Table of Contents

Articles

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  How Moment-to-Moment EEG Measures Enhance Ad Effectiveness EvaluationPeak Emotions during Branding Moments As Key Indicators

  Tomaž Kolar, Zenel Batagelj, Ismir Omeragić, Melika Husić-Mehmedović

  Journal of Advertising Research Dec 2021, 61 (4) 365-381; DOI: 10.2501/JAR-2021-014
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  Is Native Advertising Effective for Corporate Social Responsibility Messaging?How Advertising Recognition Affects Consumer Responses to Proactive versus Reactive CSR

  Linwan Wu, Holly Overton

  Journal of Advertising Research Dec 2021, 61 (4) 382-396; DOI: 10.2501/JAR-2020-019
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  Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV AdvertisingHow Animation vs. Rotoscoping vs. Live Action Drive Perceptions and Attitudes toward Drugs

  Amie C. O’Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, Nicole Mack

  Journal of Advertising Research Dec 2021, 61 (4) 397-413; DOI: 10.2501/JAR-2021-016
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  How the Brand–Endorser Origin Shapes Brand Attitudes and Purchase IntentionsAssessing Ethnocentric versus Xenocentric Mindsets And Their Impact on Messaging Persuasion

  Dave D. G. Centeno

  Journal of Advertising Research Dec 2021, 61 (4) 414-435; DOI: 10.2501/JAR-2021-006
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  How to Use a Spokesperson’s Smile EffectivelySmile Intensity, Consumer Self-Construal, And Brand Relationship Determine Ad Effectiveness

  Chun-Tuan Chang, Hsiao-Ching Lee, Yu-Kang Lee, Hui-Wen Chang

  Journal of Advertising Research Dec 2021, 61 (4) 436-455; DOI: 10.2501/JAR-2021-015
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  Can Marijuana Counter-Marketing Prevent Underage Use?Analyzing Youth Response to Colorado’s “Don’t Be a Lab Rat” Campaign

  Mike Sukle, Dan Schultz, Andrew J. Czaplewski, Thomas Martin Key

  Journal of Advertising Research Dec 2021, 61 (4) 456-471; DOI: 10.2501/JAR-2021-019