Three studies demonstrate that the framing of redemption windows as expansive or restrictive, while keeping the actual length of the window constant, influences consumers' evaluations of sales promotions. When feasibility concerns are highlighted (e.g., in an implemental mindset), consumers...

Since time immemorial, subliminal advertisement has continued to haunt the society and especially after James Vicary's experiment at New Jersey, it reached a new height. Since then, there has been much argument about whether this can be an efficient technique of marketing communications. Decades...

We employ experimental economics techniques to gain insight into the factors that affect consumer susceptibility to fraudulent advertising. We asked participants to rate the credibility of a series of mock-ups of plausible and implausible print advertisements that we designed. We then measured a...

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...

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...

We conduct an experiment in which subjects read online news articles and are shown ads for brands next to these articles. Using eye-tracking technology, we measure the attention that each individual pays to each article and ad. Then, respondents choose between cash or vouchers for the brands...