Differential Privacy offers the online advertising industry new means to increase consumer privacy by obfuscating consumer data. While achieving the same privacy, these means decrease targeting accuracy differently, subsequently reducing advertisers’ willingness to pay (WTP) for targeted...

This study identifies the predictors of Indian consumers’ attitude-toward-advertising-in-general, using an inventory of 28 belief statements developed by Pollay and Mittal (1993). The population for the study comprised the general public from 7 North Indian States (Punjab, Jammu & Kashmir,...

In the world of changing business scenario, consumers interest towards protection of environment are raising dramatically and their consumption also getting change noticeably towards the protection of environment. It is evident from a study, In India around 25 percentages of the consumers prefer...

This paper examines the interrelated effects of perceived ad intrusiveness of rich media ads in online advertisements with respect to attitudes towards brands, online advertisement and the publisher’s website on young Indian travellers. Despite the widespread use of the term in marketing...

Marketers are currently focused on proper budget allocation to maximize ROI from online advertising. They use conversion attribution models assessing the impact of specific media channels (display, search engine ads, social media, etc.). Marketers use the data gathered from paid, owned, and...

Research on discrepancies between the actual self and ideal self has examined self-discrepancies in knowledge, skills and stature but age-based self-discrepancies have only recently received attention and so we studied this phenomenon in young adolescents. In three studies we identified a...

With the increase in the level of consumer awareness towards green products, “Green Marketing” has started gaining importance since 1970s but getting further momentum since last two decades. Many companies have added and/or modified their products and process in order to position themselves...

This paper examines the effects of direct-to-consumer advertising (DTCA) of prescription drugs on doctor choice of drug brands. Using antihistamines as an example, we show that DTCA has little effect on the choice of brand despite the massive DTCA expenditure incurred in this class. In contrast,...

In an online experiment, we measure users’ interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change “Sponsored links” or “Ads” labels...

Mobile phone advertisements, in the form of text messages (SMS), have been recognized as an important form of product promotion. The purpose of this paper is to investigate factors influencing the effectiveness of SMS advertising by using a hierarchy of effects approach. We employ a simulated...