@inproceedings{3cec7ca9e8b14fbcb83478c973ec504a,
title = "Ad Aversion and In-App Purchases",
abstract = "Freemium apps often feature reward ads, enabling users to access premium content in exchange for voluntarily viewing ads. Although users differ widely in their ad aversion, app publishers have a limited understanding of how this aversion affects simultaneous decisions to view reward ads and make in-app purchases. This study analyzes granular user data from a mobile game app, revealing a U-shaped relationship between users' ad aversion and in-app purchases: Users with both high and low levels of ad aversion make more in-app purchases than those with moderate aversion. These findings highlight the importance of identifying and leveraging the user-level heterogeneity in ad aversion in app publishers' monetization strategies and suggest directions for future research.",
keywords = "Ad aversion, freemium, in-app purchase, mobile app, reward advertising",
author = "Euro Bae and Joonhyuk Yang and Sunghan Ryu",
note = "Publisher Copyright: {\textcopyright} 2024 International Conference on Information Systems. All Rights Reserved.; 45th International Conference on Information Systems, ICIS 2024 ; Conference date: 15-12-2024 Through 18-12-2024",
year = "2024",
language = "English",
series = "45th International Conference on Information Systems, ICIS 2024",
publisher = "Association for Information Systems",
booktitle = "45th International Conference on Information Systems, ICIS 2024",
address = "United States",
}