Moderation in Advertising: Navigating Ad Divergence for High-Ticket Innovations

Additional Metadata
Keywords	Ad divergence, High-Ticket Products, Advertising New Products, Novelty, Innovation, Familiarity, Creativity
Thesis Advisor	Caprioli, Sara, Sweldens, Steven
Persistent URL	hdl.handle.net/2105/79279
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Kullmann, Marvin. (2026). Moderation in Advertising: Navigating Ad Divergence for High-Ticket Innovations. In Marketing Management.http://hdl.handle.net/2105/79279

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