A Look Back, A Look Ahead was edited by George B. Hafer. This work is a collection of papers originally presented at an Attitude Research Conference held in 1979. The papers review the then state-of-the-art in attitude research and aim to predict the future in the coming decade, from the viewpoint of developers, theoreticians, and practitioners. Divided in seven parts, the papers cover a wide range of topics such as attitude measurement and construction; prediction of consumer behavior; market segmentation; and, scope of utilization of attitude research in other avenues.
George B. Hafer
George B. Hafer was a former Professor of Marketing at the University of Wisconsin in Whitewater. Due to his achievements, there is now a George Hafer Scholarship fund at the University of Wisconsin in Whitewater. He also edited the proceeding, A Look Back A Look Ahead, in 1980.