Columbia: Marketing (Topic)最新文献

Ad Blocking 广告屏蔽

Columbia: Marketing (Topic) Pub Date : 2021-03-07 DOI: 10.2139/ssrn.3100524

Aleksandr Gritckevich, Z. Katona, M. Sarvary

{"title":"Ad Blocking","authors":"Aleksandr Gritckevich, Z. Katona, M. Sarvary","doi":"10.2139/ssrn.3100524","DOIUrl":"https://doi.org/10.2139/ssrn.3100524","url":null,"abstract":"In recent years, ad blocking has become a significant threat to advertising-supported content. Adblockers typically negotiate with publishers, allowing some ads to go through in return for a payment, a practice called (partial) whitelisting in the industry. Ad blocking has a direct positive effect on consumers by reducing advertising intensity. On the other hand, the practice clearly hurts publishers and reduces their incentives to invest in content quality. Lower content quality, in turn has an indirect negative effect on consumers. This paper builds an analytic model to explore the net impact of ad blocking on consumers, how it depends on various market characteristics, and how uniformly it affects consumers. The results show that under a broad set of market conditions, total consumer surplus and even total welfare decline under ad blocking. Whereas some consumers are always better off with an ad blocker, for the average consumer, the impact of quality decline is larger than that of ad reduction. The analysis highlights the detrimental role of ad blockers’ current revenue model—in which value is created for the consumers but it is captured from publishers—in decreasing quality, consumer surplus, and total welfare. Analyzing the impact of varying levels of negotiation power between the ad blocker and publisher reveals that full negotiation power is not preferred by the ad blocker. A lower negotiation power allows the ad blocker to commit to less value extraction from the publisher, thereby leading to higher content quality. Additional model extensions show that the main results are robust. In the case of multiple publishers with different levels of competition between them, the strong negative effect of ad blocking on quality holds. This paper was accepted by Juanjuan Zhang, marketing.","PeriodicalId":352562,"journal":{"name":"Columbia: Marketing (Topic)","volume":"210 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126093507","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 14

An Empirical Study of National vs. Local Pricing by Chain Stores under Competition 竞争条件下全国与地方连锁商店定价的实证研究

Columbia: Marketing (Topic) Pub Date : 2017-12-01 DOI: 10.2139/ssrn.2916519

Yang Li, Brett R. Gordon, O. Netzer

引用次数: 15

In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency 寻找经济人:认知噪音和情感在偏好一致性中的作用

Columbia: Marketing (Topic) Pub Date : 2009-08-01 DOI: 10.1086/597160

Leonard Lee, On Amir, D. Ariely

引用次数: 245

Measuring Consumer Risk-Return Tradeoffs 衡量消费者的风险回报权衡

Columbia: Marketing (Topic) Pub Date : 2006-01-04 DOI: 10.2139/ssrn.819065

D. Goldstein, Eric J. Johnson, W. Sharpe

引用次数: 14

On site: to opt-in or opt-out?: it depends on the question 网站:选择加入还是选择退出?这要看问题了

Columbia: Marketing (Topic) Pub Date : 2001-02-01 DOI: 10.1145/359205.359241

S. Bellman, Eric J. Johnson, Gerald L. Lohse

{"title":"On site: to opt-in or opt-out?: it depends on the question","authors":"S. Bellman, Eric J. Johnson, Gerald L. Lohse","doi":"10.1145/359205.359241","DOIUrl":"https://doi.org/10.1145/359205.359241","url":null,"abstract":"Permission marketing requires consumers' consent before a Web site can track them with cookies, or send them marketing email, or sell their data to another company. Yet a study conducted by Cyber Dialogue Inc. found that 69% of U.S. Internet users did not know they had given their consent to be included on email distribution lists. Using the right combination of question framing and default answer, an online organization can almost guarantee it will get the consent of nearly every visitor to its site. Although lists of people who have supposedly opted-in for permission marketing schemes are valuable sources of revenue for Web sites, high response rates alone do not mean these lists contain valuable customers. They systematically explored the influence of question framing and response defaults on consumers' apparent privacy preferences in two online experiments detailed. Participants in these experiments were members of the Wharton Virtual Test Market, an online panel of over 30,000 Internet users representative of the U.S. Internet population. Results of experiments highlight the need for all online consumers to pay close attention to what they agree to when they send responses to a Web site. If consumers had fixed policies about the privacy of their data, then asking them to opt-out or opt-in to a Web site's privacy policy would make no difference to their answer.","PeriodicalId":352562,"journal":{"name":"Columbia: Marketing (Topic)","volume":"517 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2001-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123103317","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 111

Predictors of online buying behavior 在线购买行为的预测者

Columbia: Marketing (Topic) Pub Date : 1999-12-01 DOI: 10.1145/322796.322805

S. Bellman, Gerald L. Lohse, Eric J. Johnson

引用次数: 980