Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling

Vinod Venkatraman; Angelika Dimoka; Paul A. Pavlou; Khoi Vo; William Heyward Hampton; Bryan Bollinger; Hal E. Hershfield; Masakazu Ishihara; Russell S. Winer

doi:10.2139/ssrn.2498095

Journal article

Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling

Vinod Venkatraman, Angelika Dimoka, Paul A. Pavlou, Khoi Vo, William Heyward Hampton, Bryan Bollinger, Hal E. Hershfield, Masakazu Ishihara and Russell S. Winer

SSRN Electronic Journal

2014

DOI: https://doi.org/10.2139/ssrn.2498095

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Title: Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling
Creators: Vinod Venkatraman
Angelika Dimoka
Paul A. Pavlou
Khoi Vo
William Heyward Hampton
Bryan Bollinger
Hal E. Hershfield
Masakazu Ishihara
Russell S. Winer
Publication Details: SSRN Electronic Journal
Publisher: Elsevier BV
Academic Unit: Miami Herbert Business School; MHBS - Administration; BTE - Business Technology Department
Resource Type: Journal article
Record Identifier: 991032069202302976