Where A/B Testing Goes Wrong: How Divergent Delivery Affects What Online Experiments Cannot (and Can) Tell You About How Customers Respond to Advertising.
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| Title: | Where A/B Testing Goes Wrong: How Divergent Delivery Affects What Online Experiments Cannot (and Can) Tell You About How Customers Respond to Advertising. |
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| Authors: | Braun, Michael1 (AUTHOR) braunm@smu.edu, Schwartz, Eric M.2 (AUTHOR) ericmsch@umich.edu |
| Source: | Journal of Marketing. Mar2025, Vol. 89 Issue 2, p71-95. 25p. |
| Database: | Business Source Ultimate |
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| ISSN: | 00222429 |
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| DOI: | 10.1177/00222429241275886 |
