Predicting advertising success beyond traditional measures : new insights from neurophysiological methods and market response modeling
Vinod Venkatraman, Angelika Dimoka, Paul A. Pavlou, Khoi Vo, William Hampton ...
| 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 | Werbewirkung | Advertising effects | Werbung | Advertising | Marktforschung | Market research | Neurowissenschaften | Neuroscience | Marketingmanagement | Marketing management | Messung | Measurement |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011337515