The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique features of our data set that distinguish this paper from prior work are (1) the information on the a...

Rational choice when preferences are not required to be transitive and complete has been discussed in the literature for years. In this article transitivity and completeness of the preference relation is also not assumed. It will be shown that nevertheless the existence of a competitive equilibrium can be proven when those properties are replaced by a domination property which allows that there...

An evolutionary theoretical approach considers the adaptive function of behavior. This article discusses what it means to use an evolutionary approach to generate predictions, and discusses two specific evolutionarily informed theories that have uncovered novel insights into consumer behavior. First, the fundamental motives framework highlights the social challenges faced by our ancestors (e.g....