Current Issue Summary
December 2021 (Vol. 61, Issue 4):

Editor’s Desk
Broadened JAR Focus to Support Advertising Practitioners and Scholars: A Reflection of Evolving Marketing and Research Directions

FEATURE ARTICLES

How Moment-to-Moment EEG Measures Enhance Ad Effectiveness Evaluation: Peak Emotions during Branding Moments as Key Indicators

Is Native Advertising Effective for Corporate Social Responsibility Messaging? How Advertising Recognition Affects Consumer Responses to Proactive versus Reactive CSR

Effects of Animation and Rotoscoping in Direct-to-Consumer Rx TV Advertising: How Animation vs. Rotoscoping vs. Live Action Drive Perceptions and Attitudes toward Drugs

How the Brand–Endorser Origin Shapes Brand Attitudes and Purchase Intentions: Assessing Ethnocentric versus Xenocentric Mindsets and Their Impact on Messaging Persuasion

How to Use a Spokesperson’s Smile Effectively: Smile Intensity, Consumer Self-Construal, and Brand Relationship Determine Ad Effectiveness

Can Marijuana Counter-Marketing Prevent Underage Use? Analyzing Youth Response to Colorado’s “Don’t Be a Lab Rat” Campaign