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Have Laboratory Experiments Become Detached from Advertiser Goals? A Meta-Analysis

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References

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2012Processing visual rhetoric in advertisements: Interpretations determined by verbal anchoring and visual structure

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51 cited

2004A THEORY-BASED APPROACH FOR IMPROVING DEMAND ARTIFACT ASSESSMENT IN ADVERTISING EXPERIMENTS24 cited

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2018How Rhetoric Theory Informs the Creative Advertising Development Process20 cited

2006Examining Effects of Advertising Campaign Publicity in a Field Study20 cited

2012The Effectiveness of Product Placement: A Field Quasi-experiment18 cited

2013Do Ethical Purchase Intentions Really Lead to Ethical Purchase Behavior? A Case of Animal-Testing Issues in Shampoo13 cited

2013Comparative advertising: citing or not the leading brand and its price10 cited