Table of Contents

Articles

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  The Myth of Targeting Small, But Loyal Niche AudiencesDouble-Jeopardy Effects In Digital-Media Consumption

  Harsh Taneja

  Journal of Advertising Research Sep 2020, 60 (3) 239-250; DOI: 10.2501/JAR-2019-037
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  Why Do People Choose To Multitask with Media?The Dimensions of Polychronicity as Drivers Of Multiple Media Use—A User Typology

  Helen R. Robinson, Stavros P. Kalafatis

  Journal of Advertising Research Sep 2020, 60 (3) 251-270; DOI: 10.2501/JAR-2019-045
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  How Do Generational Differences Drive Response to Social-Issue Ads?The Effect of Value Orientations Across Generations in the U.S.

  Yoon-Joo Lee, Eric Haley

  Journal of Advertising Research Sep 2020, 60 (3) 271-289; DOI: 10.2501/JAR-2019-013
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  Managerial–Consumer Eco-Harmful Media Perceptions and Eco-Conscious AttitudesUnderstanding the Context Within Green Media

  Claudia A. Rademaker, Marla Royne Stafford, Mikael Andéhn

  Journal of Advertising Research Sep 2020, 60 (3) 290-304; DOI: 10.2501/JAR-2019-014
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  The Relationship between Competitive Pricing and Direct-to-Consumer AdvertisingHow to Manage DTC Advertising of Rx Drugs In an Integrated Marketing Mix Strategy

  Abhik Roy, Mary E. Schramm

  Journal of Advertising Research Sep 2020, 60 (3) 305-323; DOI: 10.2501/JAR-2019-025
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  Quantifying the Advertising-Creativity Assessments of Consumers Versus Advertising ProfessionalsDoes It Matter Whom You Ask?

  Erik Modig, Micael Dahlen

  Journal of Advertising Research Sep 2020, 60 (3) 324-336; DOI: 10.2501/JAR-2019-009
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  Do Your Ads Talk Too Fast To Your Audio Audience?How Speech Rates of Audio Commercials Influence Cognitive and Physiological Outcomes

  Emma Rodero

  Journal of Advertising Research Sep 2020, 60 (3) 337-349; DOI: 10.2501/JAR-2019-038