Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity
| Year of publication: |
2009
|
|---|---|
| Authors: | Yang, Xiaojing ; Smith, Robert E. |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 28.2009, 5, p. 935-949
|