nep-mkt New Economics Papers
on Marketing
Issue of 2020‒06‒22
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Investigating human visual behavior by hidden Markov models in the design of marketing information By Jerzy Grobelny; Rafal Michalski
  2. The Voice of Radio in the Battle for Equal Rights: Evidence from the U.S. South By Andrea Bernini

  1. By: Jerzy Grobelny; Rafal Michalski
    Abstract: The research demonstrates the use of hidden Markov models (HMMs) in analyzing fixation data recorded by an eye-tracker. The visual activity was registered while performing pairwise comparisons of simple marketing messages. The marketing information was presented in a form of digital leaflets appearing on a computer screen and differed in the components’ arrangement and graphical layout. Better variants were selected by clicking on them with a mouse. A simulation experiment was performed to determine best HMMs in terms of information criteria. Seven selected models were presented in detail, four of them graphically illustrated and thoroughly analyzed. The identified hidden states along with predicted transition and emission probabilities allowed for the description of possible subjects’ visual behavior. Hypotheses about relations between these strategies and marketing message design factors were also put forward and discussed.
    Keywords: Eye-tracking; Cognitive modeling; Visual presentation; Digital signage; Advertisement; Human factors; Ergonomics
    JEL: C00 D01 D03 D40 D81 D83 D87 D91 L15 L81 L82 L86 M31 M37
    Date: 2020–08–15
  2. By: Andrea Bernini
    Abstract: Although the 1960s race riots have gone down in history as America’s most violent and destructive ethnic civil disturbances, a single common factor able to explain their insurgence is yet to be found. Using a novel data set on the universe of radio stations airing black-appeal programming, the effect of media on riots is found to be sizable and statistically signiï¬ cant. A marginal increase in the signal reception from these stations is estimated to lead to a 7% and 15% rise in the mean levels of the likelihood and intensity of riots, respectively. Several mechanisms behind this result are considered, with the quantity, quality, and the length of exposure to radio programming all being decisive factors.
    Keywords: Minority Rights, Media, Conflict, Enfranchisement
    JEL: J15 N92 L82 D74
    Date: 2020–06–12

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