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Attention, Recall and Purchase: Experimental Evidence on Online News and Advertising

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  • Tommaso M. Valletti
  • André Veiga

Abstract

We conduct an experiment where subjects read online news articles and are shown ads for brands next to those articles. Using eye-tracking technology, we measure the attention that each individual devotes to each article and ad. Then, respondents choose between cash or vouchers for the brands advertised. Attention to ads is a predictor both of willingness-to-pay for brands, and brand recall. The main predictors of attention include the type of news and the match between individual political preferences and the media outlet.

Suggested Citation

  • Tommaso M. Valletti & André Veiga, 2021. "Attention, Recall and Purchase: Experimental Evidence on Online News and Advertising," CESifo Working Paper Series 8991, CESifo.
    • Handle: RePEc:ces:ceswps:_8991
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    Cited by:

    1. 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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