Attention, Recall and Purchase: Experimental Evidence on Online News and Advertising

47 Pages Posted: 6 Apr 2021

See all articles by Tommaso Valletti

Tommaso Valletti

European Union - European Commission

André Veiga

University of London, Imperial College of Science, Technology and Medicine - Department of Economics

Date Written: 2021

Abstract

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.

JEL Classification: M370, C910, L860

Suggested Citation

Valletti, Tommaso and Veiga, André, Attention, Recall and Purchase: Experimental Evidence on Online News and Advertising (2021). CESifo Working Paper No. 8991, Available at SSRN: https://ssrn.com/abstract=3820293 or http://dx.doi.org/10.2139/ssrn.3820293

Tommaso Valletti (Contact Author)

European Union - European Commission ( email )

André Veiga

University of London, Imperial College of Science, Technology and Medicine - Department of Economics ( email )

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