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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