?url_ver=Z39.88-2004&rft_id=10.1287%2Fmksc.2022.0243&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.aulast=Bollinger&rft.aufirst=Bryan&rft.issue=N%C2%B0+5&rft.volume=Vol.+43&rft.date=September+2024&rft.issn=0732-2399&rft.atitle=Promotional+campaign+duration+and+word+of+mouth+in+solar+panel+adoption&rft.title=Marketing+Science&rft.pages=925-1151&rft.genre=article