Contents: Preface. A.A. Mitchell, Introduction. Part I: Advertising Exposure and Choice.K.L. Keller, Memory Retrieval Factors and Advertising Effectiveness. W. Baker, The Relevance Accessibility Model of Advertising Effectiveness. P. Nedungadi, A.A. Mitchell, I.E. Berger, A Framework for Understanding the Effects of Advertising Exposure on Choice. Part II: Psychological Processes in Persuasion.P.M. Herr, R.H. Fazio, The Attitude-to-Behavior Process: Implications for Consumer Behavior. M.P. Zanna, Message Receptivity: A New Look at the Old Problem of Open- vs. Closed-Mindedness. F.R. Kardes, Consumer Inference: Determinants, Consequences, and Implications for Advertising. Part III: Behavioral Models of Advertising Effects.J.A. Edell, Advertising Interactions: A Route to Understanding Brand Equity. A.A. Mitchell, Attitude Toward the Advertisement Effects Over Time and in Attitude Change Situations. A.M. Isen, The Influence of Positive Affect on Cognitive Organization: Some Implications for Consumer Decision Making in Response to Advertising. Part IV: Measuring Advertising Effectiveness.J. Deighton, S.J. Hoch, Teaching Emotion with Drama Advertising. C.E. Gengler, T.J. Reynolds, A Structural Model of Advertising Effects. M.L. Rothschild, Observing Information Processing and Memory Development: The Potential Value of EEG in the Study of Advertising. A.A. Mitchell, Concluding Remarks.