A Rational Choice Theory Approach towards a Causal Model of Online Advertising Intrusiveness and irritation.
Scott McCoyAndrea EverardDennis F. GallettaGreg D. MoodyPublished in: ECIS (2012)
Keyphrases
- online advertising
- causal models
- causal reasoning
- user behavior
- causal discovery
- advertising campaigns
- structural model
- conditional independence
- behavioral targeting
- user experience
- physical systems
- causal inference
- display advertising
- decision making
- knowledge discovery
- causal relations
- long tail
- sponsored search
- directed acyclic graph
- bounded rationality
- structural equation models
- web search