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Fall 2009


Temporal Construal in Advertising: The Moderating Role of Temporal Orientation and Attribute Importance in Consumer Evaluations

Brett A. S. Martin, Juergen Gnoth and Carolyn Strong


Product Placements: The Impact of Placement Type and Repetition on Attitude

Pamela Miles Homer


Commercials as Context for Other Commercials: Threat or Opportunity?

Ingrid Poncin and Christian Derbaix


Repetition Variation Strategies for Narrative Advertising

ChingChing Chang


Comparison of the Paths from Consumer Involvement Types to Ad Responses between Corporate Advertising and Product Advertising

Sora Kim, Eric Haley and Gi-Yong Koo


Agency Practitioner Theories of How Advertising Works

Gergely Nyilasy and Leonard N. Reid


Nature and Impact of Alcohol Messages in a Youth-Oriented Television Series

Cristel Antonia Russell, Dale W. Russell and Joel W. Grube


Explicit Donations and Inferred Endorsements: Do Corporate Social Responsibility Suggest a Nonprofit Organization Endorsement?

Amanda B. Bower and Stacy Landreth Grau


Positive Mood and Susceptibility to False Advertising

Kathryn A. LaTour and Michael S. LaTour
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