3 papers
econ.GN2021
The Impact of Privacy Laws on Online User Behavior
Julia Schmitt, Klaus M. Miller, Bernd Skiera
Policymakers worldwide draft privacy laws that require trading-off between safeguarding consumer privacy and preventing economic loss to companies that use consumer data. However,…
cs.CY2020
How Much Ad Viewability is Enough? The Effect of Display Ad Viewability on Advertising Effectiveness
Christina Uhl, Nadia Abou Nabout, Klaus Miller
A large share of all online display advertisements (ads) are never seen by a human. For instance, an ad could appear below the page fold, where a user never scrolls. Yet, an ad is…
econ.GN2020
A De-biased Direct Question Approach to Measuring Consumers' Willingness to Pay
Reto Hofstetter, Klaus M. Miller, Harley Krohmer +1
Knowledge of consumers' willingness to pay (WTP) is a prerequisite to profitable price-setting. To gauge consumers' WTP, practitioners often rely on a direct single question approa…