Non-Informational Advertising Informing Consumers: How Advertising Affects Consumers’ Decision-Making in the U.S. Auto Insurance IndustrySep 10, 2019 Yi-Lin Tsai and Elisabeth Honka, 2019, 19-128
Whether, how, and how much consumers are influenced by advertising are crucial questions for marketing managers who spend millions and, in some cases, billions…
Trade-offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics across the Purchase FunnelAug 22, 2019 Vilma Todri, Anindya Ghose, and Param Vir Singh, 2019, 19-126-08
When do display-ad exposures cross the line from effective to irritating? It depends on where the consumer is in the purchase funnel - the threshold of annoyance for shoppers in the "interest" stage is two times higher than for those in the "awareness" stage. Other findings: it's important to diversify ad creatives - and to steer away from animated display ads.
The Impact of Device Used in Digital Paths on Deadline-Driven Purchase DecisionsAug 1, 2019 Meheli Basu, J. Jeffrey Inman, and Kirk Wakefield, 2019, 19-124-08
Based on three years of StubHub data, this study shows higher conversion rates for PC-only than for mobile-only consumer path. Device-switching spells trouble for purchase likelihood, but higher sales per transaction. One thing's for certain: as channels and devices evolve, marketing optimization is a moving target.
Not All Debt Is Created Equal: On the Mental Accounting of Debt FormsJun 26, 2019 Eesha Sharma, Stephanie Tully, and Cynthia Cryder, 2019, 19-121-06
Using real-world data and lab studies, researchers demonstrate that consumers are less likely to think of credit (versus loans) as "money to be repaid" rather than "money to be spent." These mental representations are consequential - they influence consumer willingness to incur debt and concerns about repaying.
Tuition Myopia: Myopic Focus on the Costs of Higher Education Induces Intertemporal TradeoffsJun 21, 2019 Haewon Yoon, Yang Yang, and Carey Morewedge, 2019, 19-120-06
Is calculating lifetime ROI the right way to think about the cost of a college education? Six studies show that financially-impatient consumers prefer low-cost, low-return colleges over high-cost, high-return colleges, thus failing to maximize their lifetime earnings. But changing the way financial information is presented may correct this "myopia."
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