It's not whether you win or lose : it's how the game is played

Colleen C. Bee and Robert Madrigal

Year of publication:	2012
Authors:	Bee, Colleen C. ; Madrigal, Robert
Published in:	Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 41.2012, 1, p. 47-58
Subject:	Fernsehprogramm \| Television programme \| Sportveranstaltung \| Sport event \| Fernsehnutzung \| Television usage \| Fernsehwerbung \| Television advertising \| Medienwirkung \| Media effect \| Werbepsychologie \| Psychology of advertising

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