Sales Effects of Attention to Feature Advertisements : A Bayesian Mediation Analysis (Record no. 31030)

MARC details
000 -LEADER
fixed length control field 02218pab a2200205 454500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140923b0 xxu||||| |||| 00| 0 eng d
040 ## - CATALOGING SOURCE
Transcribing agency Welingkar Institute of Management Development & Research, Mumbai
Original cataloging agency Welingkar Institute of Management Development & Research, Mumbai
041 ## - LANGUAGE CODE
Language code of text/sound track or separate title ENG
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number
Item number Zha
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Zhang Jie
245 ## - TITLE STATEMENT
Title Sales Effects of Attention to Feature Advertisements : A Bayesian Mediation Analysis
250 ## - EDITION STATEMENT
Edition statement 5
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc.
Name of publisher, distributor, etc. Oct 2009
Date of publication, distribution, etc. 0
300 ## - PHYSICAL DESCRIPTION
Extent 669-681 Pp.
490 ## - SERIES STATEMENT
Volume/sequential designation XLVI
520 ## - SUMMARY, ETC.
Summary, etc. There is much evidence that the presence of a feature advertisement can increase the sales and market share of the featured product. However, little is known about how feature ad characteristics (e.g., size, color, and location of the advertisement) affect the sales outcomes and how the effects take place. Prior research has predicted that feature advertisements lead to behavioral outcomes through their effect on consumers' attention. Building on this idea, the authors propose a Bayesian statistical model to study how feature ad characteristics affect sales of the featured products and the mediating role of attention in these relationships. They use data from eye-tracking tests of feature advertisements, aggregated and matched with sales data at the level of the feature advertisement. Their approach accounts for endogeneity in the key variables involved and overcomes limitations of standard mediation analyses. They show that the gaze duration on a feature advertisement affects sales of the featured product beyond the mere presence of the advertisement and that a standard mediation analysis that does not accommodate endogeneity produces biased estimates of the effects of feature ad characteristics on sales. Their proposed methodology is widely applicable to mediation analyses. The findings imply that attention data collected in lab tests can help marketers compare the relative sales outcomes of different feature ad designs and improve the effectiveness and efficiency of feature adverting decisions.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Visual Marketing, Feature Products, Market Size
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="http://192.168.6.13/libsuite/mm_files/Articles/AR11235.pdf">http://192.168.6.13/libsuite/mm_files/Articles/AR11235.pdf</a>
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN)
a 33697
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Cost, replacement price Price effective from Koha item type
        Main Library Main Library 16/01/2010 0.00   Zha AR11235 23/09/2014 0.00 23/09/2014 Articles

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