Advertising disclosures
measuring labeling alternatives in internet search engines
2nd rev.
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Author
Contributions
- Gilchrist, Duncan S. - Contributor
- Harvard Business School - Contributor
Publication
2011 - Harvard Business School, Boston, Massachusetts
Language
English
Word Count
6,500 words, Guess
Page Count
26 pages
Identifiers
- OCLC Control Number776239154
- Open LibraryOL43838529M
Description
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.
Subjects
Series Statement
- Working paper / Harvard Business School -- 11-048
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