To Vary or Not? The Effects of Ad Variation on the Web

by Sang Yeal Lee and S. Shyam Sundar


β€œIt is rare to find the academic literature addressing any one of the factors that makes advertising distinctive. To find a work that touches on almost all of these factors is indeed impressive. To further do so in the context of real advertising situations and with actual brands makes this work truly unique. As such it represents a standard for the way meaningful advertising research should be carried out.”
– Ronald J. Faber, Professor, School of Journalism and Mass Communication, University of Minnesota and Former Editor, Journal of Advertising


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