Experimental methods in media economics research: Understanding the human factor in decision-making

Abstract

In media economics, experimental research provides a method to explore and gain a deeper understanding of the rational and irrational human behaviors that can affect the dynamics of media businesses. Digital technologies and value creation logics have opened new business opportunities but, at the same time, have created a need for more accurate information on managerial and consumer behavior. Interest in behavioral and experimental research in media economics has gradually increased and also diversified, now covering new and different research topics with an aim to better understand and cope with the highly competitive nature of the media industry. We believe that experimental methods will play an increasing role in research in the media industry; in particular, by providing a micro-level behavioral approach to gain insights into both consumer and managerial decision-making.