Journals.sagepub.com
May 03, 2020 · Yang, Xiaojing (2006), “The Impact of Perceived Advertising Creativity on Ad Processing and Response,” doctoral dissertation, Indiana University, US. Yang, Xiaojing, and Robert E. Smith (2009), “Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity,” Marketing Science, 28 (5), 935–49. ................
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