Methodological Issues in Advertising Laboratory Experiments
This paper discusses seven factors that limit the validity and generalizability of advertising laboratory experiments. These factors include exposing ads only once to participants, which limits the validity of the results, and the use of a single ad or brand in the study, which limits generalizability. Examples are offered of studies limited by the factors discussed in the paper. The paper concludes with recommendations of how future advertising laboratory experiments can be improved.
Lars Bergkvist and John R. Rossiter (2006) ,"Methodological Issues in Advertising Laboratory Experiments", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 235-238.
Lars Bergkvist, Marketing Research Innovation Centre, University of Wollongong, Australia
John R. Rossiter, Marketing Research Innovation Centre, University of Wollongong, Australia
AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006
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