Attention, recall and purchase: Experimental evidence on online news and advertising

Andre Veiga () and Tommaso Valletti
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Andre Veiga: Imperial College London

No 20-15, Working Papers from NET Institute

Abstract: We conduct an experiment where 1,000 individuals read online news articles and are shown ads for branded goods next to those articles. Using eye-tracking technology, we measure the attention that each individual devotes to reading each article and viewing each ad. Then, respondents choose between cash or vouchers for branded goods. We find that attention is a predictor both of willingness-to-pay for brands, and for brand recall. We also give suggestive evidence of the main drivers of attention. These 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)
Pages: 35 pages
Date: 2020-10
New Economics Papers: this item is included in nep-dcm, nep-exp, nep-neu, nep-ore and nep-pay
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Related works:
Working Paper: Attention, Recall and Purchase: Experimental Evidence on Online News and Advertising (2021)
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Persistent link: https://EconPapers.repec.org/RePEc:net:wpaper:2015

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