caa a22 4500 606223304 CHVBK 20210128101137.0 cr unu---uuuuu 210128e20150901xx s 000 0 eng 10.1007/s11129-015-9159-9 doi (NATIONALLICENCE)springer-10.1007/s11129-015-9159-9 Sahni Navdeep Graduate School of Business, Stanford University, Stanford, CA, USA aut Effect of temporal spacing between advertising exposures: Evidence from online field experiments [Elektronische Daten] [Navdeep Sahni] This paper aims to understand the impact of temporal spacing between ad exposures on the likelihood of a consumer purchasing the advertised product. I create an individual-level data set with exogenous variation in ad exposure and its spacing by running online field experiments. Using this data set, I first show that (1) ads significantly increase the likelihood of the consumers purchasing from the advertiser and (2) this increase carries over to future purchase occasions. Importantly, I also find evidence for the spacing effect: the likelihood of a product's purchase increases if it's ads are spread apart rather than bunched together, even if spreading apart involves shifting some ads away from the purchase occasion. Accounting for the spacing effect is important to detect the effects of repeated advertising. Because the traditional models of advertising do not explain the data patterns, I build a new memory-based model of how advertising influences consumer behavior. Using a nested test, I reject the restrictions imposed by the canonical goodwill stock model (Nerlove and Arrow, Economica, 29(114):129-142, 1962), in favor of the memory-based model I propose. Additionally, I use the estimated parameters to simulate counterfactual scenarios and show that the advertisers' profits might be lower if the features of the memory model are not accounted for. Springer Science+Business Media New York, 2015 Advertising nationallicence Search advertising nationallicence Spacing effect nationallicence Temporal spacing nationallicence Repeated advertising nationallicence ACT-R model nationallicence Cognitive psychology nationallicence Memory-based model nationallicence Long-term effects of ads nationallicence Carryover effects nationallicence Goodwill model nationallicence Advertising frequency nationallicence Memory model nationallicence Online advertising nationallicence Internet advertising nationallicence Randomized experiments nationallicence Randomized field experiments nationallicence Field experiments nationallicence Quantitative Marketing and Economics Springer US; http://www.springer-ny.com 13/3(2015-09-01), 203-247 1570-7156 13:3<203 2015 13 11129 https://doi.org/10.1007/s11129-015-9159-9 text/html Onlinezugriff via DOI BK010053 XK010053 XK010000 Metadata rights reserved Springer special CC-BY-NC licence nationallicence 1 research-article jats NATIONALLICENCE NATIONALLICENCE NL-springer NATIONALLICENCE 856 40 https://doi.org/10.1007/s11129-015-9159-9 text/html Onlinezugriff via DOI NATIONALLICENCE 100 1- Sahni Navdeep Graduate School of Business, Stanford University, Stanford, CA, USA aut NATIONALLICENCE 773 0- Quantitative Marketing and Economics Springer US; http://www.springer-ny.com 13/3(2015-09-01), 203-247 1570-7156 13:3<203 2015 13 11129