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Fall 2010

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An Examination of Consumer Responses toward Attribute- and Goal-Framed Messages

Sanjay Putrevu


Generating a Visceral Response: The Effects of Visceral Cues in Weight Loss Advertising

Clinton Amos and Nancy Spears


Assessing Advertising Efficiency: Does the Internet Play a Role?

lbena Pergelova, Diego Prior and Josep Rialp


The Impact of Medium Context on Bilingual Consumers’ Responses to Code-Switched Advertising

Melissa M. Bishop and Mark Peterson


The Persuasiveness of Individualistic and Collectivistic Advertising Appeals among Chinese Generation-X Consumers

Jing Zhang


Advertising’s New Audiences: Consumer Responses in the New Free Market Economics of Central and Eastern Europe—the Case of the Czech Republic

Elena S. Millan and Banwari Mittal


Affective Intensity and Sponsor Identification

Kirk L. Wakefield and Gregg Bennett


Symbolic Postures of Commercial Advertising and Street Art: Rhetoric for Creativity

Stefania Borghini, Luca Massimiliano Visconti, Laurel Anderson and John F. Sherry, Jr.
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