Journal of Advertising articles from December 2001

Journal of Advertising archives from December 2001

Interpreting consumer perceptions of advertising: An application of the Zaltman Metaphor Elicitation Technique.
December 22, 2001... ********** For more than three decades, research has theorized about and investigated consumers' attitudes toward advertising. In this study, we interview fourteen U.S. consumers using the Zaltman Metaphor Elicitation Technique, a method...

The "risky business" of binge drinking among college students: Using risk models for PSAs and anti-drinking campaigns.(public service announcements)
December 22, 2001... ********** To assist creators of public service announcements and anti-drinking campaigns, this study provides an in-depth examination of the risks of binge drinking from the perspective of college students. Using current risk models for...

Third-Party Organization endorsement of products: An advertising cue affecting consumer prepurchase evaluation of goods and services.(Statistical Data Included)
December 22, 2001... ********** Advertisements containing product endorsements by a third-party organization (TPO), product endorsements by a celebrity, or no endorsement were compared for their ability to affect the dependent variables of perceived product...

Estimating differential lag effects for multiple media across multiple stores.(Statistical Data Included)
December 22, 2001... ********** More than 30 years of study have provided ample evidence that advertising in one period can continue to influence sales performance in subsequent periods. However, these carryover, or lagged, effects of advertising have...

The moderating effects of country of assembly, country of parts, and country of design on hybrid product evaluations.(Statistical Data Included)
December 22, 2001... ********** This study examines the extent to which the country of origin for parts, assembly, and design may moderate country-of-origin effects on attitudes and purchase intentions. The results show that respondents' attitudes are more...

Cultural values reflected in Chinese and American television advertising.(Statistical Data Included)
December 22, 2001... ********** This study examines cultural values as reflected in U.S. and Chinese advertising appeals. The findings support most of the hypotheses, indicating that the portrayal of traditional Chinese cultural values remains relatively...

Image communicated by the use of 99 endings in advertised prices. (Research in Brief).(Statistical Data Included)
December 22, 2001... ********** In a controlled experiment, use of the 99 rather than the 00 price ending (e.g., using $49.99 rather than $50.00) affects the impression created by a price advertisement. The 99 ending increases the likelihood that viewers judge...