Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
    • Podcast
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • How Can Advertisers Leverage AI and Generative AI?
    • Past Calls
  • Research Priorities
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
    • Podcast
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • How Can Advertisers Leverage AI and Generative AI?
    • Past Calls
  • Research Priorities
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

Table of Contents

01 December 2021; volume 61, issue 4

Editor’s Desk

  • You have accessRestricted access
    Broadened JAR Focus to Support Advertising Practitioners and ScholarsA Reflection of Evolving Marketing And Research Directions
    John B. Ford
    Journal of Advertising Research Dec 2021, 61 (4) 363-364; DOI: 10.2501/JAR-2021-018

Articles

  • You have accessRestricted access
    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
  • You have accessRestricted access
    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
  • You have accessRestricted access
    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
  • You have accessRestricted access
    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
  • You have accessRestricted access
    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
  • You have accessRestricted access
    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
Back to top
PreviousNext

In this issue

Journal of Advertising Research: 61 (4)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • Index by author

Sign up for alerts

Jump to

  • Editor’s Desk
  • Articles
Manage Table of content Alerts
  • Most Read
  • Most Cited
Loading
  • When Brands Go Dark: A Replication and Extension
  • Do Billboard Advertisements Drive Customer Retention?
  • When Brands Go Dark
  • The Power of “Like”
  • What Do We Know About Celebrity Endorsement in Advertising?
More...

© 2023 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use