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
págs. 286-290
Agent decision making: Understanding and predicting the preferences of others
Christina L. Brown, Patricia M. West
pág. 291
págs. 292-298
A re-examination of relative persuasiveness of comparative and noncomparative advertising
Michael J. Barone, Paul W. Miniard
págs. 299-303
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
pág. 331
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
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
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