Rui Du

University of Hawaii at Manoa

2500 Campus Road

Honolulu, HI NA 96822

United States

SCHOLARLY PAPERS

2

DOWNLOADS

89

SSRN CITATIONS

1

CROSSREF CITATIONS

0

Scholarly Papers (2)

1.

Predictive Validity of Evidence-Based Persuasion Principles: An Application of the Index Method

Number of pages: 23 Posted: 15 Sep 2015
University of Pennsylvania - Marketing Department, University of South Australia - UniSA Business School, University of Hawaii at Manoa and Macromedia University of Applied Sciences
Downloads 53 (378,357)
Citation 1

Abstract:

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advertising, combining forecasts, copy testing, expertise, intentions, judgmental forecasting

2.

Persuasion Principles Index: Ready for Pretesting Advertisements

Number of pages: 15 Posted: 15 Sep 2015
University of South Australia - UniSA Business School, University of Pennsylvania - Marketing Department, University of Hawaii at Manoa and Macromedia University of Applied Sciences
Downloads 36 (440,659)

Abstract:

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advertising effectiveness, combining forecasts, creativity, index method, profitability, variable weighting