Writing More Compelling Creative Appeals : A Deep Learning-Based Approach
We present a deep learning algorithm to provide personalized feedback on creative appeals, written content intended to persuade readers to undertake some action. Such appeals are widespread in mark…
The Good-on-Paper Effect : How the Decision Context Influences Virtuous Behavior
In a series of 10 studies, we find that people are more likely to make virtuous decisions on paper than on a digital device because they perceive choices on paper as more real (i.e., tangible, actu…
Strategic Communication Before Price Haggling : A Tale of Two Orientations
Sellers may display unreasonably high prices (in high-cost oriented contexts) that are never accepted or would surely be discounted through bilateral bargaining. Conversely, general or vague prices…
Identifying Food Labeling Effects on Consumer Behavior
We examine a large-scale mandatory food labeling regulation to identify its effects on consumer behavior. We take advantage of exogenous variation in product-labeling status from the gradual and as…
Intertemporal Price Discrimination in Sequential Quantity-Price Games
This paper develops an oligopoly model in which firms first choose capacity and then compete in prices in a series of advance-purchase markets. We show that the existence of multiple sales opportun…
The Market for Fake Reviews
We study the market for fake product reviews on Amazon.com. Reviews are purchased in large private groups on Facebook and other sites. We hand-collect data on these markets and then collect a panel…
How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict …
New technology measures TV viewer tuning, presence, and attention, enabling the first distinctions between TV ad viewability and actual ad viewing. We compare new and traditional viewing metrics to…
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