Combining Choices and Response Times in the Field: A Drift‑Diffusion Model of Mobile Advertisements
Feb 1, 2024·,,,·
1 min read
Khai Chiong
Matt Shum
Ryan Webb
Richard Chen
Abstract
We integrate choices and response times using a drift‑diffusion model to analyze consumer reactions to mobile advertisements. The framework simultaneously estimates preferences and the speed of decision processing.
Type
Publication
Management Science, Volume 70, No. 2, February 2024
The authors apply the drift‑diffusion model, a staple of neuroeconomics, to field data from mobile advertising. By jointly modeling consumer choices and the time taken to make those choices, they shed light on underlying cognitive processes and the effectiveness of mobile ad campaigns.