What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies

Duane Varan

The Disney Media & Advertising Lab/ Audience Labs, Murdoch University

Jamie Murphy

Australian School of Management/ Curtin Graduate School of Business

Charles F. Hofacker

Florida State University

Jennifer A. Robinson

RMIT University

Robert F. Potter

Indiana University