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RECENT ISSUES Fall 2007 | Winter 2007 | Spring 2008 | Summer 2008 
The Effects of Media Context Experiences on Advertising Effectiveness
Edward C. Malthouse, Bobby J. Calder and Ajit Tamhane
1900-2000 in Review: The Shifting Role and Face of Animals in Print Advertisements in the Twentieth Century
Nancy Spears and Richard Germain
Vigilante Marketing and Consumer-Created Communications
Albert M. Muniz and Hope Jensen Schau
Determinants of Brand Advertising Efficiency—Evidence from the German Car Market
Joachim Buschken
The Relative Effectiveness of Comparative and Non-Comparative Advertising—Evidence for Gender Differences in Information Processing Strategies
Chingching Chang
Investigating the Simultaneous Presentation of Advertising and TV Programming
Rafi M. M. I Chodhury, Adam Finn, and G. Douglas Olsen
Identification Effects on Advertising Response: The Moderating Role of Involvement
Ivonne M. Torres and Elten Briggs
The Moderating Effects of Expectation on the Patterns of Interactivity-Attitude Relationship
Dongyoung Sohn, Cunhyeong Ci, and Byung-Kwan Lee
Focus on Research: Direct-to-Consumer Advertising
Introduction
DTC Branded Drug Web Sites: Risk Presentation and Implications for Public Policy
Kim Bartel Sheehan
Understanding the Impact of Direct-to-Consumer (DTC) Pharmaceutical Advertising on Patient-Physician Interactions: Adding the Web to the Mix
Sejung Marina Choi and Wei-Na Lee
Presumed Influence of DTC Prescription Drug Advertising on Patients: Physicians Perspective
Jisu Huh, Rita Langteau
The Data Overlay Approach to Synthesizing Single-Source Data
Hugh M. Cannon, J. Alexander Smith, and David L. Williams
Cause Related Marketing: The Influence of Donation Proximity and Message Framing Cues on the Less Involved Consumer
Stacy Landreth Grau and Judith Anne Garretson Folse
The Effects of Dual-Task Processing on Consumers’ Responses to High- and Low-Imagery Radio Advertisements
Paul D. Bolls and Darrel D. Muehling
Explaining the Dimensions of Proactivity within Advertising Agency-Client Relationships
Michael Beverland, Francis Farrely, and Zeb Woodhatch
I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness and Cueing on Recall Accuracy
Kirk L. Wakefield, Karen Becker-Olsen and T. Bettina Cornwell
Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of Limited-Capacity Model of Attention
Mira Lee and Ronald J. Faber
The Effects of Advertising and Brand Value on Future Operating and Market Performance
Li Li Eng and Hean Tat Keh
Psychometric Properties of the Schlinger Viewer Response Profile: Evidence from a Large Sample
Arien Strasheim, Leyland Pitt, and Albert Caruana
Psychophysiological and Memory Effects of Negative Political Ads: Aversive, Arousing and Well Remembered
Samuel D. Bradley, James R. Angelini, and Sungkyoung Lee
An Exploratory Investigation of Consumers’ Perceptions of Wireless Advertising
Cara Peters, Christie H. Amato, and Candice R. Hollenbeck
Harlow Gale and the Origins of the Psychology of Advertising
John Eighmey and Sela Sar
Projecting Authenticity through Advertising: Consumer Judgments of Advertisers’ Claims
Michael B. Beverland, Adam Lindgreen, and Michiel W. Vink
The Pursuit of Self-Regulatory Goals: How Counterfactual Thinking Influences Advertising Persuasiveness
Xiaoli Nan
Effects of Susceptibility to Normative Influence and Type of Testimonial on Attitudes toward Print Advertising
Brett A. S. Martin , Daniel Wentzel and Torsten Tomczak
Salient Effects of Publicity in Advertised Brand Recall and Recognition: The List-Strength Paradigm
Hyun Seung, Jaebeom Suh, and D. Todd Donavan
Airport Advertising Effectiveness: An Exploratory Field Study
Rick T. Wilson and Brian D. Till
Goal Orientation and Comparative Valence in Persuasion
Chung-Chau Chang and Yu-Jen Chou
When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence
Elizabeth Cowley and Chris Barron
Evaluation of Internet Advertising Research: A Bibliometric Analysis of Citations from Key Sources
Juran Kim and Sally J. McMillan
The Hidden Persuaders: Then and Now
Michelle R. Nelson
Responsibility and Brand Advertising in the Alcohol Beverage Market: The Modeling of Normative Drinking Behavior
Debra Jones Ringold
How the Digital Video Recorder Changes Traditional Television Advertising
Kenneth C. Wilbur
Cigarette Advertising Bans’ Effect on Consumption: A Meta-Anaylsis
Michael L. Capella, Charles R. Taylor, and Cynthia Webster
Openness in Metaphorical and Straightforward Aedvertisements: Appreciation Effects
Luuk Lagerwerf and Anoe Meijers
Advertising Repetition and Placement Issues in Online Environments
Idil Yaveroglu and Naveen Donthu
Advertising Consumer Culture in 1930’s Shanghai: Globalization and Localization in Yue Fen Pai
Xin Zhao and Russell W. Belk
Consumer Responses toward Sexual and Nonsexual Appeals: The Influence of Involvement, NFC and Gender
Sanjay Putrevu
What’s Funny and What’s Not: The Moderating Role of Cultural Orientation in Ad Humor
Yih Hwai Lee and Elison Ai Ching Lim
The Role of Ad Likability in Predicting an Ad’s Campaign Performance
Lars Bergkvist and John R. Rossiter
Antecedents of True Brand Loyalty
Jooyoung Kim, Jon D. Morris, and Joffre Swait
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