Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling

Journal of Marketing Research

Volumn 52, Issue 4, 2015, Pages 436-452

  Venkatraman, Vinod ^a   Dimoka, Angelika ^a   Pavlou, Paul A ^a   Vo, Khoi ^a   Hampton, William ^a   Bollinger, Bryan ^b   Hershfield, Hal E ^c   Ishihara, Masakazu ^d   Winer, Russell S ^d  

^a TEMPLE UNIVERSITY   (United States)

^b DUKE UNIVERSITY   (United States)

^c UNIVERSITY OF CALIFORNIA   (United States)

^d NEW YORK UNIVERSITY   (United States)

Author keywords

Advertising elasticities; Biometrics; Implicit measures; Market response modeling; Neuroscience

Indexed keywords

EID: 84941139459     PISSN: 00222437     EISSN: 15477193     Source Type: Journal    
DOI: 10.1509/jmr.13.0593     Document Type: Article

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