Journal of Current Issues & Research in Advertising, Volume 38, Issue 1 (2017)

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Journal of Current Issues & Research in Advertising, Volume 38, Issue 1 (2017)

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Articles

Article
Norm Effects on Gender in Social Marketing Advertising Campaigns Promoting Savings Behavior
Hye Jin Yoon, Carrie La Ferle & Steven M. Edwards
Pages: 1-16
Published online: 15 Dec 2016
AbstractforNorm Effects on Gender in Social Marketing Advertising Campaigns Promoting Savings Behavior | Full Text | References | PDF (682 KB)
  • 857 Views
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Article
Interactivity, Marketing Communication, and Emerging Markets: A Way Forward
Don E. Schultz & Edward C. Malthouse
Pages: 17-30
Published online: 15 Dec 2016
AbstractforInteractivity, Marketing Communication, and Emerging Markets: A Way Forward | Full Text | References | PDF (633.6 KB)
  • 1455 Views
  • 11 CrossRef citations
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Article
The Interaction Effects of Mood and Ad Appeals on Type of Elaboration and Advertising Effectiveness
Jing (Taylor) Wen, Sela Sar & George Anghelcev
Pages: 31-43
Published online: 15 Dec 2016
AbstractforThe Interaction Effects of Mood and Ad Appeals on Type of Elaboration and Advertising Effectiveness | Full Text | References | PDF (449 KB)
  • 877 Views
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Article
Thirty Years of Advertising Research in Leading Communication and Marketing Journals: Learning From the Parent Disciplines
J. Adam Avant, Kyongseok Kim & Jameson L. Hayes
Pages: 44-64
Published online: 15 Dec 2016
AbstractforThirty Years of Advertising Research in Leading Communication and Marketing Journals: Learning From the Parent Disciplines | Full Text | References | PDF (654.1 KB)
  • 603 Views
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Article
Memorable Metaphor: How Different Elements of Visual Rhetoric Affect Resource Allocation and Memory for Advertisements
Matthew Peterson, Kevin Wise, Yilin Ren, Zongyuan Wang & Jiachen Yao
Pages: 65-74
Published online: 15 Dec 2016
AbstractforMemorable Metaphor: How Different Elements of Visual Rhetoric Affect Resource Allocation and Memory for Advertisements | Full Text | References | PDF (452.3 KB)
  • 1246 Views
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Article
Can Asian Models Be Effective to White American Consumers in Values Advocacy Ads? The Implications of Collectivistic Self-Construal as a Self-Motive in the Context of Values Advocacy Ads
Yoon-Joo Lee
Pages: 75-91
Published online: 15 Dec 2016
AbstractforCan Asian Models Be Effective to White American Consumers in Values Advocacy Ads? The Implications of Collectivistic Self-Construal as a Self-Motive in the Context of Values Advocacy Ads | Full Text | References | PDF (787 KB)
  • 271 Views
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Article
Perceived Relevance and Privacy Concern Regarding Online Behavioral Advertising (OBA) and Their Role in Consumer Responses
Hyejin Kim & Jisu Huh
Pages: 92-105
Published online: 15 Dec 2016
AbstractforPerceived Relevance and Privacy Concern Regarding Online Behavioral Advertising (OBA) and Their Role in Consumer Responses | Full Text | References | PDF (413.1 KB)
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