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This volume is composed of edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference, cosponsored by Division 23 of the American Psychological Association (Society for Consumer Psychology) and DMB&B Advertising Agency in Bloomfield Hills, Michigan. Our partner at DMB&B was Charlie Stannard, and we are grateful for his help and hospitality. In addition to the conference papers, several distinguished authors were invited to submit chapters covering topics not included at the conference.