Working Papers

Trade-offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics across the Purchase Funnel

Vilma Todri, Anindya Ghose, and Param Vir Singh

Aug 22, 2019

Investigates the impact of display advertising on consumers’ purchase decisions; using a Hidden Markov Model, examines the structural dynamics of the advertising effects by allowing these effects to be contingent on the latent state of the purchase funnel in which each consumer resides.

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