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

Tommaso Valletti and André Veiga

No 8991, CESifo Working Paper Series from CESifo

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.

Keywords: online-advertising; experiments; attention; e-commerce; targeting (search for similar items in EconPapers)
JEL-codes: C91 L86 M37 (search for similar items in EconPapers)
Date: 2021
New Economics Papers: this item is included in nep-dcm, nep-exp, nep-neu, nep-ore, nep-pay and nep-upt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Working Paper: Attention, recall and purchase: Experimental evidence on online news and advertising (2020)
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