Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling
Journal of marketing research, 2015-08, Vol.52 (4), p.436-452 [Peer Reviewed Journal]Copyright © 2015, American Marketing Association ;Copyright American Marketing Association Aug 2015 ;ISSN: 0022-2437 ;EISSN: 1547-7193 ;DOI: 10.1509/jmr.13.0593 ;CODEN: JMKRAE
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