Consumer footprints left on the Internet help advertisers show consumers relevant Web ads, which increase awareness and click-throughs. This “proof of concept” experiment illustrates how Internet behavior can identify relevant television commercials that increase ad-effectiveness by raising attention and ad exposure. Product involvement and prior brand exposure, however, complicate effective Internet-targeting. Ad relevance matters more for low-involvement products, which have a short pre-purchase search process. For the same reason, using Web browsing behavior to make inferences about current ad relevance is more accurate for low-involvement products. Prior brand exposure reduces information-value, even for relevant commercials, and therefore dampens ad relevance's effect on attention and ad exposure.
Using data from the 2015 China Household Financial Survey (CHFS) this paper examines the effect of culture on the gender gap in financial literacy. We exploit geographical differences in culture in China, comparing outcomes between rural and urban areas and between areas in the east and west (Shanghai and Chongqing). Using the Blinder-Oaxaca decomposition we show that, nationally, the gender gap in financial literacy is entirely the product of differences in the way men and women acquire financial literacy. It is a result consistent with cultural effects. When considering just women in Shanghai and Chongqing we observe a raw financial literacy differential of 13% (favoring Shanghai). This gap is also the product of differences in the way financial literacy is acquired. It provides additional evidence as to the importance of culture when it comes to understanding financial literacy.
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