In this paper, we develop an analytical approach to modeling consumer response to banner ad exposures at a sponsored content Web site that reveals significant heterogeneity in (unobservable) click proneness across consumers. The effect of repeated exposures to banner ads is negative and...

Online advertisers change banner ad executions to overcome negative returns from repetition, improve clickrates and communication outcomes. We investigate the effect of level of repetition to banner ads, same and varying ad executions and consumer navigation orientation on behavioral response...

Purpose - This research examines the role of consumer shopping orientations on consumer‘s channel choice, cross-channel shopping behavior, and shopping outcomes.Design/Methodology/Approach - Using multiple sources of data including surveys of store, web, and cross-channel shoppers and their...