Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling
Journal
Journal of Marketing Research
ISSN
0022-2437
Type
journal article
Date Issued
2015
Author(s)
Venkatraman, V.
;
Dimoka, A.
;
Pavlou, P. A.
;
Vo, K.
;
;
Bollinger, B.
;
Winer, R. S.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
American Marketing Association
Subject(s)
Division(s)
Eprints ID
260406