Rui Du

University of Hawaii at Manoa

2500 Campus Road

Honolulu, HI NA 96822

United States

  • University of Hawaii at Manoa

SCHOLARLY PAPERS

2

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146

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1

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Scholarly Papers (2)

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1.

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

Number of pages: 23 Posted: 15 Sep 2015
J. Scott Armstrong, Kesten C. Green, Rui Du and Andreas Graefe
University of Pennsylvania - Marketing Department, University of South Australia - UniSA Business, University of Hawaii at Manoa and Macromedia University of Applied Sciences
Downloads 86 (479,347)
Citation 1

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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
Kesten C. Green, J. Scott Armstrong, Rui Du and Andreas Graefe
University of South Australia - UniSA Business, University of Pennsylvania - Marketing Department, University of Hawaii at Manoa and Macromedia University of Applied Sciences
Downloads 60 (584,069)

Abstract:

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