Journal of Advertising Research: 55 (1)

01 March 2015; volume 55, issue 1

Letter from the CEO

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The Future Is Here
Journal of Advertising Research Mar 2015, 55 (1) i; DOI: 10.2501/JAR-55-1-00i-00i

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How Word of Mouth Works in Advertising
Geoffrey Precourt

Journal of Advertising Research Mar 2015, 55 (1) 2-3; DOI: 10.2501/JAR-55-1-002-003

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I Love Creative AdvertisingWhat It Is, When to Call for It, And How to Achieve It
Scott Koslow

Journal of Advertising Research Mar 2015, 55 (1) 5-8; DOI: 10.2501/JAR-55-1-005-008

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Digital Word of Mouth And Its Offline AmplificationA Holistic Approach to Leveraging And Amplifying All Forms of WOM
Gian M. Fulgoni, Andrew Lipsman

Journal of Advertising Research Mar 2015, 55 (1) 18-21; DOI: 10.2501/JAR-55-1-018-021

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Who Decides What to Watch on TV at Home? Insights from People-Meter Data in MexicoMeasuring Co-Viewing and Preference Influences To Help Broadcasters Promote Programming
José-Domingo Mora, Robert Krider, Jason Ho

Journal of Advertising Research Mar 2015, 55 (1) 22-36; DOI: 10.2501/JAR-55-1-022-036
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Consumer Reactions to Intrusiveness Of Online-Video AdvertisementsDo Length, Informativeness, and Humor Help (or Hinder) Marketing Outcomes?
Kendall Goodrich, Shu Z. Schiller, Dennis Galletta

Journal of Advertising Research Mar 2015, 55 (1) 37-50; DOI: 10.2501/JAR-55-1-037-050
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How Do Consumers Respond To Storylines in Television Advertisements?A Principal-Components Analysis Tool Helps Decipher Moment-to-Moment Evaluations
Jennifer L. Burton, Leigh McAlister, Wayne D. Hoyer

Journal of Advertising Research Mar 2015, 55 (1) 51-61; DOI: 10.2501/JAR-55-1-051-061

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E-Word of Mouth: Early Predictor Of Audience EngagementHow Pre-Release “E-WOM” Drives Box-Office Outcomes of Movies
C. Samuel Craig, William H. Greene, Anthony Versaci

Journal of Advertising Research Mar 2015, 55 (1) 62-72; DOI: 10.2501/JAR-55-1-062-072
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How Do Teaser Advertisements Boost Word of Mouth about New Products?For Consumers, the Future Is More Exciting Than the Present
Helge Thorbjørnsen, Paul Ketelaar, Jonathan van 't Riet, Micael Dahlén

Journal of Advertising Research Mar 2015, 55 (1) 73-80; DOI: 10.2501/JAR-55-1-073-080
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How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online?A Model for Predicting Consumer Attitudes and Intentions to Use Digital Information Products
Colleen P. Kirk, Larry Chiagouris, Vishal Lala, Jennifer D. E. Thomas

Journal of Advertising Research Mar 2015, 55 (1) 81-94; DOI: 10.2501/JAR-55-1-081-094
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How Credible is E-Word of Mouth Across Digital-Marketing Channels?The Roles of Social Capital, Information Richness, and Interactivity
Shalom Levy, Yaniv Gvili

Journal of Advertising Research Mar 2015, 55 (1) 95-109; DOI: 10.2501/JAR-55-1-095-109