Measuring The Effects Of Online Advertising On Human Behavior Using Natural And Field Experiments

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Measuring the Effects of Online Advertising on Human Behavior Using Natural and Field Experiments

Author : Randall Aaron Lewis
Publisher :
ISBN 13 :
Total Pages : 133 pages
Book Rating : 4.:/5 (71 download)

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Book Synopsis Measuring the Effects of Online Advertising on Human Behavior Using Natural and Field Experiments by : Randall Aaron Lewis

Download or read book Measuring the Effects of Online Advertising on Human Behavior Using Natural and Field Experiments written by Randall Aaron Lewis and published by . This book was released on 2010 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt: This thesis investigates the effects of online advertising on human behavior: clicks, new-account sign-ups, and retail sales. Five chapters cover natural and field experiments used to measure these effects for both display and search advertising. The first chapter uses a natural experiment on the Yahoo! Front Page, aided by a flexible semiparametric model, to identify the causal effects of display ad frequency on internet users' responses as measured at the individual level by clicks and new-account sign-ups. Performance is heterogeneous regarding frequency and clickability; some campaigns exhibit significant decreasing returns to scale after one or two impressions while others show constant returns to scale even after fifty impressions. For some campaigns, a simple nonparametric regression which ignores selection bias finds increasing returns to scale, but none is found with the model that uses exogenous variation in views. Conversely, many campaigns that appear to exhibit diminishing returns when failing to account for selection, in fact, show little to no wear-out. The second chapter assesses the ability of online display advertising to attract new customers by analyzing a large-scale field experiment which exposed 3.7 million subjects to ads on Yahoo!. The number of new account sign-ups at an online business was tracked and shows a statistically significant impact of one of the two types of advertising campaigns. The ads served as Yahoo! run-of-network succeeded in generating a statistically significant increase in sign-ups of 8-14% relative to the control group. The ads shown on Yahoo! Mail did not produce a statistically significant increase in sign-ups. Despite being derived using millions of subjects, this estimate is quite noisy, with the upper bound of the 95% confidence interval estimate being a 15% increase in new customers. These estimates call into question click-only attribution models, as the number of users that clicked on an ad and converted is less than 30% of the estimated treatment effect. The third chapter asks, "Does advertising affect sales in a measurable way?" New technologies for tracking both sales and advertising at the individual level are used to investigate the effectiveness of brand advertising for a nationwide retailer. A controlled experiment on 1,577,256 existing customers measures the causal effect of advertising on actual purchases, overcoming the major hurdles regarding attribution typically encountered in advertising effectiveness research by exogenously varying exposure to the ads. Each customer was randomly assigned to treatment and control groups for an online advertising campaign for this retailer. Online brand advertising generated a statistically and economically significant effect on in-store sales for this retailer. The design of the experiment permits a demographic breakdown of the advertising's heterogeneous effects. Somewhat surprisingly, the effects are especially large for the elderly. Customers aged 65 and older, comprising only 5% of the experimental subjects, exhibited a 20% average increase in sales due to the advertising campaign, which represents 40% of the total effect among all age groups. The fourth chapter further investigates the effects of online advertising on sales. A quasi experimental approach is taken to analyze the randomized experiment in Chapter 3. Individual level data on ad exposure and weekly purchases at this retailer, both online and in stores, are combined and used to find statistically and economically significant impacts of the advertising on sales. The treatment effect persists for weeks after the end of an advertising campaign, and the total effect on revenues is estimated to be more than seven times the retailer's expenditure on advertising during the study. Additional results explore differences in the number of advertising impressions delivered to each individual, online and offline sales, and the effects of advertising on those who click the ads versus those who merely view them. The fifth chapter quantifies the externalities exerted among competing north ads in search advertising. "North" ads, or sponsored listings appearing just above the organic search results, generate the majority of clicks and revenues for search engines. The research question asks, "Does increasing the number of rival north ads decrease the number of clicks I receive on my own north ad?" A controlled experiment investigates this question and finds, surprisingly, that additional rival ads in the north tend to increase rather than decrease the click-through rate (CTR) of the top sponsored listing. Several possible explanations are proposed for this phenomenon, and directions for new theoretical models of sponsored search are suggested.

A Comparison of Approaches to Advertising Measurement

Author : Brett R. Gordon
Publisher :
ISBN 13 :
Total Pages : 54 pages
Book Rating : 4.:/5 (13 download)

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Book Synopsis A Comparison of Approaches to Advertising Measurement by : Brett R. Gordon

Download or read book A Comparison of Approaches to Advertising Measurement written by Brett R. Gordon and published by . This book was released on 2018 with total page 54 pages. Available in PDF, EPUB and Kindle. Book excerpt: Measuring the causal effects of digital advertising remains challenging despite the availability of granular data. Unobservable factors make exposure endogenous, and advertising's effect on outcomes tends to be small. In principle, these concerns could be addressed using randomized controlled trials (RCTs). In practice, few online ad campaigns rely on RCTs, and instead use observational methods to estimate ad effects. We assess empirically whether the variation in data typically available in the advertising industry enables observational methods to recover the causal effects of online advertising. Using data from 15 US advertising experiments at Facebook comprising 500 million user-experiment observations and 1.6 billion ad impressions, we contrast the experimental results to those obtained from multiple observational models. The observational methods often fail to produce the same effects as the randomized experiments, even after conditioning on extensive demographic and behavioral variables. In our setting, advances in causal inference methods do not allow us to isolate the exogenous variation needed to estimate the treatment effects. We also characterize the incremental explanatory power our data would require to enable observational methods to successfully measure advertising effects. Our findings suggest that commonly used observational approaches based on the data usually available in the industry often fail to accurately measure the true effect of advertising.

Effect of Temporal Spacing Between Advertising Exposures

Author : Navdeep Sahni
Publisher :
ISBN 13 :
Total Pages : 49 pages
Book Rating : 4.:/5 (93 download)

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Book Synopsis Effect of Temporal Spacing Between Advertising Exposures by : Navdeep Sahni

Download or read book Effect of Temporal Spacing Between Advertising Exposures written by Navdeep Sahni and published by . This book was released on 2013 with total page 49 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper aims to understand the impact of temporal spacing between ad exposures on the likelihood of a consumer purchasing the advertised product. I create an individual-level data set with exogenous variation in the spacing and intensity of ads by running online field experiments. Using this data set, I first show that (1) ads significantly increase the likelihood of the consumers purchasing from the advertiser and (2) this increase carries over to future purchase occasions. Importantly, I find evidence for the spacing effect: the likelihood of a product's purchase increases if the product's past ads are spread apart rather than bunched together, even if the spreading apart of ads involves shifting some ads away from the purchase occasion. Because the traditional models of advertising do not explain the data patterns, I build a new memory-based model of how advertising influences consumer behavior. Using a nested test, I reject the restrictions imposed by the canonical goodwill stock model based on the Nerlove and Arrow [1962] approach, in favor of the more general memory-based model. Counterfactual simulations using the parameter estimates show that not accounting for the features of the memory model might lead to significantly lower profits for the advertisers.

Effect of Temporal Spacing Between Advertising Exposures

Author : Navdeep S. Sahni
Publisher :
ISBN 13 :
Total Pages : 47 pages
Book Rating : 4.:/5 (13 download)

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Book Synopsis Effect of Temporal Spacing Between Advertising Exposures by : Navdeep S. Sahni

Download or read book Effect of Temporal Spacing Between Advertising Exposures written by Navdeep S. Sahni and published by . This book was released on 2015 with total page 47 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper aims to understand the impact of temporal spacing between ad exposures on the likelihood of a consumer purchasing the advertised product. I create an individual-level data set with exogenous variation in ad exposure and its spacing by running online field experiments. Using this data set, I first show that (1) ads significantly increase the likelihood of the consumers purchasing from the advertiser and (2) this increase carries over to future purchase occasions. Importantly, I also find evidence for the spacing effect: the likelihood of a product's purchase increases if it's ads are spread apart rather than bunched together, even if spreading apart involves shifting some ads away from the purchase occasion. Accounting for the spacing effect is important to detect the effects of repeated advertising. Because the traditional models of advertising do not explain the data patterns, I build a new memory-based model of how advertising influences consumer behavior. Using a nested test, I reject the restrictions imposed by the canonical goodwill stock model (Nerlove and Arrow [1962]), in favor of the memory-based model I propose. Additionally, I use the estimated parameters to simulate counterfactual scenarios and show that the advertisers' profits might be lower if the features of the memory model are not accounted for.

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Ethics and Experiments

Author : Scott Desposato
Publisher : Routledge
ISBN 13 : 1317438663
Total Pages : 298 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis Ethics and Experiments by : Scott Desposato

Download or read book Ethics and Experiments written by Scott Desposato and published by Routledge. This book was released on 2015-12-22 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: For most of political science's history, discussions about professional ethics had nothing to do with human subjects. Professional ethics involved integrity in the classroom, fair tenure and promotion rule, and the careful avoidance of plagiarism. As most research was observational, there was little need for attention to how scholarly activities might directly affect the subjects of our work. Times have changed. The dramatic growth in the use of experiments in social science, especially overseas, is generating unexpected ethical controversies. The purpose of this volume is to identify, debate, and propose practical solutions to the most critical of these new ethical issues. A leading team of internationally distinguished political science scholars presents the first examination of the practical and ethical challenges of research with human subjects in social science and policy studies. Part 1 examines contextual challenges provided by experiments conducted overseas - questions of culture, religion, security, and poverty. Part 2 examines questions of legal constraints on research, focusing on questions of foreign review of international experiments. Part 3 tackles the critical issues in field experiments, including deception and consent, impact on elections and careers, the boundaries of the public officials' exemption, and the use of partner organizations to avoid Institutional Review Body (IRB) review. Part 4 considers strategies for the future, including training and education, IRB reform, institutional changes, and norm development.

Consumer Response to Repeated Advertising: Evidence from an Online Field Experiment

Author : Navdeep Singh Sahni
Publisher :
ISBN 13 : 9781267472786
Total Pages : 91 pages
Book Rating : 4.4/5 (727 download)

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Book Synopsis Consumer Response to Repeated Advertising: Evidence from an Online Field Experiment by : Navdeep Singh Sahni

Download or read book Consumer Response to Repeated Advertising: Evidence from an Online Field Experiment written by Navdeep Singh Sahni and published by . This book was released on 2012 with total page 91 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper aims to understand the impact of temporal spacing between ad exposures on a consumer's decision of whether to purchase the advertised product. I create an individual level data-set with exogenous variation in the spacing and intensity of ads by running online field experiments. In these experiments, exposure to ads is randomized across individuals and over time. The data show that at a purchase occasion, the likelihood of a product's purchase increases if its past ads are spread apart rather than bunched together, even if spreading apart of ads involves shifting some ads away from the purchase occasion. Because the traditional models of advertising do not allow for this effect, I build a new memory-based model of learning through ad exposure. Using a nested test, I reject a goodwill stock model based on the Nerlove and Arrow [1962] approach, in favor of the more general memory-based model. Counterfactual simulations using parameter estimates show that not accounting for the spacing effect of ads might lead to significantly lower profits for the advertisers.

Advances in Experimental Political Science

Author : James N. Druckman
Publisher : Cambridge University Press
ISBN 13 : 1108478506
Total Pages : 671 pages
Book Rating : 4.1/5 (84 download)

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Book Synopsis Advances in Experimental Political Science by : James N. Druckman

Download or read book Advances in Experimental Political Science written by James N. Druckman and published by Cambridge University Press. This book was released on 2021-04 with total page 671 pages. Available in PDF, EPUB and Kindle. Book excerpt: Novel collection of essays addressing contemporary trends in political science, covering a broad array of methodological and substantive topics.

Towards a Digital Attribution Model

Author : Anindya Ghose
Publisher :
ISBN 13 :
Total Pages : 40 pages
Book Rating : 4.:/5 (13 download)

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Book Synopsis Towards a Digital Attribution Model by : Anindya Ghose

Download or read book Towards a Digital Attribution Model written by Anindya Ghose and published by . This book was released on 2016 with total page 40 pages. Available in PDF, EPUB and Kindle. Book excerpt: The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique features of our data set that distinguish this paper from prior work are: (i) the information on the actual viewability of impressions and (ii) the duration of exposure to the display advertisements, both at the individual-user level. Employing a quasi-experiment enabled by our setting, we use difference-in-differences and corresponding matching methods as well as instrumental variable techniques to control for unobservable and observable confounders. We empirically demonstrate that mere exposure to display advertising increases users' propensity to search for the brand and the corresponding product; consumers engage both in active search exerting effort to gather information, and in passive search using information sources that arrive exogenously. We also find statistically and economically significant effect of display advertising on increasing consumers' propensity to make a purchase. Furthermore, our findings reveal that the longer the duration of exposure to display advertising, the more likely the consumers are to engage in direct search behaviors (e.g., direct visits) rather than indirect ones (e.g., search engine inquiries). We also study the effects of various types of display advertising (e.g., prospecting, retargeting, affiliate targeting, video advertising, etc.) and the different goals they achieve. Our framework for evaluating display advertising effectiveness constitutes a stepping stone towards causally addressing the digital attribution problem.

Handbook of Economic Field Experiments

Author : Abhijit Vinayak Banerjee
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (17 download)

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Book Synopsis Handbook of Economic Field Experiments by : Abhijit Vinayak Banerjee

Download or read book Handbook of Economic Field Experiments written by Abhijit Vinayak Banerjee and published by . This book was released on 2017 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Routledge Handbook of Elections, Voting Behavior and Public Opinion

Author : Justin Fisher
Publisher : Routledge
ISBN 13 : 1317494806
Total Pages : 786 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis The Routledge Handbook of Elections, Voting Behavior and Public Opinion by : Justin Fisher

Download or read book The Routledge Handbook of Elections, Voting Behavior and Public Opinion written by Justin Fisher and published by Routledge. This book was released on 2017-09-22 with total page 786 pages. Available in PDF, EPUB and Kindle. Book excerpt: The study of elections, voting behavior and public opinion are arguably among the most prominent and intensively researched sub-fields within Political Science. It is an evolving sub-field, both in terms of theoretical focus and in particular, technical developments and has made a considerable impact on popular understanding of the core components of liberal democracies in terms of electoral systems and outcomes, changes in public opinion and the aggregation of interests. This handbook details the key developments and state of the art research across elections, voting behavior and the public opinion by providing both an advanced overview of each core area and engaging in debate about the relative merits of differing approaches in a comprehensive and accessible way. Bringing geographical scope and depth, with comparative chapters that draw on material from across the globe, it will be a key reference point both for advanced level students and researchers developing knowledge and producing new material in these sub-fields and beyond. The Routledge Handbook of Elections, Voting Behavior and Public Opinion is an authoritative and key reference text for students, academics and researchers engaged in the study of electoral research, public opinion and voting behavior.

Handbook of Research Methods in Consumer Psychology

Author : Frank R. Kardes
Publisher : Routledge
ISBN 13 : 1351137700
Total Pages : 528 pages
Book Rating : 4.3/5 (511 download)

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Book Synopsis Handbook of Research Methods in Consumer Psychology by : Frank R. Kardes

Download or read book Handbook of Research Methods in Consumer Psychology written by Frank R. Kardes and published by Routledge. This book was released on 2019-04-15 with total page 528 pages. Available in PDF, EPUB and Kindle. Book excerpt: What impact can various research methods have on consumer psychology? How can they help us understand the workings of the consumer mind? And how can the field of consumer psychology best utilize these methods? In the Handbook of Research Methods in Consumer Psychology, leading consumer psychologists summarize key aspects of the research process and explain how different methods enrich understanding of how consumers process information to form judgments and opinions and to make consumption-related decisions. Kardes, Herr, and Schwarz provide an in-depth analysis of the scientific research methods needed to understand consumption-related judgments and decisions. The book is split into five parts, demonstrating the breadth of the volume: classic approaches, contemporary approaches, online research methods, data analysis, and philosophy of science. A variety of leading researchers give insight into a wide range of topics, reflecting both long-standing debate and more recent developments in the field to encourage discussion and the advancement of consumer research. The Handbook of Research Methods in Consumer Psychology is essential reading for researchers, students, and professionals interested in consumer psychology and behavior.

The Psychology of Selling and Advertising

Author : Edward Kellogg Strong
Publisher :
ISBN 13 :
Total Pages : 492 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis The Psychology of Selling and Advertising by : Edward Kellogg Strong

Download or read book The Psychology of Selling and Advertising written by Edward Kellogg Strong and published by . This book was released on 1925 with total page 492 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Atmospheric Turn in Culture and Tourism

Author : Michael Volgger
Publisher : Emerald Group Publishing
ISBN 13 : 1838670726
Total Pages : 265 pages
Book Rating : 4.8/5 (386 download)

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Book Synopsis Atmospheric Turn in Culture and Tourism by : Michael Volgger

Download or read book Atmospheric Turn in Culture and Tourism written by Michael Volgger and published by Emerald Group Publishing. This book was released on 2019-11-29 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Combining ideas of sustainable development, strategic marketing and branding with space design and architecture, this volume offers contemporary perspectives on the development and impact of 'atmospheric quality' in tourism and hospitality service situations. Topics discussed include: silent airports, ambient odours and, co-created atmospheres.

Science And Human Behavior

Author : B.F Skinner
Publisher : Simon and Schuster
ISBN 13 : 1476716153
Total Pages : 484 pages
Book Rating : 4.4/5 (767 download)

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Book Synopsis Science And Human Behavior by : B.F Skinner

Download or read book Science And Human Behavior written by B.F Skinner and published by Simon and Schuster. This book was released on 2012-12-18 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: The psychology classic—a detailed study of scientific theories of human nature and the possible ways in which human behavior can be predicted and controlled—from one of the most influential behaviorists of the twentieth century and the author of Walden Two. “This is an important book, exceptionally well written, and logically consistent with the basic premise of the unitary nature of science. Many students of society and culture would take violent issue with most of the things that Skinner has to say, but even those who disagree most will find this a stimulating book.” —Samuel M. Strong, The American Journal of Sociology “This is a remarkable book—remarkable in that it presents a strong, consistent, and all but exhaustive case for a natural science of human behavior…It ought to be…valuable for those whose preferences lie with, as well as those whose preferences stand against, a behavioristic approach to human activity.” —Harry Prosch, Ethics

Handbook of Market Research

Author : Christian Homburg
Publisher : Springer
ISBN 13 : 9783319574110
Total Pages : 0 pages
Book Rating : 4.5/5 (741 download)

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Book Synopsis Handbook of Market Research by : Christian Homburg

Download or read book Handbook of Market Research written by Christian Homburg and published by Springer. This book was released on 2021-12-03 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered.

Social Influence and Consumer Behavior

Author : Daniel J. Howard
Publisher : Psychology Press
ISBN 13 : 9781138844872
Total Pages : 0 pages
Book Rating : 4.8/5 (448 download)

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Book Synopsis Social Influence and Consumer Behavior by : Daniel J. Howard

Download or read book Social Influence and Consumer Behavior written by Daniel J. Howard and published by Psychology Press. This book was released on 2014-09-11 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection of innovative essays examines the effects of social influence on consumer behavior processes and outcomes. The research focus is on social and consumer theory in helping to understand the interface between these two domains, with chapters investigating this interface from multiple perspectives thus providing diverse theoretical contributions to the discussion. This book was originally published as a special issue of the journal Social Influence.