Download This PaperAttention, Recall and Purchase: Experimental Evidence on Online News and Advertising
47 Pages Posted: 6 Apr 2021
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: 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
Do you have a job opening that you would like to promote on SSRN?
Feedback
Feedback to SSRN
If you need immediate assistance, call 877-SSRNHelp (877 777 6435) in the United States, or +1 212 448 2500 outside of the United States, 8:30AM to 6:00PM U.S. Eastern, Monday - Friday.