Have Laboratory Experiments Become Detached from Advertiser Goals? A Meta-Analysis - Laboratory experiments have often been criticized for artificial exposure conditions remote from the reality of advertising. This meta-analysis examines 443 published experiments to determine whether unrealistic settings have been the exception or the rule over the past several decades of research
| Year of publication: |
1998
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|---|---|
| Authors: | McQuarrie, Edward F. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 38.1998, 6, p. 15-26
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