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...

Concurrent cognitive load has a devastating effect on consumer decision making. Implicit in the theorizing about cognitive load seems to be that this negative effect disappears when the load is removed. Three experiments explored whether cognitive load produces after-effects and showed that...

Timing and shopping stages are two critical factors when designing personalized mobile targeting. However, there is scant evidence demonstrating the business impact of app real-time targeting on customers’ subsequent shopping behaviors across different shopping stages. By conducting a novel...