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

Author

Listed:
  • Andre Veiga

    (Imperial College London)

  • Tommaso Valletti

    (Imperial College London)

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.

Suggested Citation

  • Andre Veiga & Tommaso Valletti, 2020. "Attention, recall and purchase: Experimental evidence on online news and advertising," Working Papers 20-15, NET Institute.
    • Handle: RePEc:net:wpaper:2015
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    2. Samuel Nocito & Marcello Sartarelli & Francesco Sobbrio, 2021. "A Beam of Light: Media, Tourism & Economic Development," CESifo Working Paper Series 9055, CESifo.

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    More about this item

    Keywords

    Online Advertising; Experiments; Attention; E-commerce; Targeting;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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