Using WTA methodologies to estimate the acceptability of online advertising

Last registered on July 31, 2023

View Trial History

Pre-Trial

Trial Information

General Information

Title

Using WTA methodologies to estimate the acceptability of online advertising

RCT ID

AEARCTR-0010911

Initial registration date

February 19, 2023

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published

February 21, 2023, 10:33 AM EST

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Last updated

July 31, 2023, 7:31 PM EDT

Last updated is the most recent time when changes to the trial's registration were published.

Locations

Country

United States of America

Region

Primary Investigator

Name

Fengyang Lin

Affiliation

Cornell University

Contact Primary Investigator

Other Primary Investigator(s)

PI Name

Cristobal Cheyre

PI Affiliation

Cornell University

Contact Investigator

PI Name

Alessandro Acquisti

PI Affiliation

Carnegie Mellon University

Contact Investigator

Additional Trial Information

Status

In development

Start date

2023-02-25

End date

2023-09-30

Keywords

Behavior, Other, Welfare

Additional Keywords

JEL code(s)

L86, M37

Secondary IDs

Prior work

This trial does not extend or rely on any prior RCTs.

Abstract

The purpose of this study is to understand the motivations of internet users to install (or not to install) ad-blocker applications, and how the presence or absence of such applications influences their attitudes towards online advertising, valuation of online experiences, and subjective satisfaction with online purchases and personal well-being.

External Link(s)

Registration Citation

Citation

Acquisti, Alessandro, Cristobal Cheyre and Fengyang Lin. 2023. "Using WTA methodologies to estimate the acceptability of online advertising." AEA RCT Registry. July 31. https://doi.org/10.1257/rct.10911-2.0

Sponsors & Partners

Experimental Details

Interventions

Intervention(s)

We will ask eligible ad-blocker users to uninstall their ad-blocker for 4 weeks, and non-users to install an ad-blocker for 4 weeks.

Intervention Start Date

2023-02-25

Intervention End Date

2023-09-30

Primary Outcomes

Primary Outcomes (end points)

1. willingness to accept to install/uninstall Ad-Blocker for 4 weeks
2. attitudes towards online advertising, valuation of online experiences, and subjective satisfaction with online purchases and personal well-being

Primary Outcomes (explanation)

See the analysis plan for more information.

Secondary Outcomes

Secondary Outcomes (end points)

Secondary Outcomes (explanation)

Experimental Design

We describe the study in fields that will not become public until after the experiment is over.

Experimental Design Details

It consists of a 4 weeks long field experiment in which ad-blocker users and non-users will be: 1) Asked for the minimum amount of money they would request to uninstall (in the case of users) or install (in the case of non-users) and ad-blocking tool) using an incentive compatible mechanism, 2) Invited to uninstall in the case of users, or install in the case of non-users, and ad-blocking tool in exchange of a payment, 3) Asked to fill a questionnaire (at the beginning and at the end of the 4 weeks-period) about their opinions about online advertising, ad-blocking tools, online experiences and subjective satisfaction with online purchases and personal well being, 4) Asked to fill a short weekly survey about online experiences and purchases while participating in the experiment, 4) At the end of the 4 weeks period participants will be asked again for the minimum amount the would request to keep the ad-blocker uninstalled (for those we asked to uninstall) or installed (for those we asked to install) using an incentive compatible method and 5) After 2 weeks participants finish their participation in the experiment, they will be asked if they still have the ad-blocking toll install or uninstalled, and why.

Randomization Method

Randomization will be done by a computer.

Randomization Unit

individual

Was the treatment clustered?

Experiment Characteristics

Sample size: planned number of clusters

300-400 individuals

Sample size: planned number of observations

300-400 individuals

Sample size (or number of clusters) by treatment arms

We plan to have 75-100 individuals in each of the user treatment group, user control group, non-user treatment group, non-user control group. See the analysis plan for more information.

Minimum detectable effect size for main outcomes (accounting for sample design and clustering)

Supporting Documents and Materials

IRB