Journal of Advertising articles from March 2004

Journal of Advertising archives from March 2004

From the editor.(Editorial)
March 22, 2004... At the time of my writing this brief note, I will have been editing the Journal for almost one year. I must say that I have truly enjoyed being Editor--it's challenging and affords me the opportunity to see the most up-to-date research in...

Arousal, memory, and impression-formation effects of animation speed in web advertising.
March 22, 2004... Animation is among the most prominent attention-getting devices used in Web advertising. A growing body of experimental research documents the psychological superiority of animated Web ads over static ones. Indeed, animated ads have been found...

Brand usage and gender as moderators of the potential deception associated with partial comparative advertising.
March 22, 2004... The present study examines the vulnerability of consumers to the potential deceptiveness of ads containing comparative claims that name one or more competing brands. In particular, we focus on copy X copy interactions (Barone and Miniard 1999),...

Congruence effects in sponsorship: the mediating role of sponsor credibility and consumer attributions of sponsor motive.
March 22, 2004... Sponsorship is an important part of the marketing mix that only recently has received academic attention. A corporation creates a link with an outside issue or event, hoping to influence the audience by the connection. Corporations sponsor...

The role of disgust as an emotional mediator of advertising effects.
March 22, 2004... The focus of this research--disgust--represents a surprisingly unstudied emotion in an advertising/marketing context, especially considering that consumers often react to advertisements, retail establishments, and other marketplace phenomena...

The influence of virtual direct experience (VDE) on on-line ad message effectiveness.
March 22, 2004... The World Wide Web has created a new communication environment for advertising campaigns, thus initiating a new era of firm-consumer interaction (Rust and Oliver 1994). Firms use advertising messages and direct experience (DE) as two common...

The effect of provocation in the form of mild erotica on attitude to the ad and corporate image: differences between cause-related and product-based advertising.
March 22, 2004... The use of provocative images in advertising has become more common over the last twenty years, possibly as a response to increased advertising clutter (Vezina and Paul 1997). Companies such as Benetton, Calvin Klein, Citroen, Peugeot,...

The interplay of product class knowledge and trial experience in attitude formation.
March 22, 2004... Even though consumers sometimes rely on advertising as the single source of information in formulating their brand evaluations and purchase decisions, in other situations, consumers can gain additional product information via direct trials...