Table of Contents

Articles

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  The Value of ListeningHeeding the Call of the Snuggie

  David Wiesenfeld, Kristin Bush, Ronjan Sikdar

  Journal of Advertising Research Mar 2010, 50 (1) 16-20; DOI: 10.2501/S0021849910091130
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  The Power of AtlasWhy In-Store Shopping Behavior Matters

  Jacob Suher, Herb Sorensen

  Journal of Advertising Research Mar 2010, 50 (1) 21-29; DOI: 10.2501/S0021849910091142
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  Putting Listening to WorkThe Essentials of Listening

  Stephen D. Rappaport

  Journal of Advertising Research Mar 2010, 50 (1) 30-41; DOI: 10.2501/S0021849910091154
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  Can Old Media Enhance New Media?How Traditional Advertising Pays off for an Online Social Network

  Markus Pfeiffer, Markus Zinnbauer

  Journal of Advertising Research Mar 2010, 50 (1) 42-49; DOI: 10.2501/S0021849910091166
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  Financial Markets and MarketingThe Tradeoff between R&D and Advertising During an Economic Downturn

  Surinder Tikoo, Ahmed Ebrahim

  Journal of Advertising Research Mar 2010, 50 (1) 50-56; DOI: 10.2501/S0021849910091178
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  Changes in Social Values in the United States: 1976–2007“Self-Respect” Is on the Upswing as “A Sense of Belonging” Becomes Less Important

  Eda Gurel-Atay, Guang-Xin Xie, Johnny Chen, Lynn Richard Kahle

  Journal of Advertising Research Mar 2010, 50 (1) 57-67; DOI: 10.2501/S002184991009118X
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  Cost Per SecondThe Relative Effectiveness of 15- and 30-Second Television Advertisements

  Kate Newstead, Jenni Romaniuk

  Journal of Advertising Research Mar 2010, 50 (1) 68-76; DOI: 10.2501/S0021849910091191
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  Art for the Sake of the CorporationAudi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen Help Explore the Effect of Sponsorship on Corporate Reputations

  Manfred Schwaiger, Marko Sarstedt, Charles R. Taylor

  Journal of Advertising Research Mar 2010, 50 (1) 77-90; DOI: 10.2501/S0021849910091208
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  What's Up?Exploring Upper and Lower Visual Field Advertising Effects

  Kendall Goodrich

  Journal of Advertising Research Mar 2010, 50 (1) 91-106; DOI: 10.2501/S002184991009121X