Advertising disclosures: Measuring labeling alternatives in internet search engines

被引：14
作者：
Edelman, Benjamin [1 ]
Gilchrist, Duncan S. [1 ,2 ]
机构：
[1] Harvard Univ, Sch Business, Boston, MA 02163 USA
[2] Harvard Univ, Dept Econ, Cambridge, MA 02138 USA
来源：
INFORMATION ECONOMICS AND POLICY | 2012年 / 24卷 / 01期
关键词：
Internet advertising; Search engines; Disclosure; Regulation; Consumer protection; Survey methods; INFORMATION SUPPRESSION; SHROUDED ATTRIBUTES;
D O I：
10.1016/j.infoecopol.2012.01.003
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change "Sponsored links" or "Ads" labels to instead read "Paid Advertisements." Relative to users receiving the "Sponsored link" or "Ad" labels, users receiving the "Paid Advertisement" label click 25% and 27% fewer advertisements, respectively. Users seeing "Paid Advertisement" labels also correctly report that they click fewer advertisements, controlling for the number of advertisements they actually click. Results are most pronounced for commercial searches, and for vulnerable users with low education and little online experience. (C) 2012 Elsevier B.V. All rights reserved.
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页码：75 / 89
页数：15
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