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• W2072912092 abstract "This study proposes a contingency framework on the role of emotions and incentives in affecting banner ads effectiveness. More specifically, how emotional appeals affect banner ad click-through rat..." @default.
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• W2072912092 date "2004-03-01" @default.
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• W2072912092 title "Emotional Appeal and Incentive Offering in Banner Advertisements" @default.
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• W2072912092 doi "https://doi.org/10.1080/15252019.2004.10722085" @default.
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