adContent

This skill provides the complete replication package from the 2024 Marketing Science paper "Where Does Advertising Content Lead You? We Created a Bookstore to Find Out" by Morozov and Tuchman. It includes Stata and R code to reproduce all tables and figures, plus raw experimental data from Qualtrics surveys, Google Analytics logs, WooCommerce purchases, and Amazon book redemption records. Researchers can run the batch file to replicate results or work with cleaned datasets at the consumer or event level. The package supports independent verification of findings and enables secondary research using the published experimental dataset.

Download the replication_package folder and run the batch file run_code.bat on Windows to automatically execute Stata and R codes in sequence, or manually run code files in order (1_build_qualtrics.do, 2_perform_matching.do, etc.). Output results are saved to replication_package/output. Alternatively, work directly with the cleaned dataset_merged.dta or interim_chronology.dta files for analysis.