By studying consumers' behavior when they have the option to pay to avoid advertising, we aim to understand their willingness to pay to skip ads and relate it to companies' revenue sources. This is done in a knowledge-based mobile game where the cost of avoiding ads varies.
How large is the consumer surplus when using ad-supported services? How will digital products change when the digital market is regulated? Both are questions that can be explored within the framework of the project.
Digital economy when consumers are the product
This project studies consumer behavior in the absence of prices in various digital environments. Many new companies, especially in Sweden, build their digital business model on showing consumers advertisements or collecting data from consumers as a complement or substitute for charging for the product.
Project manager