Attitude Research Plays for High Stakes was edited by John C. Maloney and Bernard Silverman. This work is a compilation of papers presented at the Eighth Annual Attitude Research Conference in 1979. The papers attempt to crack the relationship between attitude and buyer behavior. They also define the concept of involvement, methods to measure it, and its effect on purchase decision. There is a discussion on measuring the deceptiveness of advertising and another one on the contribution of attribute research to the activities of federal regulatory agencies.
John C. Maloney
Dr. John C. Maloney was the Manager of Research Development at the Leo Burnett Company, where he developed and evaluated marketing and advertising research techniques. Formerly, he was a Burnett research supervisor, as well as marketing research director and personnel research manager for manufacturers of consumer and industrial goods.
Dr. Maloney received an AB from the University of Nebraska with majors in chemistry and psychology. He obtained his Masters of Science and PhD degrees in psychology from Purdue University, and was elected to Sigma Xi. He lectured on the psychology of advertising and selling at the Northwestern University evening division marketing program. He belonged to the American Marketing Association and Midwestern Psychological Association. Dr. Maloney contributed articles to the Journal of Marketing, Personnel Psychology, and Advanced Management.