págs. 256-263
págs. 264-269
págs. 270-275
A test of prescriptive advice from the Rossiter-Percy Advertising Planning Grid using radio
Robin Higie Coulter, Murphy A. Sewall
págs. 276-281
Incidental learning from radio advertisements with or without curiosity-arousing questions
Rhonda Gibsons, Huiuk Yi
págs. 282-285
Music and radio advertising: Effects of tempo and placement
John J. Wheatley, George Brooker
págs. 286-290
Agent decision making: Understanding and predicting the preferences of others
Christina L. Brown, Patricia M. West
pág. 291
An expose on green television ads
Bobby Banerjee, Easwar Iyer
págs. 292-298
A re-examination of relative persuasiveness of comparative and noncomparative advertising
Michael J. Barone, Paul W. Miniard
págs. 299-303
African American vernacular English in advertising: A sociolinguistic study
Jennifer Edson Escalas
págs. 304-309
págs. 310-311
Consumer choice as an evolutionary process: An operant interpretation of adopter behavior
Gordon R. Foxall
págs. 312-317
Exploring cultural differences in consumer decision making: Chinese consumers in Montreal
Kathleen Brewer Doran
págs. 318-322
India's changing consumer economy: A cultural perspective
Alladi Venkatesh
págs. 323-328
Chris Janiszewski, Barbara Bickart
pág. 329
pág. 330
The heroes of consumption and the consumption of heroes
Steve Vandeer Veen
pág. 331
The consumption of heroes and the hero of hierarchy of effects
Steve Vandeer Veen
págs. 332-336
The persuasive effects of evaluation, expectancy and relevancy dimensions of incongruent visual
Charles S. Areni, K. Chris Cox
págs. 337-342
Using conservation theory to investigate conclusion-drawing: Implications for persuasion
Mark Tonkar, James M. Munch
págs. 343-347
Consumer reaction to company-related disasters: The effect of multiple versus single explanations
Brian K. Jorgensen
págs. 348-352
pág. 353
An investigation of the influence of gender on the Hedonic responses created by listening to music
Kathleen T. Lacher
págs. 354-358
págs. 359-364
Social comparison and the beauty of advertising models: The role of motives for comparison
Patricia F. Kennedy, Mary C. Martin
págs. 365-371
Gender issues: Gender as a cultural construct
Janeen Arnold Costa
págs. 372-373
Basil G. Englis
pág. 374
Effective and ineffective drama advertising
William D. Wells
págs. 375-378
Biases in social comparison: If you are one in a million, There are 4000 people just like you
Vicki G. Morwitz, Geeta Menon
pág. 379
Consumer research standards & public policy formulation: The case of Mickey Mouse & Old Joe
Claude R. Martin
págs. 380-386