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Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling / Venkatraman, Vinod; Dimoka, Angelika; Pavlou, Paul A.; Vo, Khoi; Hampton, William; Bollinger, Bryan; Hershfield, Hal E.; Ishihara, Masakazu; Winer, Russell S. / American Marketing Association] / JMR, Journal of marketing research / 436-452 / 2015
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