Implicit (versus explicit) memory is introduced to examine advertising effects on brand choice. Whereas explicit memory is demonstrated by the conscious recollection of an event, implicit memory is inferred by an improvement in some task performance as the result of having experienced the event. This research shows that memory-based choice benefits from advertising that enhances conceptually dr...

Advertisers use online customer data to target their marketing appeals. This has heightened consumers’ privacy concerns, leading governments to pass laws designed to protect consumer privacy by restricting the use of data and by restricting online tracking techniques used by websites. We use the responses of 3.3 million survey-takers who had been randomly exposed to 9,596 online display (banner...

xperiments E show significant demobilizing and alienating effects of negative advertising. Although internally valid, experiments may have limited external validity. Aggregate and survey data offer two ways of providing external validation for experiments. We show that survey recall measures of advertising exposure suffer from problems of internal validity due to simultaneity and measurement er...

This paper investigates whether advertising has a beneficial or deleterious impact on the demand for magazine subscriptions. If consumers consider advertising a ‘bad,’ publishers must subsidize consumers through lower subscription prices or additional editorial content. If advertising is a ‘good,’ then consumers are willing to pay because it adds value to the magazine bundle. We employ data des...

Although information technology has transformed advertising dramatically in the past few years, the greatest changes may lie in the future. Researchers in Pervasive and Ubiquitous Computing have spent the last few years prototyping and studying context-aware systems. These systems use sensors on mobile phones and in the infrastructure to build digital models of the world. This technology has no...

We explore how the ability to target ads affects substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in “ambulance-chaser” regulations across states. When lawyers cannot contact clients by mail, making targeting customers offline harder, advertising prices per click...

Given the difficulties of properly estimating demand in the presence of advertising, advertising has often been omitted. This paper uses a Monte Carlo experiment of price-and-ad-setters to show that the omission of advertising can cause substantial biases in estimation, even in markets with relatively low ad-sales ratios and when advertising appears to be statistically insignificant. I then val...

Beer advertising is a topic that has frequently attracted the attention of industrial organization economists. This update reviews major events, data trends, and research for each of three issues: (1) the importance of advertising and product differentiation for structural change in the brewing industry; (2) the manner and extent to which brewers can strategically alter market shares using adve...