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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.
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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  Data: 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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  Data: <searchLink fieldCode="AR" term="%22Braun%2C+Michael%22">Braun, Michael</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> braunm@smu.edu</i><br /><searchLink fieldCode="AR" term="%22Schwartz%2C+Eric+M%2E%22">Schwartz, Eric M.</searchLink><relatesTo>2</relatesTo> (AUTHOR)<i> ericmsch@umich.edu</i>
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing%22">Journal of Marketing</searchLink>. Mar2025, Vol. 89 Issue 2, p71-95. 25p.
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        Value: 10.1177/00222429241275886
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        Text: English
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        PageCount: 25
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      – TitleFull: 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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              Text: Mar2025
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              Y: 2025
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