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Journal of Current Issues & Research in Advertising Volume 19, 1997 - Issue 2
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Original Articles

The Impact of Program Affective Valence and Level of Cognitive Appraisal on Advertisement Processing and Effectiveness

Karen Russo FranceView further author information
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C. Whan ParkView further author information
Pages 1-21 | Published online: 02 Aug 2012

Citations (4)

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Read on this site (1)

K. Damon Aiken & Keven Malkewitz. (2010) The Influence of Program Context Intensity: An Examination of Television Advertising during War News. Journal of Current Issues & Research in Advertising 32:2, pages 27-39.
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Articles from other publishers (3)

Ross W. Johnson, Clay Voorhees & Farnoosh Khodakarami. (2023) Is Your Brand Protected?. Journal of Advertising Research, pages 2023-013.
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Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy & Leonard N. Reid. (2019) Impact of Media Context On Advertising Memory. Journal of Advertising Research 59:1, pages 99-128.
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Stephen D. Perry, Dana Trunnell, Cori Ellis & Dean Kazoleas. (2009) Commercial Quality Influence on Perceptions of Television News. Electronic News 3:1, pages 32-51.
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