Social advertising uses information about consumers' peers, including peer affiliations with a brand, product … advertised entity. In the first experiment, we randomize the number of social cues present in word-of-mouth advertising, and …

We randomize advertising content motivated by the psychology literature on sympathy generation and framing effects in … most managerially and economically relevant when developing advertising content …

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online …

advertising. The experimental design overcomes limitations that have hindered previous investigations of this issue. Our study … uncovers dynamic advertising effects that have not been previously considered in the literature. We find that current … advertising does affect future sales but surprisingly, the affect is not always positive; for the firm's best customers the long …

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 … of advertising content as it compares in magnitude to the effect of price. We analyze a direct mail field experiment in …