Chiong, Khai
[Verfasser:in]
;
Shum, Matthew
[Sonstige Person, Familie und Körperschaft];
Webb, Ryan
[Sonstige Person, Familie und Körperschaft];
Chen, Richard
[Sonstige Person, Familie und Körperschaft]
Anmerkungen:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments September 16, 2020 erstellt
Beschreibung:
Endogenous response time data is increasingly becoming available to applied researchers of economic choices. The drift-diffusion model (DDM) was originally developed to jointly explain subjects' choices and response times in laboratory experiments. Here, we adapt the DDM to a field setting to model users' responses to video advertisements on mobile devices. Our estimates of utility correlate positively with out-of-sample measures of ad engagement, thus providing external validation of the value of incorporating endogenous response time information into a choice model. Counterfactual simulations predict that making an ad “non-skippable” would lead to only modest increases in click-through rates and revenue