Modeling the Clickstream: Implications for
Web-Based Advertising Efforts
Patrali Chatterjee • Donna L.
Hoffman • Thomas P.
Novak
Rutgers Business School—Newark & New Brunswick, Rutgers University, Newark, New Jersey 07102-1897
Owen Graduate School of...
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Modeling the Clickstream: Implications for
Web-Based Advertising Efforts
Patrali Chatterjee • Donna L.
Hoffman • Thomas P.
Novak
Rutgers Business School—Newark & New Brunswick, Rutgers University, Newark, New Jersey 07102-1897
Owen Graduate School of Management, Vanderbilt University, Nashville, Tennessee 37203
Owen Graduate School of Management, Vanderbilt University, Nashville, Tennessee 37203
patrali@newark.
rutgers.
edu • donna.
hoffman@vanderbilt.
edu • tom.
novak@vanderbilt.
edu
In this paper, we develop an analytical approach to modeling consumer response to banner ad exposures at a sponsored content Web site that reveals significant heterogeneity in
(unobservable) click proneness across consumers.
The effect of repeated exposures to banner
ads is negative and nonlinear, and the differential effect of each successive ad exposure is
initially negative, though nonlinear, and levels off at higher levels of passive ad exposures.
Further, significant correlations between session an
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