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September 2010Volume 50, No. 3
JOURNAL OF ADVERTISING RESEARCH THE MULTI-CULTURAL MANDATE
VOL. 50, NO. 3 SEPTEMBER 2010
CONTENTS
Editorial:TheMulti-CulturalMandate Geoffrey Precourt
Commentary:MarketinginaHyper-SocialWorld:TheTribalizationofBusinessStudyandCharacteristicsofSuccessfulOnlineCommunities Edward Moran and Francois Gossieaux
BookReview:DigitalAnthropology—HowEthnographyCanImproveOnlineResearch Ray Pettit
Commentary:BiometricsandMulti-PlatformMessaging:TheMediumMattersTheresa Treutler, Brian Levine, and Carl D. Marci
TheMulti-CulturalMandate ATaleofTwoSocialContexts:Race-SpecificTestimonialsonCommercialWebSites
Troy Elias and Osei Appiah
ThePowerofThemeandLanguageinMulti-CulturalCommunities:WhichTobaccoPreventionMessagesAreMostPersuasivetoMexican-AmericanYouth?Kathleen Kelly, Maria Leonora G. Comello, Linda R. Stanley, and Gabriel R. Gonzalez
TheInfluenceofEthnicIdentificationinDigitalAdvertising:HowHispanicAmericans’ResponsetoPop-Up,E-Mail,andBannerAdvertisingAffectsOnlinePurchaseIntentionsEnrique P. Becerra and Pradeep K. Korgaonkar
TheInteractiveAuthorityofBrandWebSites:ANewToolProvidesNewInsightsHilde Voorveld, Peter Neijens, and Edith Smit
CuttingEdges:Listening-LedMarketingScience,MediaStrategies,andOrganizationsStephen D. Rappaport
Colors,Brands,andTrademarks:TheMarketing(andLegal)ProblemOfEstablishingDistinctivenessJanet Hoek and Philip Gendall
WhyModelingAveragesIsn’tGoodEnough:ACritiqueoftheLawofDoubleJeopardyMartin Bongers and Jan Hofmeyr
SpecialReport:TheARF360Model:UpdatetoaHuman-CentricApproach Jenni Romaniuk and Craig Gugel
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