Choosing to Discover the Unknown: The Effects of Choice on User Attention to Online Video Advertising

• Cheng Luo

  Cheng Luo

  [email protected]

  https://orcid.org/0000-0001-9915-6520

  College of Management and Economics, Tianjin University, Tianjin 300072, China;

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  ,
• Zhenhui (Jack) Jiang

  Corresponding Author

  Zhenhui (Jack) Jiang

  [email protected]

  https://orcid.org/0000-0002-5803-3919

  HKU Business School, The University of Hong Kong, Hong Kong, China;

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  ,
• Xiuping Li

  Xiuping Li

  [email protected]

  https://orcid.org/0000-0001-8504-1394

  NUS Business School, National University of Singapore, Singapore 119245;

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  ,
• Cheng Yi

  Corresponding Author

  Cheng Yi

  [email protected]

  https://orcid.org/0000-0003-4869-426X

  School of Economics and Management, Tsinghua University, Beijing 100084, China;

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  ,
• Catherine Tucker

  Catherine Tucker

  [email protected]

  https://orcid.org/0000-0002-1847-4832

  Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142

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