Journal of advertising

• 

  Año 2004, Vol. 33, Número 1

  • FROM THE EDITOR

    Russell N. Laczniak

    pág. 5

    

  • AROUSAL, MEMORY, AND IMPRESSION-FORMATION EFFECTS OF ANIMATION SPEED IN WEB ADVERTISING

    S. Shyam Sundar, Sriram Kalyanaraman

    págs. 7-17

    

  • BRAND USAGE AND GENDER AS MODERATORS OF THE POTENTIAL DECEPTION ASSOCIATED WITH PARTIAL COMPARATIVE ADVERTISING

    Michael J. Barone, Kay M. Palan, Paul W. Miniard

    págs. 19-28

    

  • CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive

    Hairong Li, Carrie S. Trimble, Nora J. Rifon, Sejung Marina Choi

    págs. 30-42

    

  • THE ROLE OF DISGUST AS AN EMOTIONAL MEDIATOR OF ADVERTISING EFFECTS

    Elnora W. Stuart, Terence A. Shimp

    págs. 43-53

    

  • THE INFLUENCE OF VIRTUAL DIRECT EXPERIENCE (VDE) ON ON-LINE AD MESSAGE EFFECTIVENESS

    David A. Griffith, Qimei Chen

    págs. 55-68

    

  • THE EFFECT OF PROVOCATION IN THE FORM OF MILD EROTICA ON ATTITUDE TO THE AD AND CORPORATE IMAGE

    Kevin E. Voges, Nigel K. Ll. Pope, Mark R. Brown

    págs. 69-82

    

  • THE INTERPLAY OF PRODUCT CLASS KNOWLEDGE AND TRIAL EXPERIENCE IN ATTITUDE FORMATION

    Mark R. Chingching Chang

    págs. 83-92