Arbeitspapier
Attention, Recall and Purchase: Experimental Evidence on Online News and Advertising
We conduct an experiment where subjects read online news articles and are shown ads for brands next to those articles. Using eye-tracking technology, we measure the attention that each individual devotes to each article and ad. Then, respondents choose between cash or vouchers for the brands advertised. Attention to ads is a predictor both of willingness-to-pay for brands, and brand recall. The main predictors of attention include the type of news and the match between individual political preferences and the media outlet.
- Sprache
-
Englisch
- Erschienen in
-
Series: CESifo Working Paper ; No. 8991
- Klassifikation
-
Wirtschaft
Advertising
Design of Experiments: Laboratory, Individual
Information and Internet Services; Computer Software
- Thema
-
online-advertising
experiments
attention
e-commerce
targeting
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Valletti, Tommaso M.
Veiga, André
- Ereignis
-
Veröffentlichung
- (wer)
-
Center for Economic Studies and Ifo Institute (CESifo)
- (wo)
-
Munich
- (wann)
-
2021
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:41 MEZ
Datenpartner
Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Arbeitspapier
Beteiligte
- Valletti, Tommaso M.
- Veiga, André
- Center for Economic Studies and Ifo Institute (CESifo)
Entstanden
- 2021
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