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Simultaneous exposure to a program and advertising content in an interactive context : perceptual and semantic interference and reinforcement

Verolien Cauberghe; Patrick De Pelsmacker; Wim Janssens
Year of publication:
2010
Authors: Cauberghe, Verolien ; Pelsmacker, Patrick de ; Janssens, Wim
Published in:
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 63.2010, 9/10, p. 972-978
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