Article ID: | iaor20116012 |
Volume: | 30 |
Issue: | 3 |
Start Page Number: | 389 |
End Page Number: | 404 |
Publication Date: | May 2011 |
Journal: | Marketing Science |
Authors: | Goldfarb Avi, Tucker Catherine |
Keywords: | internet |
We use data from a large‐scale field experiment to explore what influences the effectiveness of online advertising. We find that matching an ad to website content and increasing an ad's obtrusiveness independently increase purchase intent. However,