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"How Viewer Tuning, Presence, and Attention Respond to Ad Content and ..."

Matthew McGranaghan, Jura Liaukonyte, Kenneth C. Wilbur (2022)

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DOI: 10.1287/MKSC.2021.1344

access: closed

type: Journal Article

metadata version: 2022-11-13

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  - https://dblp.org/rec/journals/mktsci/McGranaghanLW22
Matthew McGranaghan, Jura Liaukonyte, Kenneth C. Wilbur:
How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift. Mark. Sci. 41(5): 873-895 (2022)

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