Business Periodicals

Journal of Advertising: 20040322

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1. The interplay of product class knowledge and trial experience in attitude... Even though consumers sometimes rely on advertising as the single source of information in formulating their brand evaluations and purchase decisions, in other situations, consumers ... (PERIODICAL ARTICLE) 2. The effect of provocation in the form of mild erotica on attitude to the... The use of provocative images in advertising has become more common over the last twenty years, possibly as a response to increased advertising clutter (Vezina ... (PERIODICAL ARTICLE) 3. The influence of virtual direct experience (VDE) on on-line ad message... The World Wide Web has created a new communication environment for advertising campaigns, thus initiating a new era of firm-consumer interaction (Rust and Oliver 1994). (PERIODICAL ARTICLE) 4. The role of disgust as an emotional mediator of advertising effects. The focus of this research--disgust--represents a surprisingly unstudied emotion in an advertising/marketing context, especially considering that consumers often react to advertisements, retail establishments, and other ... (PERIODICAL ARTICLE) 5. Congruence effects in sponsorship: the mediating role of sponsor... Sponsorship is an important part of the marketing mix that only recently has received academic attention. A corporation creates a link with an outside issue ... (PERIODICAL ARTICLE) 6. Brand usage and gender as moderators of the potential deception associated... The present study examines the vulnerability of consumers to the potential deceptiveness of ads containing comparative claims that name one or more competing brands. In ... (PERIODICAL ARTICLE) 7. Arousal, memory, and impression-formation effects of animation speed in... Animation is among the most prominent attention-getting devices used in Web advertising. A growing body of experimental research documents the psychological superiority of animated Web ... (PERIODICAL ARTICLE) 8. From the editor. At the time of my writing this brief note, I will have been editing the Journal for almost one year. I must say that I ... (PERIODICAL ARTICLE)
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Journal of Advertising Archives

2005

December 22

September 22

June 22

March 22

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