It's not whether you win or lose; it's how the game is played: the influence of suspenseful sports programming on advertising

摘要

This is the author's peer-reviewed final manuscript, as accepted by the publisher. The article is copyrighted by the American Academy of Advertising and published by M.E. Sharpe, Inc. It can be found at: http://www.mesharpe.com/mall/results1.asp?acr=joa.