Journal of Advertising articles from June 1990

Journal of Advertising archives from June 1990

Does retrospective thought measurement influence subsequent measures of cognitive structure in an advertising context?
June 22, 1990... Does Retrospective Thought Measurement Influence Subsequent Measures of Cognitive Structure in an Advertising Context? This study examined the effects of taking thought measurements immediately after ad exposure on several aspects of...

Other-speak: classical allegory and contemporary advertising.
June 22, 1990... Other-Speak: Classical Allegory and Contemporary Advertising Literary concepts from genre studies of classical allegory are adapted to analysis of advertising formats. Two classical forms--reification and typology--are discussed, and their...

Mothers' communication orientation and consumer-socialization tendencies.
June 22, 1990... Mothers' Communication Orientation and Consumer-Socialization Tendencies This study examines parent-child communication patterns and mothers' consumer-socialization tendencies. Results indicate mothers' concept-orientations are related to...

Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness.
June 22, 1990... Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness The purpose of this study was to develop a scale for measuring celebrity endorsers' perceived expertise,...

Characteristics of the opinion leader: a new dimension.
June 22, 1990... Characteristics of the Opinion Leader: A New Dimension This study empirically examined the role of a personality trait, public individuation, in furthering our understanding of opinion leadership. Relevance of this new psychological dimension,...

An exploratory investigation into the nature of offensive television advertising.
June 22, 1990... An Exploratory Investigation into the Nature of Offensive Television Advertising The advertising literature contains some evidence that offensive advertising is multidimensional in nature, but little is known about the character of these...