While research in mobile advertising is abundant, limited attention has been paid to date to how consumers
respond to mobile advertisements for different product categories and in which way impulsivity
affects intentions to purchase. In this paper, we study the dimensionality of the product involvement
construct and its effects on consumers’ purchase intentions via a simulated field experiment (N = 736).
We show that the cognitive dimension of product involvement and impulsiveness significantly affect
purchase intentions. We also present that the relationship between product involvement and purchase
intention is moderated by the consumers’ impulse buying personality traits. These findings progress
the current state-of-the-art in mobile advertising research, while also having significant practical consequences
for the design of effective mobile SMS advertising campaigns.
2014