Using a multi-year field experiment, we demonstrate several unique characteristics of advertising high-involvement products to businesses. Specifically, we randomize the delivery of digital display ads for electronics components produced by a semiconductor company that offers a new technology....

In collaboration with an online seller of home-improvement products, we conduct a large-scale randomized field experiment to study the effects of retargeted advertising – a form of internet advertising in which banner ads are displayed to users after they visit the advertiser's web site. We...

Response latencies provide information about consumers' choice behavior in a conjoint choice experiment. The authors use filtered response latencies to scale the covariance matrix of a multinomial probit model and show that this leads to better model fit and holdout predictions, even if the...