자료유형  

 학위논문

Control Number  

0016931713

International Standard Book Number  

9798379704261

Dewey Decimal Classification Number  

005

Main Entry-Personal Name  

Ichiba, Sota.

Publication, Distribution, etc. (Imprint  

[S.l.] : The University of Chicago., 2023

Publication, Distribution, etc. (Imprint  

Ann Arbor : ProQuest Dissertations & Theses, 2023

Physical Description  

1 online resource(75 p.)

General Note  

Source: Dissertations Abstracts International, Volume: 84-12, Section: A.

General Note  

Advisor: Imas, Alex.

Dissertation Note  

Thesis (Ph.D.)--The University of Chicago, 2023.

Restrictions on Access Note  

This item must not be sold to any third party vendors.

Restrictions on Access Note  

This item must not be added to any third party search indexes.

Summary, Etc.  

요약Despite being often discussed both in practice and academic circles, the effect remains empirically elusive. Our model based on reference point dependence suggests that the traditional way of testing it - by assigning discounts - may not produce the desired effect. Instead, we evaluate the effect across the gain-loss divide by randomizing the price (low, medium, or high) of a ticket to enter a real-effort task and observing its effect on playtime. Despite a strong intervention - we varied the sunk cost by $2 for a 14-minute task - and the sample size of N=1,806, we find only a small effect (0.09 SD or 1.1 minutes). Additionally, we explore the importance of sunk cost in a field experiment on YouTube in which we randomize whether the time until a pre-video ad becomes skippable is shortened (0 s), default (5 s), or extended (10 s). We report two results. First, the impact of the sunk time intervention on video engagement (time spent after the ad segment concludes) is insignificant. Second, we uncover a significant negative effect on the extensive margin - more users left before the video started in the extended treatment (5.3 pp. difference relative to the shortened treatment). Taking the results of both studies together, we offer a cautionary tale that applying even the most intuitive behavioral effects in policy settings might prove challenging.

Subject Added Entry-Topical Term  

Web studies.

Index Term-Uncontrolled  

Behavioral economics

Index Term-Uncontrolled  

Experimental economics

Index Term-Uncontrolled  

YouTube

Index Term-Uncontrolled  

Video

Index Term-Uncontrolled  

Playtime

Added Entry-Corporate Name  

The University of Chicago Economics

Host Item Entry  

Dissertations Abstracts International. 84-12A.

Host Item Entry  

Dissertation Abstract International

Electronic Location and Access  

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Control Number  

joongbu:643046