Where Does Advertising Content Lead You? We Created a Bookstore to Find Out

Download This Paper Open PDF in Browser Add Paper to My Library Share: Permalink Using these links will ensure access to this page indefinitely Copy URL Where Does Advertising Content Lead You? We Created a Bookstore to Find Out 64 Pages Posted: 28 Dec 2022 See all articles by Ilya MorozovIlya MorozovKellogg School of ManagementAnna TuchmanNorthwestern - Kellogg Date Written: December 20, 2022 Abstract We study how online display ads influence consumers' decisions. To this end, we create a simulated online bookstore that imitates a real online shopping experience. Consumers can browse the product list, use search tools such as queries and filters, explore books by visiting product pages, and place orders just like they normally would when shopping online. We then conduct a pre-registered and incentive-compatible experiment, in which we randomly expose consumers in our store to display ads, randomizing both advertising exposures and content. Our experimental results suggest that advertising content plays a major role in shaping advertising effects. The ads without product attribute information encourage consumers to become informed about the advertised book by making it easier to navigate to the book's product detail page. Further, when ads directly reveal the book's genre or price, consumers respond positively or negatively depending on how they value the revealed attribute. As a whole, our results highlight the importance of accounting for advertising content in both theoretical and empirical research on advertising effects. Keywords: Advertising, Consumer Search, Lab Experiment JEL Classification: C83, C91, D12, D83, L00, M37 Suggested Citation: Suggested Citation Morozov, Ilya and Tuchman, Anna, Where Does Advertising Content Lead You? We Created a Bookstore to Find Out (December 20, 2022). Available at SSRN: https://ssrn.com/abstract=4308400 Ilya Morozov (Contact Author) Kellogg School of Management ( email ) Evanston, IL 60201United States Anna Tuchman Northwestern - Kellogg ( email ) Kellogg School of Management2001 Sheridan Rd.Evanston, IL 60208United States Download This Paper Open PDF in Browser Do you have a job opening that you would like to promote on SSRN? Place Job Opening Paper statistics Downloads 7 Abstract Views 41 PlumX Metrics Feedback Feedback to SSRN Feedback (required) Email (required) Submit 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. Submit a Paper Section 508 Text Only Pages SSRN Quick Links SSRN Solutions Research Paper Series Conference Papers Partners in Publishing Jobs & Announcements Special Topic Hubs SSRN Rankings Top Papers Top Authors Top Organizations About SSRN SSRN Objectives Network Directors Presidential Letter Announcements Contact us FAQs Copyright Terms and Conditions Privacy Policy We use cookies to help provide and enhance our service and tailor content. To learn more, visit Cookie Settings. This page was processed by aws-apollo-5dc in 0.140 seconds