Supplemental Material, jmr.16.0112-web-appendix - Delusion in Attribution: Caveats in Using Attribution for Multimedia Budget Allocation

Peter J. Danaher,Harald J. van Heerde

Supplemental Material, jmr.16.0112-web-appendix - Delusion in Attribution: Caveats in Using Attribution for Multimedia Budget Allocation

2018

Peter J. Danaher
Harald J. van Heerde

Supplemental Material, jmr.16.0112-web-appendix for Delusion in Attribution: Caveats in Using Attribution for Multimedia Budget Allocation by Peter J. Danaher, and Harald J. van Heerde in Journal of Marketing Research

Keywords:

Psychology
budget allocation
Probit model
Multimedia
Marketing research
Attribution
Delusion

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