In the present study, we define product branding as the willingness of the average consumer to rely on the ability of the brand to perform its stated function (Chaudhuri and Holbrook, 2001). Both Doney and Cannon (1997) and Moorman et al. (1992) also stress that the notion of branding is only...

We study users' response to sponsored-search advertising using data from Microsoft's Live AdCenter distributed in the "Beyond Search" initiative. We estimate a structural model of utility maximizing users, which quantifies "user experience" based on their "revealed preferences," and predicts...

Price promotions increase sales, at least in the short term, but the effect of price promotions on consumers' product evaluations is not well understood. We focus on the market for mobile apps, a category where price variation, including discounting to a zero price is common. We ask how price...

How much does a single negative customer review impact online search and purchase behavior? To answer this question, the authors compare choices made by consumers searching for a product that had a negative review posted on its product-page with those made when the same review had “moved” to...

We describe online consumers’ search behavior for differentiated durable goods using a data set that captures a highly detailed level of consumer search and attribute information for digital cameras. Consumers search more extensively than commonly reported, engaging in 14 searches on average...

The recent stagnation of electronic commerce highlights the need to understand contemporary online consumer behavior. This study incorporates current user demographics and emerging Internet activities to dynamically model the determinants of two key measurements of recent online shopping, a...

Most Americans have not heard of 'Do Not Track,' a proposal to allow Internet users to exercise more control over online advertising. However, when probed, most prefer that Do Not Track block advertisers from collecting data about their online activities. This is a much more privacy-protective...