Firms spend billions of dollars each year advertising consumer products in order to influence demand. Much of these outlays are on the creative design of advertising content. Creative content often uses nuances of presentation and framing that have large effects on consumer decision making in...

This research aims to probe the influence of online game endorsement on adolescent involvement and game purchase intention. Involvement means the perceived importance and interest stimulate. The high involvement means consumers will spend more time considering and collecting data in order to...

Social advertising uses information about consumers' peers, including peer affiliations with a brand, product, organization, etc., to target ads and contextualize their display. This approach can increase ad efficacy for two main reasons: peers' affiliations reflect unobserved consumer...

This research aims to probe the influence of online game endorsement on adolescent involvement and game purchase intention. Involvement means the perceived importance and interest stimulate. The high involvement means consumers will spend more time considering and collecting data in order to...

Supply chains today routinely use third parties for many strategic activities, such as manufacturing, R&D, or software development. These activities often include relationship-specific investment on the part of the vendor, while final outcomes can be uncertain. Therefore, writing complete...

This paper investigates the impact of various motivational tactics - tangible or intangible and selfish or altruistic - on online referral rates, utilizing a unique dataset matching a large-scale survey with an online field experiment. The authors develop an economic model of referral and derive...

We examine how and why consumers engage in retributional acts directed towards brands that are perceived as harmful. Consumers are shown to lie, cheat, and steal as they attribute lower moral worth to harmful brands and this effect is shown to persist in the absence of any attributable brand...

The figure of the influencer is slowly getting recognized in marketing literature. The importance of their opinions, how they present them to their audience and the level of interaction that this exchange generates represents a powerful channel for organizations to communicate products'...

We randomize advertising content motivated by the psychology literature on sympathy generation and framing effects in mailings to about 185,000 prospective new donors in India. We find significant impact on the number of donors and amounts donated consistent with sympathy biases such as the...

Advertisers and researchers use tools provided by advertising platforms to conduct randomized experiments for testing user responses to creative elements in online ads. Internally valid comparisons between ads require the mix of experimental users exposed to each ad to be similar across all ads....