In this paper, we study two features of digital video ads on content-streaming platforms: length and skippability. Working with vdo.ai, we conduct a field experiment and randomly assign users to the Skippable/Long and Non-Skippable/Short versions of the same ad. We find that compared to the...

Platforms routinely deploy information notifications that influence consumer behavior. As an information design strategy, either the firm can be transparent and convey the true value of the notification to the user or the firm can obfuscate the notifications (especially for low value news item)....

Modern digital advertising platforms allow ads to be targeted in a variety of ways, and generally aim to match the ad being shown with either the user or the content being shown. In this study, we examine the effect of matching in emotional content of ads and the video on which the ad is shown...

India’s still-nascent e-commerce market is growing at lightning speed. While deep discounts lured the first online shoppers and fueled e-tailers’ initial momentum, the space’s rapid evolution is giving rise to consumers who expect more than just low prices. One of the next generation...

Shopping orientation intends to capture the shoppers' motivations, their desired shopping experiences, and the goals they seek when they shop. Previous research also found that shopping orientation influences consumer behaviors in terms of different preferences for information sources, store...

There are unlimited prospects in the Indian economy for high growth in the organized retail sector. The Indian organized retail industry has the competence to grow with the rising affluence of the Indian middle class due to their growing disposable income (CII- AT Kearney, 2006). The last decade...

Retailing as an industry is expanding in India by leaps every year creating new stores, novel store formats and hundreds of jobs. Amid closing of many stores of multi-brand retail chains, it is important to understand shoppers’ behavior at the leading chain Shoppers Stop. This study is...

Online rating systems can lead, on occasion, to reviews that are unfair or unrepresentative of the true quality provided. On the one hand, receiving an unfairly low rating once, might induce participants to exert more effort and receive a better rating the next time. On the other hand, it might...

India’s still-nascent e-commerce market is growing at lightning speed. While deep discounts lured the first online shoppers and fueled e-tailers’ initial momentum, the space’s rapid evolution is giving rise to consumers who expect more than just low prices. One of the next generation...