{"title":"Impact of Political Television Advertisements on Viewers' Response to Subsequent Advertisements","authors":"Beth L. Fossen, Girish Mallapragada, A. De","doi":"10.1287/mksc.2020.1260","DOIUrl":null,"url":null,"abstract":"We investigate how political ads on television impact how viewers respond to subsequent nonpolitical ads.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"40 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"9","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Mark. Sci.","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1287/mksc.2020.1260","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 9
Abstract
We investigate how political ads on television impact how viewers respond to subsequent nonpolitical ads.
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