Journal of Advertising articles from March 1995

Journal of Advertising archives from March 1995

Visual attention to programming and commercials: the use of in-home observations.
March 22, 1995... Introduction What does it mean to "watch" television programming and commercials? It is clear that the television is a social object within the household milieu, and viewing is part of a larger social process. People learn to watch television...

To be and not to be: lifestyle imagery, reference groups, and the clustering of America. (includes appendix)
March 22, 1995... To speak of American "materialism" is...both an understatement and a misstatement. The material goods that historically have been the symbols which elsewhere separated men from one another have become, under American conditions, symbols which...

The advertising exposure effect of free standing inserts.
March 22, 1995... Advertising and promotion are often considered alternative marketing practices because advertising cultivates brand equity while promotions, with their emphasis on price, could weaken brand strength. Alternatively, advertising and promotion can...

Gender differences in information processing strategies: an empirical test of the selectivity model in advertising response.
March 22, 1995... According to the "selectivity model," females are comprehensive information processors who consider both subjective and objective product attributes, and respond to subtle cues. Conversely, males are selective information processors who tend to...

Retail services advertising: the effects of appeal, medium, and service.
March 22, 1995... Service businesses are now the major sector of the American economy (U.S. Bureau of the Census 1991) and spend billions of dollars annually on advertising (Brown 1991). Despite this fact, research relating to the advertising of services is...

The combined influence hypothesis: central and peripheral antecedents of attitude toward the ad. (includes appendix)
March 22, 1995... Introduction Drawing upon Petty and Cacioppo's (1981) Elaboration Likelihood Model, Lutz, MacKenzie, and Belch (1983) developed a conceptual model depicting a variety of determinants of attitude toward the ad ([A.sub.ad]), including both...