How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift.

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Bibliographic Details
Title:	How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift.
Authors:	McGranaghan, Matthew¹ mmcgran@udel.edu, Liaukonyte, Jura² jurate@cornell.edu, Wilbur, Kenneth C.³ kcwilbur@ucsd.edu
Source:	Marketing Science (INFORMS). Sep/Oct2022, Vol. 41 Issue 5, p445-467. 23p. 4 Diagrams, 4 Charts, 12 Graphs.
Database:	Business Source Ultimate

Description
ISSN:	07322399
DOI:	10.1287/mksc.2021.1344