Research Article
Presidentorial
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- 18 May 2004, p. 163
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A Message from the Chairman of the AAAA to JAR Readers: Emotion in Advertising
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- 18 May 2004, p. 164
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The Importance of Being Ernest: Commemorating Dichter's Contribution to Advertising Research
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- 18 May 2004, pp. 165-169
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What Advertising Testing Might Have Been, If We Had Only Known
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- 18 May 2004, pp. 170-180
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On Measuring the Power of Communications
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- 18 May 2004, pp. 181-187
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The Definition and Measurement of Creativity: What Do We Know?
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- 18 May 2004, pp. 188-201
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Capturing the Flow of Emotion in Television Commercials: A New Approach
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- 18 May 2004, pp. 202-209
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The Morphological Approach for Unconscious Consumer Motivation Research
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- 18 May 2004, pp. 210-215
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BOOK REVIEW
How Customers Think: Essential Insights into the Mind of the Market: by Gerald Zaltman, Harvard Business School Press, February 2003, ISBN: 1578518261, $29.95, 352 pp.
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- 18 May 2004, pp. 216-218
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MANAGEMENT SLANT
Management Slant
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- 18 May 2004, pp. 220-222
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