Advertising disclosures
Subtitle: measuring labeling alternatives in internet search engines
By: Benjamin Edelman, Duncan S. Gilcrist
Contributors: Gilchrist, Duncan S.; Harvard Business School
Edition: 2nd rev.
Series: Working paper / Harvard Business School -- 11-048; Working paper (Harvard Business School) -- 11-048.
Publisher: Harvard Business School
Published: 2011
Place of publication: [Boston]
Language: eng
Number of pages: 26
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.
Notes: "November 2010, revised January 2011, January 2012" -- Publisher's website.

Previously published as ""Sponsored links" or "advertisements"? : measuring labeling alternatives in internet search engines".

Includes bibliographical references.