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(0)24 361 2342; Fax: +(31) (0)24 361 2372. Effects of location-based advertising 2 AbstractAdvertising professionals have great expectations of Location-Based Advertising (LBA). The present study therefore set out to investigate whether ads that are tailored to consumers' location are indeed more effective than ads that are not. In addition it was investigated whether LBA is particularly likely to be effective when the ad is not only location-congruent, but also relevant to consumers' goals. Therefore, a 2 (location congruence) X 2 (goal relevance) experimental design was employed. These expectations were borne out: the location-congruent ad resulted in more purchases than the location-incongruent ad, but only when the ad was high in goal relevance.These results suggest that it is only profitable for advertisers to send 'local' messages when these messages are relevant.

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User experience (UX) research on pervasive technologies faces considerable challenges regarding today's mobile context-sensitive applications: evaluative field studies lack control, whereas lab studies miss the interaction with a dynamic context. This dilemma has inspired researchers to use virtual environments (VEs) to acquire control while offering the user a rich contextual experience. Although promising, these studies are mainly concerned with usability and the technical realization of their setup. Furthermore, previous setups leave room for improvement regarding the user's immersive experience. This paper contributes to this line of research by presenting a UX case study on mobile advertising with a novel CAVEsmartphone interface. We conducted two experiments in which we evaluated the intrusiveness of a mobile locationbased advertising app in a virtual supermarket. The results confirm our hypothesis that context-congruent ads lessen the experienced intrusiveness thereby demonstrating that our setup is capable of generating preliminary meaningful results with regards to UX. Furthermore, we share insights in conducting these studies.

Self-identity in mobile location-based social networks (LBSN) is a relatively underexplored topic. In this paper, we present our initial understandings on the role that LBSN play in the self-identity of its users and introduce a relationship between self-identity and expressions of territoriality in LBSN. Our work presented in this paper is based on a six-week study using a novel LBSN called GeoMoments. Our primary purpose is to draw attention to the importance of potential perceived power facilitated by identity claims over an area, and to the temporal nature of the layered meanings of physical places in LBSN so they can be drawn upon as a resource for design.

This paper presents the concept of Ambient Awareness that pertains to using Ambient Intelligence technologies for the purposes of sustaining awareness between individuals or groups of people, over sustained periods of time. The first explorations of this concept are conducted within the context of supporting awareness for busy parents having young children. We sketch the requirements drawn from an interview study, involving 20 interviews with working parents and we identify unmet communication needs that this type of technology may support.