Where Does Advertising Content Lead You? We Created a Bookstore to Find Out

We conduct an experiment in a simulated online bookstore to study how consumers respond to display ads with varied content.

• 저널Marketing Science · 43(5) · 986–1001
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2023.0138
• 저자Ilya Morozov, Anna Tuchman