Contents: Preface. D.W. Stewart, Introduction. Part I: Historical and Contemporary Perspectives on Advertising Research.J.C. Maloney, The First 90 Years of Advertising Research. G.J. Tellis, Modeling the Effectiveness of Advertising in Contemporary Markets: Research Findings and Opportunities. Part II: Attention Processes in the Response to Advertising.B.S. Tolley, L. Bogart, How Readers Process Newspaper Advertising. C. Pechmann, D.W. Stewart, The Psychology of Comparative Advertising. R.W. Olshavsky, Attention as an Epiphenomenon: Some Implications for Advertising. J. Meyers-Levy, Gender Differences in Cortical Organization: Social and Biochemical Antecedents and Advertising Consequences. Part III: Advertising and the Processes of Attitude Formation and Change.T.B. Heath, G.J. Gaeth, Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systematic Model. S.E. Middlestadt, M. Fishbein, D.K-S. Chan, The Effect of Music on Brand Attitudes: Affect- or Belief-Based Change? L.A. Brannon, T.C. Brock, Test of Schema Correspondence Theory of Persuasion: Effects of Matching an Appeal to Actual, Ideal, and Product "Selves." J.J. Wheatley, G. Brooker, Music and Spokesperson Effects on Recall and Cognitive Response to a Radio Advertisement. Part IV: Affect and Advertising.M.P. Gardner, Responses to Emotional and Informational Appeals: The Moderating Role of Context-Induced Mood States. B.G. Englis, The Role of Affect in Political Advertising: Voter Emotional Responses to the Nonverbal Behavior of Politicians. Part V: Advertising Price.R.M. Schindler, How to Advertise Price. Part VI: Advertising and Health.M. Slater, J. Flora, Is Health Behavior Consumer Behavior? Health Behavior Determinants, Audience Segmentation, and Designing Media Health Campaigns. E.M. Clark, T.C. Brock, Warning Label Location, Advertising, and Cognitive Responding. L. Percy, M.R. Lautman, Advertising, Weight Loss, and Eating Disorders.
