APA (7th ed.) Citation

Braun, M., & Schwartz, E. M. (2025). Where A/B Testing Goes Wrong: How Divergent Delivery Affects What Online Experiments Cannot (and Can) Tell You About How Customers Respond to Advertising. Journal of Marketing, 89(2), 71. https://doi.org/10.1177/00222429241275886

Chicago Style (17th ed.) Citation

Braun, Michael, and Eric M. Schwartz. "Where A/B Testing Goes Wrong: How Divergent Delivery Affects What Online Experiments Cannot (and Can) Tell You About How Customers Respond to Advertising." Journal of Marketing 89, no. 2 (2025): 71. https://doi.org/10.1177/00222429241275886.

MLA (9th ed.) Citation

Braun, Michael, and Eric M. Schwartz. "Where A/B Testing Goes Wrong: How Divergent Delivery Affects What Online Experiments Cannot (and Can) Tell You About How Customers Respond to Advertising." Journal of Marketing, vol. 89, no. 2, 2025, p. 71, https://doi.org/10.1177/00222429241275886.