Table Of Content

INDEX TO VOLUME 36 OF THE JOURNAL OF ADVERTISING Amato, Christie H. See Cara Peters. Dolnicar, Sara, and Yolanda Jordaan. “A Market-Oriented Ap- An, Soontae, and Lori Bergen. “Advertiser Pressure on Daily proach to Responsibly Managing Information Privacy Con- Newspapers: A Survey of Advertising Sales Executives,” cerns in Direct Marketing,” 36, 2 (Summer), 123-149. 36, 2 (Summer), 111-121. Dorsch, Michael J. See Stephen J. Grove. Angelini, James R. See Samuel D. Bradley. Eagle, Lynne. “Commercial Media Literacy: What Does It Becker-Olsen, Karen. See Kirk L. Wakefield. Do, to Whom and Does It Matter?” 36, 2 (Summer), Bergen, Lori. See Soontae An. 101-110. Beverland, Michael, Francis Farrelly, and Zeb Woodhatch. “Ex- Eighmey, John, and Sela Sar. “Harlow Gale and the Origins of the ploring the Dimensions of Proactivity Within Advertising Psychology of Advertising,” 36, 4 (Winter), 147-158. Agency—Client Relationships,” 36, 4 (Winter), 49-60. Eng, Li Li, and Hean Tat Keh. “The Effects of Advertising and Bolls, Paul D., and Darrel D. Muehling. “The Effectso fD ual-Task Brand Value on Future Operating and Market Performance,” Processing on Consumers’ Responses to High- and Low-Im- 36, 4 (Winter), 91-100. agery Radio Advertisements,” 36, 4 (Winter), 35—47. Faber, Ronald J. See Mira Lee. Bradley, Samuel D., James R. Angelini, and Sungkyoung Lee. Farrelly, Francis. See Michael Beverland. “Psychophysiological and Memory Effects of Negative Po- Finn, Adam. See Rafi M.M.I. Chowdhury. litical Ads: Aversive, Arousing, and Well Remembered,” Folse, Judith Anne Garretson. See Stacy Landreth Grau. 36, 4 (Winter), 115-127. Germain, Richard. See Nancy Spears. Briggs, Elten. See Ivonne M. Torres. Grau, Stacy Landreth, and Judith Anne Garretson Folse. “Cause- Biischken, Joachim. “Determinants of Brand Advertising Ef- Related Marketing (CRM): The Influence of Donation ficiency: Evidence from the German Car Market,” 36, 3 Proximity and Message-Framing Cues on the Less-Involved (Fall), 51-73. Consumer,” 36, 4 (Winter), 19-33. Calder, Bobby J. See Edward C. Malthouse. Grove, StephenJ. , Les Carlson, and Michael J. Dorsch. “Compar- Cannon, Hugh M.,J . Alexander Smith, and David L. Williams. ing the Application of Integrated Marketing Communica- “A Data-Overlay Approach to Synthesizing Single-Source tion (IMC) in Magazine Ads Across Product Type and Time,” Data,” 36, 4 (Winter), 7-18. 36, 1 (Spring), 37-54. Carlson, Les. See Stephen J. Grove. Harris, Fiona. See Louise M. Hassan. Caruana, Albert. See Arien Strasheim. Hassan, Louise M., Gianfranco Walsh, Edward M.K. Shiu, Ge- Chang, Chingching. “Diagnostic Advertising Content and Indi- rard Hastings, and Fiona Harris. “Modeling Persuasion in vidual Differences: Testing a Resource-Matching Perspective Social Advertising: A Study of Responsible Thinking in with a Taiwanese Sample,” 36, 3 (Fall), 75-84. Antismoking Promotion in Eight Eastern EU (European . “The Relative Effectiveness of Comparative and Non- Union) Member States,” 36, 2 (Summer), 15-31. comparative Advertising: Evidence for Gender Differ- Hastings, Gerard. See Louise M. Hassan. ences in Information-Processing Strategies,” 36, 1 (Spring), Heiser, Robert S. See Ivonne M. Torres. 21-35. Heo, Kwangjun. See Xiaoli Nan. Chen, Qimei. See Fuyuan Shen. Hollenbeck, Candice R. See Cara Peters. Choi, Sejung Marina, and Wei-Na Lee. “Understanding the Hopkins, Christopher D. See Kevin J. Shanahan. Impact of Direct-to-Consumer (DTC) Pharmaceutical Ad- Huh, Jisu, and Rita Langteau. “Presumed Influence of Direct-to- vertising on Patient—Physician Interactions: Adding the Consumer (DTC) Prescription Drug Advertising on Patients: Web to the Mix,” 137-149. The Physician’s Perspective,” 36, 3 (Fall), 151-172. Chowdhury, Rafi M.M.I., Adam Finn, and G. Douglas Olsen. Hyman, Michael R. See Michael J. Polonsky. “Investigating the Simultaneous Presentation of Advertising Jordaan, Yolanda. See Sara Dolnicar. and Television Programming,” 36, 3 (Fall), 85-96. Keh, Hean Tat. See Li Li Eng. Ci, Cunhyeong. See Dongyoung Sohn. Kellaris, James J. See Thomas W. Cline. Cline, Thomas W., and James J. Kellaris. “The Influence of Kim, Jooyoung, and Jon D. Morris. “The Power of Affective Humor Strength and Humor—Message Relatedness on Ad Response and Cognitive Structure in Product-Trial Attitude Memorability: A Dual Process Model,” 36, 1 (Spring), Formation,” 36, 1 (Spring), 95-106. 55-67. Langteau, Rita. See Jisu Huh. Cornwell, T. Bettina. See Kirk L. Wakefield. Lee, Byoungkwan, Charles T. Salmon, and Hye-Jin Paek. “The Coulter, Keith S., and Girish N. Punj. “Understanding the Role Effects of Information Sources on Consumer Reactions to of Idiosyncratic Thinking in Brand Attitude Formation: The Direct-to-Consu(mDeTCr) Prescription Drug Advertising,” Dual Interference Model,” 36, 1 (Spring), 7-20 36, 1 (Spring), 107-119. Journal of Advertising, vol. 36, no. 4 (Winter 2007), pp. 159-160 © 2007 American Academy of Advertising. All rights reserved ISSN 0091-3367 / 2007 $9.50 + 0.00 160 The Journal of Advertising Lee, Byung-Kwan. See Dongyoung Sohn. Shabbir, Haseeb, and Des Thwaites. “The Use of Humor to Mask Lee, Mira, and Ronald J. Faber. “Effects of Product Placement Deceptive Advertising: It’s No Laughing Matter,” 36, 2 in On-line Games on Brand Memory: A Perspective of the (Summer), 75-85. Limited-Capacity Model of Attention,” 36, 4 (Winter), Shanahan, Kevin J., and Christopher D. Hopkins. “Truths, Half- 75-90. Truths, and Deception: Perceived Social Responsibility Lee, Sungkyoung. See Samuel D. Bradley. and Intent to Donate for a Nonprofit Using Implicature, Lee, Wei-Na. See Sejung Marina Choi. Truth, and Duplicity in Print Advertising,” 36, 2 (Sum- Mallinckrodt, Victoria, and Dick Mizerski. “The Effects of Play- mer), 33-48. ing an Advergame on Young Children’s Perceptions, Prefer- Sheehan, Kim Bartel. “Direct-to-Consu(mDeTCr) Branded Drug ences, and Requests,” 36, 2 (Summer), 87—100. Web Sites: Risk Presentation and Implications for Public Malthouse, Edward C., Bobby J. Calder, and Ajit Tamhane. Policy,” 36, 3 (Fall), 123-135. “The Effects of Media Context Experiences on Advertising . “Focus on Research: Direct-to-Consu(mDeTrC) Adver- Effectiveness,” 36, 3 (Fall), 7-18. tising: Introduction,” 36, 3 (Fall), 121. Mizerski, Dick. See Victoria Mallinckrodt. Shen, Fuyuan, and Qimei Chen. “Contextual Priming and Ap- Moorman, Marjolein, Peter C. Neijens, and Edith G. Smit. “The plicability: Implications for Ad Attitude and Brand Evalu- Effects of Program Involvement on Commercial Exposure ations,” 36, 1 (Spring), 69-80. and Recall in a Naturalistic Setting,” 36, 1 (Spring), Shiu, Edward M.K. See Louise M. Hassan. 121-137. Sierra, Jeremy J. See lvonne M. Torres. Morris, Jon D. See Jooyoung Kim. Smit, Edith G. See Marjolein Moorman. Muehling, Darrel D. See Paul D. Bolls. Smith,J . Alexander. See Hugh M. Cannon. Mufiz, Albert M., Jr., and Hope Jensen Schau. “Vigilante Mar- Sohn, Dongyoung, Cunhyeong Ci, and Byung-Kwan Lee. keting and Consumer-Created Communications,” 36, 3 “The Moderating Effects of Expectation on the Patterns (Fall), 35-50. of the Interactivity—Attitude Relationship,” 36, 3 (Fall), Nan, Xiaoli, and Kwangjun Heo. “Consumer Responses to Cor- 109-119. porate Social Responsibility (CSR) Initiatives: Examining Spears, Nancy, and Richard Germain. “1900-2000 in Review: the Role of Brand-Cause Fit in Cause-Related Marketing,” The Shifting Role and Face of Animals in Print Advertise- 36, 2 (Summer), 63-74. ments in the Twentieth Century,” 36, 3 (Fall), 19-33. Neijens, Peter C. See Marjolein Moorman. Strasheim, Arien, Leyland Pitt, and Albert Caruana. “Psychometric Noble, Stephanie M. See Joanna Phillips. Properties of the Schlinger Viewer Response Profile (VRP): Olsen, G. Douglas. See Rafi M.M.I. Chowdhury. Evidence from a Large Sample,” 36, 4 (Winter), 101-114. Paek, Hye-Jin. See Byoungkwan Lee. Tamhane, Ajit. See Edward C. Malthouse. Peters, Cara, Christie H. Amato, and Candice R. Hollenbeck. Thwaites, Des. See Haseeb Shabbir. “An Exploratory Investigation of Consumers’ Perceptions Torres, Ivonne M., and Elten Briggs. “Identification Effects on of Wireless Advertising,” 36, 4 (Winter), 129-145. Advertising Response: The Moderating Role of Involve- Phillips, Joanna, and Stephanie M. Noble. “Simply Captivating: ment,” 36, 3 (Fall), 97-108. Understanding Consumers’ Attitudes Toward the Cinema , Jeremy J. Sierra, and Robert S. Heiser. “The Effects of as an Advertising Medium,” 36, 1 (Spring), 81-94. Warning-Label Placement in Print Ads: A Social Contract Pitt, Leyland. See Arien Strasheim. Perspective,” 36, 2 (Summer), 49-62. Polonsky, Michael J., and Michael R. Hyman. “A Multiple Wakefield, Kirk L., Karen Becker-Olsen, and T. Bettina Corn- Stakeholder Perspective on Responsibility in Advertising,” well. “I Spy a Sponsor: The Effects of Sponsorship Level, 36, 2 (Summer), 5—13. Prominence, Relatedness, and Cueing on Recall Accuracy, Punj, Girish N. See Keith S. Coulter. 36, 4 (Winter), 61-74. Salmon, Charles T. See Byoungkwan Lee. Walsh, Gianfranco. See Louise M. Hassan. Sar, Sela. See John Eighmey. Williams, David L. See Hugh M. Cannon. Schau, Hope Jensen. See Albert M. MufiizJ,r . Woodhatch, Zeb. See Michael Beverland.