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Table of Contents

01 March 2015; volume 55, issue 1

Letter from the CEO

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

Editor's Desk

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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

Speaker's Box

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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

Lessons

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    Navigating the Peer-Review Process: Reviewers' Suggestions for a ManuscriptFactors Considered before a Paper Is Accepted or Rejected for the Journal of Advertising Research
    Karen Robson, Leyland Pitt, Douglas C. West
    Journal of Advertising Research Mar 2015, 55 (1) 9-17; DOI: 10.2501/JAR-55-1-009-017

Numbers, Please

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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

Articles

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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

How Word of Mouth Works in Advertising

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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
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