Vol 11 No 2 Spring 2011

Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intentions and Attitudes
Petya Eckler and Paul Bolls
A Content Analysis of Registration Processes on Websites: How Advertisers Gather Information to Customize Marketing Communications
Jan Ahrens and James R. Coyle
Effects of Strength of Ethnic Identity and Product Presenter Race on Black Consumer Attitudes: A Multiple-Group Model Approach
Troy Elias, Osei Appiah, and Li Gong
Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women
Karen L. Mallia and Kasey Windels
Adoption Intentions Toward Interactive Digital Television Among Advertising Professionals
Verolien Cauberghe and Patrick De Pelsmacker
Biometric Measures for Interactive Advertising Research
Rafal Ohme, Michal Matukin, and Beata Pacula-Lesniak