%0 Journal Article %A Geoffrey Precourt %T Why Empirical Generalizations Matter %D 2009 %R 10.2501/S0021849909090382 %J Journal of Advertising Research %P 113-114 %V 49 %N 2 %U https://www.journalofadvertisingresearch.com/content/jadvertres/49/2/113.full.pdf