# Where A/B Testing Goes Wrong: How Divergent Delivery Affects What Online Experiments Cannot (and Can) Tell You About How Customers Respond to Advertising

> Research article (Journal of Marketing, 2024) · cited 26× · AI/ML

**Wikidata**: [openalex:W4401434019](https://www.wikidata.org/wiki/openalex:W4401434019)  
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