Doctoral Dissertation Research in Economics: Limited Consideration and Positive Spillovers in Advertising

最近的研究已经确定了广告的积极溢出效应;一种产品的广告增加了另一种产品的消费。 拟议的研究项目将使用实验室实验来研究一种具有积极溢出效应的广告新模式，旨在了解这种溢出效应是否有益。这个模型通过弥合广告经济学、有限注意力的影响和网络分析三个独立和不同的文献机构之间的差距，改进了现有的工作。实验的目的是更好地理解：（1）使广告对社会是浪费还是有用的条件，以及（2）一个消息灵通的政策制定者是否可以减少对社会浪费的广告或利用对社会有益的广告。研究结果将为美国企业如何最好地投资广告资源提供指导。调查结果还将为促进可能相互关联的不同政府政策提供重要投入。 该奖项将资助研究生论文研究，从而有助于美国研究资本的发展和经济学研究的全球领导地位。 这个项目包括实验设计，以测试有效性和广告的一种新模式的经验意义。拟议的实验将分两个阶段进行：一个在线调查，这将是用来引起一组慈善组织和实验室实验中，广告的效果将通过激励选择，以实验不同的广告刺激测量感知的产品网络。这些项目将按顺序完成，在线调查的结果将为实验室实验治疗的参数化提供信息。 这项研究将回答两个问题：（一）在何种程度上可以与产品网络的广告模型解释慈善组织的广告活动的反应？(ii)面对类似的产品网络，慈善组织如何在存在溢出效应的情况下最佳地规划广告活动？ 该研究项目的结果可以帮助慈善组织、企业和政府在网络效应存在的情况下规划和执行有效的广告活动。 这些成功的广告活动将带来更好的业务表现，从而促进美国的经济增长。该奖项反映了NSF的法定使命，并通过使用基金会的知识价值和更广泛的影响审查标准进行评估，被认为值得支持。

Recent studies have identified positive spillovers in advertising; a process where advertising for one product increases consumption of another product. The proposed research project will use laboratory experiments to study a new model of advertising with positive spillovers that is designed to understand whether such spillovers are beneficial. This model improves on existing work by bridging the gap between three separate and different bodies of literature in the economics of advertising, the effects of limited attention, and of network analysis. The aim of the experiments is to better understand: (1) conditions that make advertising socially wasteful or useful and (2) whether a well-informed policy maker can reduce socially wasteful advertising or take advantage of socially beneficial advertising. The research results will provide a guide to US businesses on how best to invest their advertising resources. The results will also provide important inputs into the promotion of different government policies that may be related to each other. This award will fund a graduate dissertation research, hence contribute to the development of US research capital and global leadership in economics research. This project consists of experiments designed to test the validity and empirical implications of a novel model of advertising. The proposed experiments will be conducted in two stages: An Online Survey which will be used to elicit a perceived product network on a set of charitable organizations and a laboratory experiment in which the effects of advertising will be measured through incentivized choice in response to experimentally varied advertising stimuli. These projects will be completed sequentially, with the results of the online survey informing the parameterization of the laboratory experimental treatments. The study will answer two questions: (i) to what extent can the model of advertising with product networks explain responses to advertising campaigns by charitable organizations? (ii) how can charitable organizations, facing similar product networks, optimally plan advertising campaigns in the presence of spillovers? The results of the research project can help charitable organizations, businesses, and governments plan and execute efficient advertising campaigns in the presence of network effects. These successful advertising campaigns will lead to better business performance, hence increase economic growth in the US.This award reflects NSF's statutory mission and has been deemed worthy of support through evaluation using the Foundation's intellectual merit and broader impacts review criteria.