Aaker, D. A., 25

Adrews, J. C., 21

Affective Response, 34, 36, 37, 57–61, 72

Ajzen, I., 36

Alba, J. W., 30, 31, 75, 77

Anderson, J. R., 133

Areni, C. S., 34

Attention, xv, xvi, xx, xxi, xxiv, xxvii, xxviii, 2, 3, 8, 13, 15, 16, 26–29, 33–38, 42–56, 65, 67, 110, 111, 114, 132, 134–136, 139

Attitude toward the Ad, xvi, xx, xxvii, 36, 52, 57, 60, 77, 84, 107, 108, 118, 119, 129, 136, 138

Attitude toward the brand, 36, 52, 57, 60, 84

Banner Blindness, 1

Barry, T. E., 30

Batra, R., 30, 34, 106

Baumgatner, H., 35

Beerli, A., 39

Behavioral Response, 3, 4, 36–39, 42, 59, 61, 62, 72, 73, 75, 76, 144

Belch, G. E., 107

Bellman, S., 11, 12, 23

Ben-Akiva, M., 75

Benway, J. P., 54

Berlyne, D. E., 69

Bettman, J. R., 23, 30, 35

Bhatnagar, A., 9

Biederman, I., 136

Biocca, F., 16

Bjork, R. A., 33

Blackwell, R., 16

Blaxton, T. A., 142

Blaxton, T. A., 67, 142

Bloch, P. H., 131, 132

Boccaro, B., 75

Bornestein, R. F., 62

Boyce, S. J., 136

Bradley, M., 122

Brewer, W. F., 35

Briggs, R., 2, 37

Broadbent, D. E., 45, 55

Brown, P. K., 25

Bruner, G. C., II, 13

Buda, R., 19

Bukovac, J. L., 135

Burke, M. C., 34, 106

Burke, M. C., 34, 106

Burton, P. C., 133

Cacioppo, J. T., 12, 21, 66

Calder, B. J., 36, 81

Carlson, L., 33, 88, 102, 134, 137

Carmines, E. G., 121

Celsi, R. L., 21, 132

Chaiken, S., 19, 25

Chakravarti, D., 32, 33, 102