Chatterjee, Patrali; Hoffman, Donna L.; Novak, Thomas P. - In: Marketing Science 22 (2003) 4, pp. 520-541
In this paper, we develop an analytical approach to modeling consumer response to banner ad exposures at a sponsored content Web site that reveals significant heterogeneity in (unobservable) click proneness across consumers. The effect of repeated exposures to banner ads is negative and...