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Becker, Maren 
ORCID: 0000-0003-0805-6167, Scholdra, Thomas P., Berkmann, Manuel and Reinartz, Werner J.
(2023).
The Effect of Content on Zapping in TV Advertising.
J. Mark., 87 (2).
S. 275 - 298.
THOUSAND OAKS:
SAGE PUBLICATIONS INC.
ISSN 1547-7185