Newspaper Reports and Consumer Choice: Evidence from the Do Not Call Registry
Despite annual expenditures on public relations exceeding $19.42 billion, U.S. businesses lack practical guidance about the effectiveness of publicity in mass media. Here, we assemble a rich and novel data set to gauge the impact of news reports on consumer sign-ups with the U.S. Do Not Call (DNC) Registry. Using multiple identification strategies, we found robust evidence that news reports increased consumer registrations. Specifically, a 1% increase in the number of news reports increased DNC registrations by 0.018%. The impact increased with mention of the toll-free telephone number and URL, but decreased with the length of the headline and main text. Furthermore, we found evidence that reports affect behavior through persuasion as well as information--the impact on registration was higher for reports that mentioned the number of other people registering. Finally, the impact of news reports on consumer registration was stronger in national than local newspapers and in politically neutral and Democrat than Republican newspapers. This paper was accepted by Pradeep Chintagunta and Preyas Desai, special issue editors. This paper was accepted by Pradeep Chintagunta and Preyas Desai, special issue editors.
Volume (Year): 57 (2011)
Issue (Month): 9 (February)
|Contact details of provider:|| Postal: 7240 Parkway Drive, Suite 300, Hanover, MD 21076 USA|
Web page: http://www.informs.org/
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Karel-Jan Alsem & Steven Brakman & Lex Hoogduin & Gerard Kuper, 2004.
"The Impact of Newspapers on Consumer Confidence: Does Spin Bias Exist?,"
DNB Working Papers
011, Netherlands Central Bank, Research Department.
- Karel Jan Alsem & Steven Brakman & Lex Hoogduin & Gerard Kuper, 2008. "The impact of newspapers on consumer confidence: does spin bias exist?," Applied Economics, Taylor & Francis Journals, vol. 40(5), pages 531-539.
- Alsem, Karel-Jan & Brakman, Steven & Hoogduin, Lex & Kuper, Gerard, 2004. "The impact of newspapers on consumer confidence: does spin bias exist?," CCSO Working Papers 200410, University of Groningen, CCSO Centre for Economic Research.
- Karel-Jan Alsem & Steven Brakman & Lex Hoogduin & Gerard Kuper, 2004. "The Impact of Newspapers on Consumer Confidence: Does Spin Bias Exist?," CESifo Working Paper Series 1328, CESifo Group Munich.
- J. A. Hausman & W. E. Taylor, 1980.
"Panel Data and Unobservable Individual Effects,"
255, Massachusetts Institute of Technology (MIT), Department of Economics.
- Hausman, Jerry A. & Taylor, William E., 1981. "Panel data and unobservable individual effects," Journal of Econometrics, Elsevier, vol. 16(1), pages 155-155, May.
- Hausman, Jerry A & Taylor, William E, 1981. "Panel Data and Unobservable Individual Effects," Econometrica, Econometric Society, vol. 49(6), pages 1377-98, November.
- David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
- Matthew Gentzkow & Jesse M. Shapiro, 2008. "Competition and Truth in the Market for News," Journal of Economic Perspectives, American Economic Association, vol. 22(2), pages 133-154, Spring.
- Stefano DellaVigna & Ethan Kaplan, 2007.
"The Fox News Effect: Media Bias and Voting,"
The Quarterly Journal of Economics,
Oxford University Press, vol. 122(3), pages 1187-1234.
- Stefano DellaVigna & Ethan Kaplan, 2006. "The Fox News Effect: Media Bias and Voting," NBER Working Papers 12169, National Bureau of Economic Research, Inc.
- DellaVigna, Stefano & Kaplan, Ethan, 2006. "The Fox News Effect: Media Bias and Voting," Seminar Papers 748, Stockholm University, Institute for International Economic Studies.
- Hongbin Cai & Yuyu Chen & Hanming Fang, 2009.
"Observational Learning: Evidence from a Randomized Natural Field Experiment,"
American Economic Review,
American Economic Association, vol. 99(3), pages 864-82, June.
- Hongbin Cai & Yuyu Chen & Hanming Fang, 2007. "Observational Learning: Evidence from a Randomized Natural Field Experiment," NBER Working Papers 13516, National Bureau of Economic Research, Inc.
- Gerber, Alan & Karlan, Dean & Bergan, Daniel, 2006.
"Does The Media Matter? A Field Experiment Measuring the Effect of Newspapers on Voting Behavior and Political Opinions,"
12, Yale University, Department of Economics.
- Alan S. Gerber & Dean Karlan & Daniel Bergan, 2009. "Does the Media Matter? A Field Experiment Measuring the Effect of Newspapers on Voting Behavior and Political Opinions," American Economic Journal: Applied Economics, American Economic Association, vol. 1(2), pages 35-52, April.
- Alan Gerber & Daniel Bergan & Dean Karlan, 2009. "Does the media matter? A field experiment measuring the effect of newspapers on voting behavior and political opinions," Natural Field Experiments 00252, The Field Experiments Website.
- Yi Xiang & Miklos Sarvary, 2007. "News Consumption and Media Bias," Marketing Science, INFORMS, vol. 26(5), pages 611-628, 09-10.
- David Godes & Dina Mayzlin, 2009. "Firm-Created Word-of-Mouth Communication: Evidence from a Field Test," Marketing Science, INFORMS, vol. 28(4), pages 721-739, 07-08.
- S.S. Vickner, 2004. "Media Coverage of Biotech Foods and Influence on Consumer Choice," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(5), pages 1238-1246.
- Sushil Bikhchandani & David Hirshleifer & Ivo Welch, 1998. "Learning from the Behavior of Others: Conformity, Fads, and Informational Cascades," Journal of Economic Perspectives, American Economic Association, vol. 12(3), pages 151-170, Summer.
- Pradeep K. Chintagunta & Shyam Gopinath & Sriram Venkataraman, 2010. "The Effects of Online User Reviews on Movie Box Office Performance: Accounting for Sequential Rollout and Aggregation Across Local Markets," Marketing Science, INFORMS, vol. 29(5), pages 944-957, 09-10.
- Philip H. Brown & Jessica H. Minty, 2008. "Media Coverage and Charitable Giving after the 2004 Tsunami," Southern Economic Journal, Southern Economic Association, vol. 75(1), pages 9-25, July.
When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:57:y:2011:i:9:p:1640-1654. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.