Includes bibliographical references.

Machine generated contents note: I -- I -- A New Medium: The Internet 9 -- Chapter 1 -- Conducting Advertising and Marketing Research on the -- W orld W ide W eb 11 -- Vanitha Swaminathan -- Chapter 2 -- The Theory of Flow: Applications to Advertising and Consumers' Internet -- Experiences 223 -- Margy P. Conchar -- George M. Zinkhan -- Chapter 3 -- Promoting and Selling on the Internet: The Case of Real Estate 32 -- Alex Gray -- George M. Zinkhan -- Ellen Day -- Chapter 4 -- An Exploratory Study of the Web's Early Adopters 39 -- Traci A. Carte -- Barbara H. Wixom -- Richard T. Watson -- II Consumer Behavior and Behavioral Response to Advertising 49 -- Chapter 5 -- A Meta-Analysis of Relationships Between Ad-Evoked Feelings and -- A dvertising Responses51 -- Steven P. Brown -- Pamela M. Homer -- J. Jeffrey Inman -- Chapter 6 -- An Informal, Qualitative Analysis of Shortages and Abundances in Academic -- A dvertising Research 75 -- James H. Leigh -- Chapter 7 -- Advertising Modification Strategies: Appealing to Minority Consumers 82 -- Gail Ayala Taylor -- Miriam Stamps -- III Advertising Appeals 95 -- Chapter 8 -- A Theoretical Model of Incongruity Between Sexy Pictures and Advertised -- Produ cts 9 7 -- Andrea J.S. Stanaland -- Chapter 9 -- Green Advertising and its Relationship to Consumers' Environmentally -- Responsible Behaviors 104 -- Erika Matulich -- Diana L. Haytko -- Jon R. Austin -- Chapter 10 -- The Soapbox Versus the Soap: The Application of Negative Political -- Advertising Tactics In the NonPolitical Marketplace 119 -- Paul Hensel -- Karen James -- IV Creativity 145 -- Creativity 147 -- George M. Zinkhan -- V Strategic Issues in Advertising 153 -- Chapter 11 -- Research Issues in Targeting Neglected Segments 155 -- Subodh Bhat -- Chapter 12 -- The Fusion of Design and Marketing: Implications for Merchandising, -- Consum ing, and Ownership .161 -- Angela H. Patton -- Chapter 13 -- Environmentalist-Business Collaborations: Social Responsibility, Green -- Alliances, and Beyond 170 -- Edwin R. Stafford -- Cathy L. Hartman -- Chapter 14 -- Marketing Activities and Organizational Success: An Application to the Health -- C are In dustry 193 -- Misty K. Ritchie -- Chapter 15 -- Carving a Path to Dominance While Avoiding the Graveyard: Consumers' -- Brand Knowledge and Genericism 227 -- Gillian Oakenfull -- VI Ethical Issues in Advertising 239 -- Chapter 16 -- Potential Ethical Issues Associated with Qualitative Research Conducted Face -- to Face and in Cyberspace 241 -- Denise DeLorme -- Chapter 17 -- Advertising Ethics: More Than Avoiding Deception and Protecting -- Children 253 -- Michael R. Hyman -- VII Summary and a Look to the Future 269 -- Chapter 18 -- Advertising and Societal Trends in the New Millennium 271 -- George M. Zinkhan -- Notes on Contributors 277.