Darrell D. Muehling (PhD, University of Nebraska) is Associate Professor of Marketing, College of Business and Economics, Washington State University, Pullman, Washington, USA. Dr Muehling's research has appeared in the Journal of Advertising, Journal of Advertising Research, Current Issues and Research in Advertising, and the Journal of Public Policy and Marketing, among others. His current research interests include the effect of involvement on information processing, attitude toward the ad models, and the differential effects of comparative and non-comparative advertising.