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Click behavior on neutral vs. action-oriented worded sponsored results

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A test and analysis of potential moderators - Claire Gauzente

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Click behavior on neutral vs. action-oriented worded sponsored results : A test and analysis of potential moderators C. Gauzente Sciences Po Rennes
Questions ,[object Object],[object Object],[object Object],[object Object]
Theoretical background ,[object Object],[object Object]
Theoretical background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The focus of this study is: ,[object Object],[object Object],[object Object],Wording Click behavior A(sl) Product involvement Behavioral control
Méthodologie ,[object Object],Exemples 2 nd rank (Sony) 1 st rank (Sony) Action-oriented wording Neutral wording Variables
Méthodologie ,[object Object],[object Object],[object Object],[object Object],[object Object]
Résultats ,[object Object]
Résultats (suite) ,[object Object],[object Object],[object Object]
Conclusion ,[object Object],[object Object],[object Object],[object Object]

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Click behavior on neutral vs. action-oriented worded sponsored results

  • 1. Click behavior on neutral vs. action-oriented worded sponsored results : A test and analysis of potential moderators C. Gauzente Sciences Po Rennes
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