Green, Kesten C.; Armstrong, J. Scott; Du, Rui; Graefe, … - In: European Journal of Marketing 50 (2016) 1/2, pp. 317-326
Purpose – This paper aims to respond to issues posed in the four commentaries on Armstrong, Du, Green and Graefe (2016, this issue) regarding the immediate usefulness of that paper’s test of advertisements’ compliance with persuasion principles, and regarding the need for further research....
