We develop a field experiment that assesses whether advertising can serve as a signal that enhances consumers …

experiment to study the effects of retargeted advertising – a form of internet advertising in which banner ads are displayed to … in four weeks. The impact of advertising decreases as the time since the consumer first visits the website increases. 33 …% of the effect of first week's advertising occurs on the very first day. Further, we also find clear evidence of the …

. 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 …

.3 million US users: one group of users saw the status quo, while the other saw a lower level of advertising (with prominence of … search ads decreased). Revealed preference data reject that users are, overall, averse to search advertising targeted to them … across a diverse set of searches. At the margin, users prefer the search engine with the higher level of advertising. On the …