Table Of Content

INDEX TO VOLUME 42: 2002 ABELMAN, Rosert. See Lin, Atkin, and Abelman. BLAIR, EDWARD. See BALDINGER, BLAIR, AND ECHAMBADI. ABERNETHY, AVERY. See CANNON, LECEKENBY, and ABERNETHY. BLOOM, HELEN. See EHRENBERG, BARNARD, KENNEDY, and BLOOM. ABERNETHY, Avery, and Davin N. LaBanp. The Customer Pulling BRONN, PEGGY Simcic. See THI@M@E, OLSON, and BRONN. Power of Different-sized Yellow Pages Advertisements. No. 3, pp. CANNON, HuGH M., JOHN D. LeckeNBy, and Avery ABERNETHY. 66-72. Evaluating Media Schedules. No. 6, pp. 33-47. Based on results of 745 yellow pages test advertisements Logic would suggest that media planners evaluate adver- run in the marketplace, it was found that larger advertise- tising schedules by assigning different values to different ments generate higher call rates, but not at an even rate. levels of advertising exposure. In practice, however, they AIKEN, DAMON. See SUKHDIAL, AIKEN, and KAHLE. have tended to ignore this approach in favor of systems ANSHUETZ, Neb. Why a Brand's Most Valuable Consumer Is the Next based on effective reach and frequency. This article pre- One It Adds. No. 1, pp. 15-21. sents a planning and evaluation system that uses the fre- The least valuable brand-buying households are always quency value approach. major contributors to volume and profit for both successful CHAUDHURI, ARJUN. How Brand Reputation Affects the Advertising— brands at one point in time and for a brand that grows over Brand Equity Link. No. 3, pp. 33-43. time. Brand reputation is the link between advertising and AssAEL, Henry, and Davib F. PottRAcK. Consumer Surveys vs. Elec- brand equity outcomes such as market share and relative tronic Measures for Single Source Data. No. 5, pp. 19-25. price, according to the results of this study of 107 brands in MRI viewing data was compared to Nielsen (NTI) ratings 41 product categories. Advertising creates brand reputa- across 84 programs to determine whether one system tion and this, in turn, creates brand equity outcomes. could serve as a single-source surrogate for the other. CHEN, Oimet. See RODGERS and CHEN. ATKIN, Davip J. See Lin, ATKIN, and ABELMAN. CHEN, QIMEI, SANDRA J. CLIFFORD, and WiLtiAmM D. We tts. Attitude BALDINGER, ALLAN L., EDWARD BLaiR, and Raj ECHAMBADI. Wity toward the Site Il: New Information. No. 2, pp. 33-45. Brands Grow. No. 1, pp. 7-14. Two follow-up studies of scales that measure attitude to- This paper examined the effects of three commonly used ward websites show that the scales remain reliable, robust behavioral measures in terms of their effects on influencing across substantial changes in websites, respondents, and market share change, on 353 brands, over a 5-year period. methods of administration. Bao, YEQING, and ALAN T. SHAO. Nonconformity Advertising toward CLARK, JOHN M., T. BeTTINA CORNWELL, and STEPHEN W. Prurrt. Teens. No 3, pp. 56-65. Corporate Stadium Sponsorships, Signaling Theory, Agency Con- A unique selling proposition though non-conformity strat- flicts, and Shareholder Wealth. No. 6, pp. 16-32. egy focuses on teens’ striving for exclusivity and unique- A detailed study of stock price changes in response to an- ness. Both field data and laboratory results show that this nouncements of major-league stadium sponsorships finds advertising strategy enhances brand perception and en- that, on average, the stock prices of stadium sponsors rose tices product trial. significantly at the time deals were inked. BARNARD, NEIL. See EHRENBERG, BARNARD, KENNEDY, and BLOOM. CLIFFORD, SANDRA J. See CHEN, CLIFFORD and WELLS. Barry, THOMAS E. In Defense of the Hierarchy of Effects: A Rejoinder CORNELISSEN, Joer P., and ANprew R. Lock. Advertising Research to Weilbacher. No. 3, pp. 44-47. and Its Influence on Managerial Practice. No. 3, pp. 50-55. The hierarchy-of-effects model has justly survived for over Addressing the enduring question of whether academic 100 years because its foundation is simple, rational, and logi- advertising theory and research has any impact upon ad- cal. The hierarchy model can continue to guide managers in vertising practice, the article conceptualizes the various planning and executing all forms of marketing communica- ways—instrumental, conceptual, and symbolic—in which tions strategies and tactics, not just advertising campaigns. advertising theory can be found relevant and put to use in Bearb, Frep K. Exploring the Use ofA d Agency Review Consultants. professional settings. No. 1, pp. 39-48. CorNWELL, T. BETTINA. See CLARK, CORNWELL, and PRUITT. The results reported in this article clearly indicate that re- Davis, JOHN. See PELTIER, SCHIBROWSKY, SCHULTZ, and Davis. lationships beginning with a consultant-managed review DonTHU, NAVEEN. See Luo and DonTHu. are neither more nor less successful, based on the adver- DontHu, NAVEEN, and Davin |. GiLLit AND. The Single Consumer. tiser’s perception of five key relational factors. No. 6, pp. 77-84. 86 JOURNAL OF ADVERTISING RESEARCH November ¢ December 2002 INDEX TO VOLUME 42: 2002 ABELMAN, Rosert. See Lin, Atkin, and Abelman. BLAIR, EDWARD. See BALDINGER, BLAIR, AND ECHAMBADI. ABERNETHY, AVERY. See CANNON, LECEKENBY, and ABERNETHY. BLOOM, HELEN. See EHRENBERG, BARNARD, KENNEDY, and BLOOM. ABERNETHY, Avery, and Davin N. LaBanp. The Customer Pulling BRONN, PEGGY Simcic. See THI@M@E, OLSON, and BRONN. Power of Different-sized Yellow Pages Advertisements. No. 3, pp. CANNON, HuGH M., JOHN D. LeckeNBy, and Avery ABERNETHY. 66-72. Evaluating Media Schedules. No. 6, pp. 33-47. Based on results of 745 yellow pages test advertisements Logic would suggest that media planners evaluate adver- run in the marketplace, it was found that larger advertise- tising schedules by assigning different values to different ments generate higher call rates, but not at an even rate. levels of advertising exposure. In practice, however, they AIKEN, DAMON. See SUKHDIAL, AIKEN, and KAHLE. have tended to ignore this approach in favor of systems ANSHUETZ, Neb. Why a Brand's Most Valuable Consumer Is the Next based on effective reach and frequency. This article pre- One It Adds. No. 1, pp. 15-21. sents a planning and evaluation system that uses the fre- The least valuable brand-buying households are always quency value approach. major contributors to volume and profit for both successful CHAUDHURI, ARJUN. How Brand Reputation Affects the Advertising— brands at one point in time and for a brand that grows over Brand Equity Link. No. 3, pp. 33-43. time. Brand reputation is the link between advertising and AssAEL, Henry, and Davib F. PottRAcK. Consumer Surveys vs. Elec- brand equity outcomes such as market share and relative tronic Measures for Single Source Data. No. 5, pp. 19-25. price, according to the results of this study of 107 brands in MRI viewing data was compared to Nielsen (NTI) ratings 41 product categories. Advertising creates brand reputa- across 84 programs to determine whether one system tion and this, in turn, creates brand equity outcomes. could serve as a single-source surrogate for the other. CHEN, Oimet. See RODGERS and CHEN. ATKIN, Davip J. See Lin, ATKIN, and ABELMAN. CHEN, QIMEI, SANDRA J. CLIFFORD, and WiLtiAmM D. We tts. Attitude BALDINGER, ALLAN L., EDWARD BLaiR, and Raj ECHAMBADI. Wity toward the Site Il: New Information. No. 2, pp. 33-45. Brands Grow. No. 1, pp. 7-14. Two follow-up studies of scales that measure attitude to- This paper examined the effects of three commonly used ward websites show that the scales remain reliable, robust behavioral measures in terms of their effects on influencing across substantial changes in websites, respondents, and market share change, on 353 brands, over a 5-year period. methods of administration. Bao, YEQING, and ALAN T. SHAO. Nonconformity Advertising toward CLARK, JOHN M., T. BeTTINA CORNWELL, and STEPHEN W. Prurrt. Teens. No 3, pp. 56-65. Corporate Stadium Sponsorships, Signaling Theory, Agency Con- A unique selling proposition though non-conformity strat- flicts, and Shareholder Wealth. No. 6, pp. 16-32. egy focuses on teens’ striving for exclusivity and unique- A detailed study of stock price changes in response to an- ness. Both field data and laboratory results show that this nouncements of major-league stadium sponsorships finds advertising strategy enhances brand perception and en- that, on average, the stock prices of stadium sponsors rose tices product trial. significantly at the time deals were inked. BARNARD, NEIL. See EHRENBERG, BARNARD, KENNEDY, and BLOOM. CLIFFORD, SANDRA J. See CHEN, CLIFFORD and WELLS. Barry, THOMAS E. In Defense of the Hierarchy of Effects: A Rejoinder CORNELISSEN, Joer P., and ANprew R. Lock. Advertising Research to Weilbacher. No. 3, pp. 44-47. and Its Influence on Managerial Practice. No. 3, pp. 50-55. The hierarchy-of-effects model has justly survived for over Addressing the enduring question of whether academic 100 years because its foundation is simple, rational, and logi- advertising theory and research has any impact upon ad- cal. The hierarchy model can continue to guide managers in vertising practice, the article conceptualizes the various planning and executing all forms of marketing communica- ways—instrumental, conceptual, and symbolic—in which tions strategies and tactics, not just advertising campaigns. advertising theory can be found relevant and put to use in Bearb, Frep K. Exploring the Use ofA d Agency Review Consultants. professional settings. No. 1, pp. 39-48. CorNWELL, T. BETTINA. See CLARK, CORNWELL, and PRUITT. The results reported in this article clearly indicate that re- Davis, JOHN. See PELTIER, SCHIBROWSKY, SCHULTZ, and Davis. lationships beginning with a consultant-managed review DonTHU, NAVEEN. See Luo and DonTHu. are neither more nor less successful, based on the adver- DontHu, NAVEEN, and Davin |. GiLLit AND. The Single Consumer. tiser’s perception of five key relational factors. No. 6, pp. 77-84. 86 JOURNAL OF ADVERTISING RESEARCH November ¢ December 2002 The authors profile the single consumer and investigate GOuLb, STEPHEN TERENCE. Simple Power Patterns in Response to Ad- how single consumers differ from their married counter- vertising. No. 6, pp. 55-68. parts on a series of marketing-specific psychographic vari- Examining a variety of studies of advertising response, the ables. Differences between those who are single by choice simple power laws which have been shown to govern re- and those who are single by circumstance are also inves- sponse to sensory and memorial in the psychological labo- tigated. ratory are shown to apply to advertising. Dou, Wenytu, ULRIK “OLLIE” NigELsoNn, and CHEE-MING TAN. Using Hatt, Bruce. A New Model for Measuring Advertising Effectiveness. Corporate Websites for Export Marketing. No. 5, pp. 105-15. No. 2, pp. 23-31. To better serve international customers through the inter- This paper develops a new theoretical model, built on re- net, exporters should strengthen their websites’ communi- cent developments in neuroscience and validated with cation or transaction capabilities by putting together the business cases, and describes how advertising really most appropriate site components. works. ECHAMBADI, Raj. See BALDINGER, BLAIR, and ECHAMBADI. ILFELD, JOHANNA S., and Russe_t S. WINER. Generating Website Traf- Epwarpbs, STEVEN M. See LAFeRLE, Eowarps, and MIZUNO. fic. No. 5, pp. 49-61. EHRENBERG, ANDREW, NeIL BARNARD, RACHEL KENNEDY, and HELEN The authors attempt to empirically determine what the Boom. Brand Advertising as Creative Publicity. No. 4, pp. 5-18. factors are that drive traffic and brand equity in the inter- Few advertisements change what the experienced con- net space. sumer thinks, feels, or does. But as publicity, advertise- KAHLE, LYNN. See SUKHDIAL, AIKEN, and KAHLE. ments maintain the brand’s salience and can at times KANso, ALI, and RICHARD A. NELSON. Advertising Localization Over- nudge it. shadows Standardization. No. 1, pp. 79-89. ErHron, Erwin, and Corin McDonarp. Media Scheduling and This study compares American and non-American subsid- Carry-over Effects: Is Adstock a Useful TV Planning Tool? No. 4, iaries in designing and implementing campaigns in two pp. 66-70. European countries. Using presumed carry-over effects of past advertising to KENNEDY, RACHEL. See EHRENBERG, BARNARD, KENNEDY, and BLOOM. substitute for fresh advertising simply eats into brand KENT, Ropert J. Second-by-Second Looks at the Television Commercial growth. Experience shows that when advertising is work- Audience. No. 1, pp. 71-78. ing, the proper thing to do is to continue advertising. Data from the expanding base of set-top boxes in digital Fox, RICHARD J. See Kwak, Fox, and ZINKHAN. cable TV systems can be used to address important con- Frisby, CYNTHIA. Reaching the Male Consumer by Way of Daytime TV cerns in television audience measurement. Soap Operas. No. 2, pp. 56-64. Kim, CHOONG-RyYUN. Identifying Viewer Segments for Television Pro- The purpose of this study was to provide clear insights into grams. No. 1, pp. 51-66. the function and meaning of television soap operas in ev- A three-step market segmentation scheme is presented that eryday life, particularly for male viewers. Results suggest utilizes the program-viewing-pattern information in target that male soap opera viewers watch daytime television audiences’ viewing, sets. because viewing makes them feel good, provides an es- Kim, JoOYOUNG. See Morris, Woo, GEASON, and Kio. cape, and helps aid in social conversations, namely with Kusumoro, Kazuya. Affinity-based Media Selection: Magazine Selec- the opposite sex. tion for Brand Message Absorption. No. 4, pp. 54-65. GEASON, JAMES A. See Morris, Woo, GEASON, and KIM. An optimizer is useful for quantitative multimedia pack- Gets, Betsy D. Market Patriotism: Advertising Dilemma. No. 1, pp. aging, but qualitative factors should be considered for 67-69. brand-centric multimedia packaging. If using a patriotic theme will distract from communicating Kwak, Hyokjin, RicHarD J. Fox, and Georce M. ZiINKHAN. What a brand's important differential advantage, the trade-off is Products Can Be Successfully Promoted and Sold via the Internet? probably not worthwhile, but if a brand lacks a vivid dif- No. 1, pp. 23-38. ferential advantage, a patriotic theme may prove wise. Internet involvement is positively related to overall inter- Geis, Betsy D. See Torres and GELB. net purchasing, but attitude toward online advertising is GILUILAND, Davip Ll. See DOoNTHU and GILLILAND. not related. Also, internet involvement is more influential November e December 2002 JOURNAL OF ADVERTISING RESEARCH 87 than attitude toward online advertising in the context of investigate the use of “interactive psychographics” to de- online purchasing of specific products and services. velop cross selling strategies. LABAND, David N. See ABERNETHY and LABAND. PELTIER, JAMES, JOHN A. SCHIBROWSKY, and Don E. ScHUuLTz. Lever- LAFERLE, CARRIE, STEVEN M. Ebwarps, and YUTAKA Mizuno. Diffusion aging Customer Information to Develop Sequential Communication oft he Internet in Japan: Cultural Considerations. No. 2, pp. 65-79. Strategies: A Case of Charitable-Giving Behavior. No. 4, pp. 23-41. Internet penetration rates and patterns of growth differ This article depicts the development of a comprehensive between the United States and Japan. American consumers model that combines attitudinal, motivational, psycho- have been faster to go online and prefer accessing the in- graphic, and behavioral data to understand interactive re- ternet from home, while Japanese consumers were initially lationships. slower and were more likely to access the internet from PoLTRACK, Davin F. See AssAet and POLTRACK. work. Prosser, Exist. How Early Can Video Revenue Be Accurately Pre- Lat, MENGKUAN. See WARDEN, Lat, and Wu. dicted? No. 2, pp. 47-55 LECKENBY, JOHN D. See CANNON, LECKENBY, and ABERNETHY. Despite the media’s fascination with opening box-office Lin, CAROLYN A., Davin J. ATKIN, and ROBERT ABELMAN. The Influ- revenue, it is the second week of theatrical revenue that is ence of Network Branding on Audience Affinitfyo r Network Tele- the best predictor of rental and sell-through video revenue. vision. No. 3, pp. 19-32. Pruitt, STEPHEN W. See CLARK, CORNWELL, and PRUITT. The ongoing proliferation of programming sources greatly RiepeseL, PAUL. Comment on “Benchmarking Advertising Efficiency” diversifies network viewing choice and may present a ba- by Xueming Luo and Naveen Donthu. No 2, p. 93. sis for viewer confusion in markets where stations While Data Envelopment Analysis (DEA) may be a worth- switched affiliation. while technique, one of the applications that is reported in Lock, ANDREW R. See CORNELISSEN and Lock. the article by Luo and Donthu makes a very questionable Luo, XUEMING, AND NAVEEN DonTHU. Response to Riedesel. No. 2, assumption. p. 94. RODGERS, SHELLEY, and KENNON SHELDON. An Improved Way to Riedesel (2002) comments that the modeling of company Characterize Internet Users. No. 5, pp. 85-94. sales and income as a function of the three types of media The Web Motivation Inventory (WMI) was developed to spending using Data Envelopment Analysis (DEA) by Luo assess four primary internet motives. The four motives and Donthu (2001) is questionable. researching, communicating, surfing and shopping— McDOona.b, COLIN. See EPHRON and McDONALD. emerged for both student and non-student samples. MIZUNO, YUTAKA. See LAFeRLE, EDwARDs, and MIZUNO. RopGers, SHELLEY, and Qimet CHEN. Post-Adoption Attitudes to Ad- Morris, JON D., CHONGMOO Woo, JAMES A. GEASON, and JOOYOUNG vertising on the Internet. No. 5, pp. 95-104. Kim. The Power of Affect: Predicting Intention. No. 3, pp. 7-17. Top executives in advertising, marketing, new media, and This robust study of over 23,000 responses to 240 adver- public relations were surveyed concerning their post- tising messages found affect is a strong predictor of atti- adoption attitude toward internet advertising. tude and planned action. SCHIBROWSKY, JOHN A. See PELTIER, SCHIBROWSKY, and SCHULTZ. NELSON, MICHELLE R. Recall of Brand Placements in Computer/Video SCHIBROWSKY, JOHN A. See PELTIER, SCHIBROWSKY, SCHULTZ, and Games. No. 2, pp. 80-92. Davis. This articie presents results of experimental studies de- SCHULTZ, DON E. See PELTIER, SCHIBROWSKY, and SCHULTZ. signed to assess game-players’ recall of and attitudes to- ScHULTZ, DON E. See PELTIER, SCHIBROWSKY, SCHULTZ, and Davis. ward brand placements within electronic games. SHAo, ALAN T. See BAO and SHAO. Netson, RicHARD A. See KANSO and NELSON. SHEEHAN, Kim Bartet. Of Surfing, Searching, and Newshounds: A Nietsen, ULRIK “OLLIE.” See Dou, Nietsen, and TAN. Typology of Internet Users’ Online Sessions. No. 5, pp. 62-71. OLSON, Erik L. See THJOMOE, OLSON, and BRONN. The most popular types of sessions include the Email Ses- O'NEILL, Harry. See TuckeL and O'NEILL. sion, where the majority of online time is spent reading PELTIER, JAMES, JOHN A. SCHIBROWSKY, DON E. SCHULTZ, and JOHN and sending email and the Mini Search Session, where the Davis. Interactive Psychographics: Cross-Selling Opportunities in majority of online time is spent searching for specific in- the Banking Industry. No. 2, pp. 7-18. formation content. This paper presents the findings from a study designed to SHELDON, KEN. See RODGERS and SHELDON. 88 JOURNAL OF ADVERTISING RESEARCH November e December 2002 STERN, BARBARA. The Importance of Being Ernest: A Tribute to Dich- WEILBACHER, WILLIAM H. Weilbacher Comments of “In Defense of the ter. No. 4, pp. 19-22. Hierarchy of Effects.” No. 3, pp. 48-49. The article is about Ernest Dichter’s legacy of motivation The author refutes each of the straw-man issues that Barry research (MR) to advertising practice and research. says Weilbacher’s 2001 paper “sets up.” By answering each SUKHDIAL, AJAY, DAMON AIKEN, and LYNN Kane. Are You Old of these issues, Weilbacher rejects Barry's critique of his School? A Scale for Measuring Sperts Fans’ Old-School Orienta- paper and questions whether Barry actually understood or tion. No. 4, pp. 71-81. even read Weilbacher’s article. A primary goal of sports marketers is to engender fan iden- We tts, WILLIAM D. See CHen, Cuirrorp, and WELLS. tification with a team and /or its athletes. This study inves- WILSON, ELIZABETH J. See Woopsipe and WILSON. tigates a unique value dimension along which fans identify WINER, Russet. See ILFELD and WINER. with teams and athletes—the old school-new school Woo, CHOONGMOO. See Morris, Woo, GEASON, and Kim. dimension. Wooopsipe, Arcu G., and Evizasetu J. Wiison. Respondent Inaccu TAN, CHEE-MING. See Dou, NIELSEN, and TAN. racy. No 5, pp. 7-18. Taytor, CHARLES R. What Is Wrong with International Advertising? The inaccurate nonbuyer is a respondent who reports buy- No. 6, pp. 48-54. ing but, in fact, did not buy. Respondent inaccuracy may Recent literature falls short both in terms of advancing our be manifested as a result of two different cognitive pro- theoretical understanding of international advertising and cesses—telescoping and projecting. in providing information that might help managers make Wu, WANN-YIH. See WARDEN, Lal, and Wu. better decisions. This article identifies common problems YOUNG, CHARLES. Brain Waves, Picture Sorts, ® and Branding Mo that have hindered advancement of knowledge in this area ments. No. 4, pp. 42-53. and provides suggested directions for future research on This paper shows that brain-wave measurements and pic- international advertising topics. ture sorts® measure two fundamentally different aspects THiomor, HANS MATHIAS, Erik L. OLSON, and PEGGY SiMciC BRONN. of how TV advertising works. Decision-making Processes Surrounding Sponsorship Activities. ZHANG, WEIIONG. See ZHOU, ZHANG, and VERTINSKY. No. 6, pp. 6-15. ZHOU, DONSHENG, WEWIONG ZHANG, and ILAN VerTINSKy. Advertis This paper describes the findings from a sample of large ing Trends in Urban China. No. 3, pp. 73-81. Norwegian businesses on how they define sponsorship, The Chinese advertising market has expanded in the past how much they spend and where, why they sponsor, and decade at an average annual rate of over 40 percent. The how they mange their sponsorship activities. sustainability of such a rapid growth and the effectiveness Torres, IVONNE M., and Betsy D. Gets. Hispanic-targeted Advertis- of advertisements depend, in part, on the general attitudes ing: More Sales? No. 6, pp. 69-75. of the public toward advertising. This study tests the idea that for companies spending sig- ZINKHAN, GEORGE M. See Kwak, Fox, and ZINKHAN. nificant dollars advertising in Hispanic media, the per- Book Reviews dollar payoff for increasing spending in those media ex- Grew, Betsy: Small-Scale Research by Peter T. Knight. No. 4, p. 82. ceeds a parallel payoff for increasing the total advertising LIVINGSTON, SHARON. Qualitative Market Research: A Comprehensive budget. Guide by Hy Mariampotski. No. 1, p. 90. TuckeL, Perer, and Harry O’Newe. The Vanishing Respondent in Princie, Lewis. The Ultimate Secrets of Advertising by Joun PHiuir Telephone Surveys. No. 5, pp. 27-48. Jones. No. 5, ps. 117. This paper considers recent changes in the two major com- Watts, Marityn. Marketing to the Mindset of Boomers and Their ponents of nonresponse in telephone surveys: noncontact Elders by Carnot. MORGAN and Doran J. Levy. No. 6, p. 85. and unwillingness to participate in an interview. Editorials by Arthur J. Kover VERTINSKY, ILAN. See ZHOU, ZHANG, and VERTINSKY. A Bounty of Diversity. No. 3, p. 5 WarbDeN, Crype A., MENGKUAN Lal, and WANN-YiIH Wu. How Decisions. No. 6, p. 5 Worldwide Is Marketing Communication on the World Wide Web? A Question about Brands. No. 1, p. 5. No. 5, pp. 72-84. Readability. No. 2, p. 5. This research explores whether English or the local language A Voice Crying in the Wilderness? No. 5, p. 5. is more effective in a firm’s product over the web. What Does Advertising Do? No. 4, p. 5. November e December 2002 JOURNAL OF ADVERTISING RESEARCH so