Table of Contents

Articles

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  What Do Consumers Do Emotionally with Advertising?

  Wendy Gordon

  Journal of Advertising Research Mar 2006, 46 (1) 2-10; DOI: 10.2501/S0021849906060028
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  Subaru: The Emotional Myths Behind the Brand's Growth

  Sal Randazzo

  Journal of Advertising Research Mar 2006, 46 (1) 11-17; DOI: 10.2501/S002184990606003X
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  How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising

  Karolien Poels, Siegfried Dewitte

  Journal of Advertising Research Mar 2006, 46 (1) 18-37; DOI: 10.2501/S0021849906060041
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  Measuring Emotion—Lovemarks, The Future Beyond Brands

  John Pawle, Peter Cooper

  Journal of Advertising Research Mar 2006, 46 (1) 38-48; DOI: 10.2501/S0021849906060053
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  Reconsidering Recall and Emotion in Advertising

  Abhilasha Mehta, Scott C. Purvis

  Journal of Advertising Research Mar 2006, 46 (1) 49-56; DOI: 10.2501/S0021849906060065
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  Memory Change: An Intimate Measure of Persuasion

  Kathryn A. Braun-Latour, Gerald Zaltman

  Journal of Advertising Research Mar 2006, 46 (1) 57-72; DOI: 10.2501/S0021849906060077
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  Effects of Advertising Likeability: A 10-Year Perspective

  Edith G. Smit, Lex van Meurs, Peter C. Neijens

  Journal of Advertising Research Mar 2006, 46 (1) 73-83; DOI: 10.2501/S0021849906060089
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  Persuasive Talk: Is It What You Say or How You Say It?

  Henry C. Boyd

  Journal of Advertising Research Mar 2006, 46 (1) 84-92; DOI: 10.2501/S0021849906060090
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  Using Viewer Attitudes to Evaluate TV Program Effectiveness

  Henry Assael, David F. Poltrack

  Journal of Advertising Research Mar 2006, 46 (1) 93-101; DOI: 10.2501/S0021849906060107
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  The Demographic and Psychographic Antecedents of Attitude toward Advertising

  Mohan J. Dutta-Bergman

  Journal of Advertising Research Mar 2006, 46 (1) 102-112; DOI: 10.2501/S0021849906060119
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  Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful?

  R. Bruce Money, Terence A. Shimp, Tomoaki Sakano

  Journal of Advertising Research Mar 2006, 46 (1) 113-123; DOI: 10.2501/S0021849906060120
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  The Role of Account Planning in U.S. Agencies

  Margaret Morrison, Eric Haley

  Journal of Advertising Research Mar 2006, 46 (1) 124-131; DOI: 10.2501/S0021849906060132