J Adv
Introduction
Journal of Advertising, 49(2)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
Seeing with the Customer’s Eye: Exploring the Challenges and Opportunities of AR Advertising
—Ko de Ruyter, Jonas Heller, Tim Hilken, Matthew Chylinski, Debbie I. Keeling & Dominik Mahr
How Downplaying Product Greenness Affects Performance Evaluations: Examining the Effects of Implicit and Explicit Green Signals in Advertising
—Bryan Usrey, Dayananda Palihawadana, Charalampos Saridakis & Aristeidis Theotokis
Congruence and Incongruence in Thematic Advertisement–Medium Combinations: Role of Awareness, Fluency, and Persuasion Knowledge
—Claas Christian Germelmann, Jean-Luc Herrmann, Mathieu Kacha & Peter R. Darke
Looks Heavy to Me! The Effects of Product Shadows on Heaviness Perceptions and Product Preferences
—Nazuk Sharma & Marisabel Romero
Big Star Undercover: The Reinforcing Effect of Attenuated Celebrity Endorsers’ Faces on Consumers’ Brand Memory
—Yongdan Liu & Matthew Tingchi Liu
The Importance and Use of Normative Criteria to Manipulate Argument Quality
—Hans Hoeken, Jos Hornikx & Yvette Linders
Daddy Dearest: The Influence of Paternal Investment on Attitude toward the Advertisement
—Kelly O. Cowart