10.9 Consumer Demand for Ads

Tuchman, Nair, and Gardete (2017)

Goldstein et al. (2014)

Wilbur (2016)

s

References

Goldstein, Daniel G., Siddharth Suri, R. Preston McAfee, Matthew Ekstrand-Abueg, and Fernando Diaz. 2014. “The Economic and Cognitive Costs of Annoying Display Advertisements.” Journal of Marketing Research 51 (6): 742–52. https://doi.org/10.1509/jmr.13.0439.

Tuchman, Anna E., Harikesh S. Nair, and Pedro M. Gardete. 2017. “Television Ad-Skipping, Consumption Complementarities and the Consumer Demand for Advertising.” Quantitative Marketing and Economics 16 (2): 111–74. https://doi.org/10.1007/s11129-017-9192-y.

Wilbur, Kenneth C. 2016. “Advertising Content and Television Advertising Avoidance.” Journal of Media Economics 29 (2): 51–72. https://doi.org/10.1080/08997764.2016.1170022.