Richard Chen

Happy Elements, Inc.

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Combining Choices and Response Times in the Field: A Drift-Diffusion Model of Mobile Advertisements

Number of pages: 38 Posted: 19 Dec 2018 Last Revised: 16 Oct 2019
Khai Chiong, Matthew Shum, Ryan Webb and Richard Chen
University of Texas at Dallas - Naveen Jindal School of Management, California Institute of Technology, University of Toronto and Happy Elements, Inc.
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Abstract:

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Mobile advertising, Attention, Drift-diffusion model, Response times, Video advertisements, Skippable ads