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引用次数: 0
摘要
我们研究广告内容如何影响消费者的决策。为此,我们创建了一个模拟网上书店,模仿真实的网上购物体验。然后,我们进行了一项预先登记的、与激励机制兼容的实验,在实验中,我们随机地让书店访问者接触展示广告,并对广告接触和广告内容进行随机化处理。我们发现,广告内容对广告效果的形成起着重要作用。相对于不披露价格的广告,披露图书低价的广告会持续增加对广告图书的需求。与此相反,揭示图书类型的广告会诱使一些消费者搜索并购买该书,但也会导致另一些消费者在没有搜索的情况下拒绝该书。我们的研究表明,这种两极分化的反应会增加或减少广告图书的搜索和购买总量,这取决于倾向于所揭示类型的消费者所占的比例。我们的研究结果表明,广告商应谨慎选择在广告文案中揭示哪些产品属性。我们还发现,在广告中揭示产品属性并不会改变搜索总量。总之,我们的研究结果表明,广告内容的主要作用是影响消费者对广告图书的信念,而不是改变从搜索中感知到的利益:凯瑟琳-塔克(Catherine Tucker)担任本文的高级编辑:本文由亚马逊研究奖(Amazon Research Award)资助。所有作者保证,他们与任何组织或实体均无关联,也未参与任何组织或实体的活动,这些组织或实体在本手稿所讨论的主题或材料中拥有任何经济或非经济利益:在线附录和数据文件可在 https://doi.org/10.1287/mksc.2023.0138 上查阅。预注册文件可在 https://aspredicted.org/m3jm2.pdf 上获取。我们的公共数据储存库 https://github.com/ilyamorozov/adContent 包含数据、代码和书面教程,其中包含如何创建模拟在线商店的说明。
Where Does Advertising Content Lead You? We Created a Bookstore to Find Out
We study how advertising content influences consumers’ decisions. To this end, we create a simulated online bookstore that imitates a real online shopping experience. We then conduct a preregistered and incentive-compatible experiment in which we randomly expose store visitors to display ads, randomizing both advertising exposures and content. We find that ad content plays a major role in shaping advertising effects. Ads that reveal a book’s low price consistently increase demand for the advertised book relative to ads that do not reveal price. By contrast, ads that reveal the book’s genre induce some consumers to search and buy the book but lead others to reject it without search. We show these polarized responses can increase or decrease the total number of searches and purchases of the advertised book depending on the share of consumers who favor the revealed genre. Our findings suggest that advertisers should carefully choose which product attributes to reveal in their ad copies. We also show that revealing product attributes in ads does not change the total amount of search. Taken together, our results suggest the primary role of ad content is to affect consumers’ beliefs about the advertised book rather than to alter the perceived benefits from search.
History: Catherine Tucker served as the senior editor for this article.
Funding: This work was supported by Amazon Research Award. All authors certify that they have no affiliations with or involvement in an any organization or entity with any financial or non-financial interest in the subject matter or materials discussed in this manuscript.
Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mksc.2023.0138. The preregistration document is available at https://aspredicted.org/m3jm2.pdf. Our public data repository at https://github.com/ilyamorozov/adContent contains data, codes, and a written tutorial with instructions on how to create a simulated online store.
期刊介绍:
Marketing Science is a publication of the Institute for Operations Research and the Management Sciences (INFORMS) publication (SSCI indexed). We invite authors to submit for peer review their best marketing-oriented research. We accept many types of manuscripts. Please consider us as an author-friendly outlet for your research. We are THE premier journal focusing on empirical and theoretical quantitative research in marketing. Marketing Science promises to provide constructive, fair, and timely reviews with the goal of identifying the best submissions for publication. Topics covered in Marketing Science include the following: -Advertising- Buyer Behavior- Channels- Competitive Strategy- Forecasting- Marketing Research- New Product Development- Pricing and Promotions- Sales Force Management- Segmentation- Services Marketing- Targetability.