Advertising disclosures: Measuring labeling alternatives in internet search engines

被引：13

作者：

Edelman, Benjamin ^{[1
]}

Gilchrist, Duncan S. ^{[1
,2
]}

机构：

[1] Harvard Univ, Sch Business, Boston, MA 02163 USA

[2] Harvard Univ, Dept Econ, Cambridge, MA 02138 USA

来源：

INFORMATION ECONOMICS AND POLICY | 2012年 / 24卷 / 01期

关键词：

Internet advertising; Search engines; Disclosure; Regulation; Consumer protection; Survey methods; INFORMATION SUPPRESSION; SHROUDED ATTRIBUTES;

D O I：

10.1016/j.infoecopol.2012.01.003

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change "Sponsored links" or "Ads" labels to instead read "Paid Advertisements." Relative to users receiving the "Sponsored link" or "Ad" labels, users receiving the "Paid Advertisement" label click 25% and 27% fewer advertisements, respectively. Users seeing "Paid Advertisement" labels also correctly report that they click fewer advertisements, controlling for the number of advertisements they actually click. Results are most pronounced for commercial searches, and for vulnerable users with low education and little online experience. (C) 2012 Elsevier B.V. All rights reserved.

引用

页码：75 / 89

页数：15

共 50 条

[1] The design of advertising text keyword recommendation for internet search engines
Wang, Fang
Yu, Liuying
SYSTEMS AND SOFT COMPUTING, 2024, 6
[2] Advertising and search engines. A model of leadership in search advertising
Etro, Federico
RESEARCH IN ECONOMICS, 2013, 67 (01) : 25 - 38
[3] Technology Licensing by Advertising Supported Media Platforms: An Application to Internet Search Engines
Sapi, Geza
Suleymanova, Irina
B E JOURNAL OF ECONOMIC ANALYSIS & POLICY, 2011, 11 (01):
[4] Internet search engines
Orchanian-Cheff, Ani
AUSTRALIAN FAMILY PHYSICIAN, 2008, 37 (1-2) : 6 - 6
[5] Search engines on the internet
J. He
Experimental Techniques, 1998, 22 : 34 - 38
[6] Search engines and advertising: an unholy alliance?
Laursen, JV
ONLINE INFORMATION '97, PROCEEDINGS, 1997, : 271 - 275
[7] Search Advertising: Budget Allocation Across Search Engines
Zia, Mohammad
Rao, Ram C.
MARKETING SCIENCE, 2019, 38 (06) : 1023 - 1037
[8] The mathematics of internet search engines
Andersson, Fredrik K.
Silvestrov, Sergei D.
ACTA APPLICANDAE MATHEMATICAE, 2008, 104 (02) : 211 - 242
[9] The Mathematics of Internet Search Engines
Fredrik K. Andersson
Sergei D. Silvestrov
Acta Applicandae Mathematicae, 2008, 104 : 211 - 242
[10] Comparing Internet search engines
Kingoff, A
COMPUTER, 1997, 30 (04) : 117 - 118

← 1 2 3 4 5 →