Current Issue Summary
Sept 2020 (Vol. 60, Issue 3):

Editor’s Desk
60 Robust Years of Advertising Research, and Counting

FEATURE ARTICLES

The Myth of Targeting Small, but Loyal Niche Audiences: Double-Jeopardy Effects in Digital-Media Consumption

Why Do People Choose to Multitask with Media? The Dimensions of Polychronicity as Drivers of Multiple Media Use – A User Typology

How Do Generational Differences Drive Response to Social-Issue Ads? The Effect of Value Orientations across Generations in the U.S.

Managerial-Consumer Eco-Harmful Media Perceptions and Eco-Conscious Attitudes: Understanding the Context within Green Media

The Relationship between Competitive Pricing and Direct-to-Consumer Advertising: How to Manage DTC Advertising of Rx Drugs in an Integrated Marketing Mix Strategy

Quantifying the Advertising-Creativity Assessments of Consumers versus Advertising Professionals: Does It Matter Whom You Ask?

Do Your Ads Talk Too Fast to Your Audio Audience? How Speech Rates of Audio Commercials Influence Cognitive and Physiological Outcomes