Predicting advertising success beyond traditional measures : new insights from neurophysiological methods and market response modeling
Year of publication: |
2015
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Authors: | Venkatraman, Vinod ; Dimoka, Angelika ; Pavlou, Paul A. ; Vo, Khoi ; Hampton, William |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 52.2015, 4, p. 436-452
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Subject: | advertising elasticities | neuroscience | biometrics | implicit measures | market response modeling | Marktforschung | Market research | Werbewirkung | Advertising effects | Werbung | Advertising | Messung | Measurement | Konsumentenverhalten | Consumer behaviour | Neurowissenschaften | Neuroscience |
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