertisement includes shape, size, color and the ability being animated.

The primary controlling feature of any advertisement is its general type (Rodger & Thorson, 2000). Thorson (1996) suggests sorting advertisement types into five basic

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categories: product/service, public service announcement, issue, corporate and political. Each type of advertisement characterizes the general structure in which it is seen (Rodger & Thorson, 2000). ‘The advertisement type itself provides an indicator of the types of possible consumer responses. For example, we would expect in the case of a political ad that an individual will either take action and vote, or not vote. We would not expect to see an individual respond to a political ad by purchasing a product’ (Rodger & Thorson, 2000, p.48). By differentiating between advertisement types, practitioners and scholars can make predictions about the sorts of outcomes expected to result from of the advertisement (Rodger & Thorson, 2000).

Furthermore (Cho, 1998; Li & Bukovac, 1999, Rodger & Thorson, 2000), argue that knowledge of the advertisement type is not enough for prediction of outcomes. Studies have identified that different advertisement formats influence consumers’ perception on advertisements (Cho, 1998, Rodgers & Thorson, 2000).

The format of the advertisement denotes the way in which it appears in digital media (Rodgers & Thorson, 2000). Previous research identifies banners, interstitial and pop-ups, sponsorships, hyperlinks and websites as the main advertisement formats seen online (Zeff & Aronson, 1997; Briggs & Hollis, 1997; Cho, 1998; Brill, 1999; Rodgers &Thorson, 2000; Cornwell & Maignan, 1998; Rodgers, 2000; Lewis & Lewis, 1997; Thorson, Wells, & Rodgers, 1999; Coyle, 1997; Thompson & Wassmuth, 1999).

Banners

Are rectangular-shaped graphic advertisements virtually appearing on the screens of digital devices, while consuming digital media is defined as banner (Zeff & Aronson, 1997). Banners appear in both vertical and horizontal positions, but studies suggest that vertical banners are more expensive as they consume space where most websites place an index or menu (Rodgers & Thorson, 2000). Banner with size of seven inches wide by one inch deep are defined as large banners (Zeff & Aronson, 1997), while smaller banners are about half as wide by one inch deep. Appearance of the banners can be either static, or animated. The main difference between these two banners is that animated banner is loaded with the animations.

Briggs and Hollis (1997); Cho (1998); Rodgers and Thorson (2000) found that advertisements in banners increase awareness even without click-through. Clicked banners awaken more positive attitudes towards the advertisement (Rodgers &Thorson, 2000). Cho (1998) suggests that the size of the banner matters, he states that the probability of click-through increases with larger banners. Consumers’ attraction to the banner also depends on the way they appear. On one hand there are static banners appearing in colors different from the colors of the media context they appear, it makes the banner more vivid and attracts consumers’ attention. On the other, hand there are animated banners, attracting attention with blinking, and flash motions of banners content. Recently animated banner advertisements are including short videos, which either automatically start to play, or can be played after consumer clicks on it.

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Interstitials and Pop-ups

Rodgers & Thorson (2000) define interstitials as a full screen advertisement that runs between two content pages, while pop-ups appear in a separate window on the top of the content that is already on the user’s screen (Rodgers & Thorson, 2000, p.49). In some cases ups appear on the content being on the users’ screen. Both intensities and pop-ups are loaded with the animations; they blink and provide different flash or video motion while they appear on the screen.

According to Rodgers and Thorson (2000), consumers do not have control over interstitials, as they do not stop until the entire advertisement has run, which leads to the interruption of the consumer’s work flow. While with pop-ups, consumers’ decide whether to skip or follow an advertisement (Rodgers & Thorson 2000). In most of the cases pop-up advertisements include fake and the real button, clicking on which allows consumer to skip the advertisement. On pop-ups fake buttons appear in a vivid way, while the real button is hidden in the background, this is done to push consumers’ in following the advertisement.

Rodgers and Thorson (2000) conclude by describing different effects resulting from these two advertising formats. They state that advertisements that interrupts work flow will be perceived less favorably and will make consumers more frustrated, while pop-ups that are running in between work flow will be less frustrating (Rodgers & Thorson, 2000).

Sponsorships

Sponsorship appear as a part of the webpage content, or as part of a list of sponsors (Rodgers, 2000). The appearance of the sponsorship is simple and limited to advertiser identification. Sponsorship can appear on the webpage as link identifying the advertiser. In case of interest consumers’ can click on them, which will direct them to the advertisers webpage.

In digital media sponsorship is defined as ‘an indirect form of persuasion that allows companies to carry out marketing objectives by associating with key content’ (Rodgers, 2000, p.1). Literature identifies similarities and differences between online and traditional media sponsorships (Rodgers, 2000; Rodgers & Thorson, 2000; Hansen & Scotwin, 1995). In traditional media, sponsorships are likely to be simple and limited to brand identification and a brief slogan (Hansen & Scotwin, 1995) this is applicable to the online context as well. Online sponsorships also appear as a part of the webpage content, or as part of a list of sponsors (Rodgers, 2000). In addition, electronic sponsorships can be interactive, so that a click of the mouse can send a visitor to the homepage of the sponsor (Rodgers, 2000). Rodgers and Thorson (2000) identify another difference in the webpage space consumption, as online sponsorships almost always take up little space, as a result demonstrate more "consideration" of screen space, as well as the user's time’ (Rodgers & Thorson, 2000, p.50). This difference gives high credibility to sponsorship among online consumers (Rodgers, 2000).

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Hyperlink

A hyperlink is a word, phrase or, sometimes graphic (Rodgers & Thorson, 2000). Hyperlinks are generally embedded in the content itself and there is no limit to the number of hyperlinks that can appear on any webpage (Lewis & Lewis, 1997).

Hyperlinks allow consumers to link to another website by simply clicking on the hyperlink (Rodgers & Thorson, 2000). Hyperlinks are generally embedded in the content itself and there is no limit to the number of hyperlinks that can appear on any webpage (Lewis & Lewis, 1997). Nevertheless, research by Coyle (1997) suggests that including too many clickable surfaces as they will decrease the attractiveness, friendliness and usefulness of a webpage.

Websites

Websites has been thought as a transporter of advertisement formats until study by Chen and Wells (1999) has measured consumers’ attitudes towards the websites, which made obvious the importance of placing it among other advertisement formats.

Research studies (Thompson & Wassmuth, 1999; Rodgers & Frisby, 1998; Brill, 1999) have identified advantages of websites over the other formats for advertisements, for example Rodgers and Frisby (1998) found the creation of an emotional experience as an advantage, which can be even greater than in the case of a sponsorship. Rodgers and Thorson (2000) found the “push/pull” dichotomy to be the main differentiating factor between websites and other advertising formats. According to Rodgers and Thorson (2000), push refers to advertisements that are controlled by advertisers, while pull refers to advertisements controlled by consumers. Rodgers and Thorson (2000) suggest that websites almost always require consumers to "pull" content, while other advertising formats require consumers to “push” towards the content. These differences between a website and other advertisement formats are important as it implies that perception of websites as an advertisement format is much more complex than perception of other advertisement formats.

2.4. Synthesis

This part of the paper synthesizes theory discussed in the previous section. The Intention of synthesis is to draw together theory on consumption of digital media in terms of drivers behind using technology (Kozinets, 2008; Van der Heijden, 2004) and the advertising formats of the digital media. The synthesis will be used in empirical section in order to understand consumers’ experience of digital advertisement formats in tablet devices in terms of different drivers behind technology consumption.

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According to Rodgers and Thorson (2000), all of the advertisement formats defined earlier, with the exception of sponsorships, are unique to the Internet. It has even been argued that the ways in which sponsorships are formatted online appear to be unique compared to the format found in traditional media (Rodgers, 2000). Snyder and Cantor (1998) found that the structural features themselves afford opportunities and impose constraints as individuals take action to carry out their motives or goals. Because of this reason Sponsorship as an advertisement format will not be studied in empirical section of the paper.

Earlier research studies on digital advertising either measured consumers’ attitudes towards online advertisement without linking them to the advertisement formats (Burns & Lutz, 2006), or examined one advertisement format (Cho, 1999) by comparing one online advertising format to advertisement formats seen in traditional media (Burns & Lutz, 2006). According to Burns and Lutz (2006), each online advertisement format has different features leading consumers towards different attitude formation depending on their perception of what constitutes online advertisement. The goal to achieve is link together the drivers of digital media consumption with the advertisement formats appearing in digital media.

A research study by Burns and Lutz (2006) supports the propositions put forward by Rodgers and Thorson (2000) regarding the importance of advertisement format. Burns and Lutz (2006) identified positive relationship between advertising formats and consumers’ attitudes towards advertisements. Burns and Lutz (2006) tested relatedness of consumers’ perception in predicting online advertisement formats. Fifteen perceptual dimensions were identified and grouped into three perceptual factors: information, entertainment and annoyance (Burns & Lutz 2006). Results identified the importance of perception while predicting advertisement format entertainment and annoyance were related to all online advertisement formats while information is related to banners, pop-ups and the interstitials (Burns & Lutz, 2006). Findings suggest that advertisement format is important conceptual variable and should be considered while studying online advertisement.

Five main formats of advertisement are met by consumers while consuming digital media namely, banners, interstitials and pop-ups, sponsorship, hyperlinks and websites (Rodgers & Thorson, 2000). Each of the formats appears in the digital media in different way. Banners, interstitials and pop-ups are recognized to be more vivid and are better attracting consumers’ attention than the others. Studies indicate that vivid formats of advertisements, which are more likely to interrupt the work flow, will make consumers’ more frustrated. Rodgers and Thorson (2000), identify interstitials as the advertisement format, which interrupts the work flow. Sponsorships, hyperlinks and websites are recognized as less vivid digital advertising format, which are attracting consumers’ attention trough the “pull” strategy.

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Banners, interstitials, pop-ups, hyperlink and websites will be utilized in this study. The goal of this utilization is to synthesize these advertisement formats with the drivers behind consumption of digital media (Kozinets, 2008).

By consuming digital media consumers are able to reproduce contents, consume networking and user generated content, and facilitated the transition of media from news and entertainment to almost any technology (Mulher, 2009). Consumers use and consumption of technology is determined by four main drivers which vary between hedonic, utilitarian, Eco-consciousness and pleasure (Kozinets, 2008). Consumers' can be driven by more than one driver while they are using technology and the digital media through their technology (Kozinets, 2008).

Social progress, Eco-consciousness, Utilitarian and Pleasure are identified as main drivers behind consumption of technology. Consumers' assuming that consumption of technology improves there social betterment fall in the Social Progress drive, while resistance to technology and assumption that technological development appears as destructive of nature are characterized by drive Eco-consciousness. Consumers' using technology for efficacy which is reflected on economic growth is driven by Utilitarian drive. Recent rising of the video games importance have emerged in Pleasurable aspects of consumption, which drives consumer use of technology to fulfill their desires (Kozinets, 2008).

According to Kozinets’s (2008), semantic model, all of these drivers are placed on the opposite side. For example, Social Progress is seen as an optimistic perspective over technology’s essential amorality and pragmatic isolation. Social Progress linkage to technological development with human social betterment is questioned by Eco-consciousness. Utilitarian driver recognizes technology consumption which will relate to the economic growth and finally technology consumption through Pleasure driver which reflects technology use only for the pleasure fulfillment.

Advertisements in digital media can vary in their appearance. Studies have identified five main formats: banners, pop-ups, sponsorship, hyperlinks and the websites. Consumers’ experiences towards each type of advertisement can vary. This variation might be caused by their motives of entering digital media (Rodgers, 2002) or by shift of their motives while consuming the content. As consumers might enter digital media with one or more motives in mind, and throughout the sequence of accomplishing that motive, switch to other motive, consumers’ may became bored or frustrated with the initial motive, or some other activity may capture their attention (Rodgers & Thorson, 2000).

Drivers behind consumption of technology have been synthesized with the four advertisement formats (Kozinets, 2008; Rodgers & Thorson, 2000). Synthesis of these theories enabled building the framework of perceptions of different kind of tablet device users towards four advertisement formats of digital media. Table two presents the

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framework of these perceptions, which will be utilized in the analysis for filling the empirical part of the paper.

Table 2: Framework of advertisement perception

Framework will be used in empirical part of the paper in order to understand how consumers’ experiences advertisement formats in tablet device. Firstly the issue about the drivers behind consumers’ usage of tablet devices, secondly analysis will move to understanding consumers’ experience of four formats of advertisements in tablet devices. In order to do so, method needs to be presented, which gives the background into how I am able to answer these questions and operationalize the framework. This heavily relies on the phenomenological approach presented in the next section.

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3. Methodology

This research uses phenomenological interviews for data collection. Below, I present the concept of phenomenology, as well as the process of choosing interviewees for the study and conducting the actual interviews.

As it is apparent by now, the aim of this study is to understand consumers’ experiences of ads in tablet devices. Phenomenology as a method studies consumers’ experiences, by holding on how consumers interpret their own actions and lived experiences (Stablein, 2002). Connection between study objectives and research method is apparent and for this reason phenomenology was adopted as this study method.

3.1. Phenomenology

Phenomenology as a research method provides researcher with the ability of interpretive notion, which can be related to consumers’ everyday life exploration in terms of inter-subjective world (Schwandt, 2003). While trying to explore consumers’ experiences on advertisements met in tablet device, it is important to explore how tablet devices are perceived in consumers’ everyday life. Use of phenomenology method appears to help in exploring and interpreting experiences this study is interested in.

The phenomenological movement began in 1906, when Edmund Husserl established a firm foundation for knowledge (Stablein, 2002). Husserl claimed that establishing of a firm foundation for knowledge requires a close investigation of individuals’ common sense, their everyday experience, on which observation would depend (Stablein, 2002). He called consumers’ everyday experience the life-world (Stablein, 2002).

Husserl argued that to understand phenomena, it is important to understand human consciousness, which is always oriented toward and open to the meaning of objects (Stablein, 2002). In this study human consciousness will be referred to the four drivers of tablet device consumption. Husserl insisted that to truly understand the experience of the life-world, it is necessary to examine the active constitution of the meaning of objects in consciousness (Stablein, 2002). Studies have defined life-world as the world where individuals among fellow individuals, experience culture and society, taking a stand with regard to their objects by being influenced by them as well as acting on them (Goulding, 2005). It is important to distinguish life-world from the social world. According to Goulding (2005) life-world consists of formal structures about which individuals are less aware, while the social world relates to the individuals everyday familiar actions and experiences.

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Stablein (2002) describes phenomenology as the study of human experience, where phenomenon is the direct, lived experience of the human being. Phenomenology aims to take hold on how consumers interpret their own and others action as meaningful and how objective meanings of actions are transformed to the inter-subjective communication of individuals (Schwandt, 2003; Stablein, 2002; Thompson, Locander & Pollio, 1989). The goal of phenomenological studies is the expansion of understanding of the range of immediate experience without taking into account its psychological origins (Goulding, 2005). This statement was taken into consideration while conducting interviews. Throughout the interviews consumers’ were asked to describe their motives of tablet device consumptions and experiences on advertisement met in them, which were subjectively adopted and described. Author didn’t concentrate on the origins of this subjectivity but rather took their experiences as described.

As already described, phenomenology looks at individuals’ experiences as they emerge in some context, but one should take into consideration the fact that experience does not always relate to the world of objective description, as objectivity often refers to exploration of an event as separate from its contextual setting (Thompson et al, 1989). Phenomenology on the other hand describes individuals experience as lived without separation and concentration on the objective aspects of experience (Thompson et al, 1989). During the interviews respondents were asked to describe their experiences as they were lived. Respondents’ descriptions of their experiences were not judged, but rather were taken as contextual facts.

Phenomenological research involves three aspects: first conceptualization of individual experience as a dynamic process, where certain episodes of individuals’ life-world stand out, while other episodes reside into ground (Thompson et al, 1989); secondly, resided episodes never stay independent of its ground and vice versa and finally all modes of human experience, such as thoughts, feelings, knowledge, imagination and memory are viewed as intentional phenomena (Thompson et al, 1989). In phenomenological studies individuals are seen as ‘living in the world in a repressed way and as having to reflect on these experiences to see the pattern of such repression’ (Thompson et al, 1989, p. 136). Interviewer was always opened by asking respondents to describe their motives of tablet device consumption. At the point, when respondents’ started to describe their experiences on advertisement, descriptions of consumption motives were residing in the background. All the episodes came together in the further sections, when respondents’ experiences were interpreted by the author.

In phenomenological research, participants are individuals who already have lived the experience being studied. Furthermore, the phenomenological approach takes participants views as facts (Goulding, 2005). Phenomenological approach is implemented through in-depth interviews, where participants are told of the study purposes upfront (Thompson et al, 1989). The main determination factor while asking respondents to participate in the interview was their relatedness to tablet device. Respondents either owned the device, or used to have one. Before the interview started confidentiality agreement was provided,

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where the explanation of the main objectives of the study was disclosed and confidentiality agreement was signed. Throughout the interview, experiences stated by respondents were taken as a fact, which were further interpreted in the analysis section of the paper.

During the interview a dialogue is conducted in circular manner, where researchers’ questions flow from the dialogue and are not predetermined (Thompson et al, 1989). Thorson et al (2005) suggest that researchers should avoid asking the question “why” during the interview, as it will move the focus of dialogue from lived experience to a more distant abstract discussion. By conducting phenomenological interviews, the researcher is able to gather a ‘Firs-person description of some specified domain of experience’ (Thompson et al, 1989, p.138). Unstructured in-depth interview were conducted by the author. Interview was opened by general question regarding the reasons behind tablet device consumption.

3.2. Interviewees

The purpose of conducted interviews is not one of generalizability, it is rather a way to access and understand cultural categories and assumptions according to which one culture construes the world (McCracken, 1988). Qualitative research does not survey the terrain, it mines it. It is much more intensive than extensive in its objectives (McCracken, 1988). It is not a priority to have large sample data, but rather engage in respondents’ cultural category, while aiming to understand their experiences.

Altogether, fifteen phenomenological interviews were conducted, out of which thirteen respondents were male and two were female. Bigger number of men, compared to women, might affect the outcome. However, due to the purposes of the study, which is to gain an understanding rather than generalizing, makes gender misbalance acceptable. Nationality of the respondents was not predetermined as the main criteria for choosing them was, that they had to have previous experience of tablet device consumption, as it appears to be of high importance while studying consumers lived experiences through phenomenology (Stablein, 2002). Nevertheless the majority of respondents were citizens of Finland. The age of interviewees varied from nineteen up to thirty-one, and most of the interviewees were still in the process of following their bachelor’s or master’s degree. Details of the respondents are presented in table 3.

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Table 3: Description of the Interviewees

From the ethical perspective, respondents were provided with the confidentiality agreement which stated the main purpose of the research, as well as informed participants that their names would stay confidential: This was done to make sure that interviewees would feel comfortable while talking of their consumption of tablet devices and the ways they experience advertisements in them.

Respondents were either provided by tablet device or they used their own before the interview: They have also used tablet device during the interview while they were describing their experiences on specific applications, advertisements or the websites in the tablet device. The objects of experiences were not predefined, which led the subject of the interviews to vary. The most common subjects were general description of tablet devices, the purposes behind using those devices, times when advertisements were met in tablet devices and the ways respondents reacted on them.

3.3. Conducting the Interviews

The time of the interviews lasted from forty-five minutes up to an hour and a half. Interviews were held in the places which made respondents feel more comfortable. This revived in an informal atmosphere, where respondents described their experiences in an easy way. These places mostly varied from school cafeterias to coffee houses, and a few interviews were held in the lobby of the school were sofas and tables are provided.

Consumers&apos; Experience of Advertisements in Tablet Devices