Divita assembled Advertising and the Public Interest from selected papers of the Advertising and the Public Interest Conference held in Washington, D.C. in May 1973. These papers are written by top names in the field, such as George S. Day, Francesco Nicosia, John A. Howard, and John G. Myers. These papers begin by discussing the 1971 FTC Hearings and move on to discuss all the differing aspects of advertising. Some of the perspectives focus on how television changed advertising, how adult and children consumers feel about the new roles advertising took on in the early 1970s, and new avenues for advertising research.
Consumer Behavior Category
An Assessment of Marketing Thought & Practice: 1982 Educators’ Conference Proceedings, Series No. 48
An Assessment of Marketing Thought & Practice contains proceeding papers from the 1982 Educators conference, intended to familiarize educators with techniques, perspectives, and concepts that can enhance their development as teachers and researchers. This compilation is jointly edited by Bruce J. Walker, William O. Bearden, William R. Darden, Patrick E. Murphy, John R. Nevin, Jerry C. Olson, and Barton A. Weitz. The papers are categorized into 6 tracks parallel to the conference theme, with the award-winning paper featured at the end of each track. The buyer behavior track focuses the influence of ethnic, gender, cross-culture, and personal values in consumer behavior. The marketing education track provides a review on marketing curriculum and teaching methods practiced in the 1980s. The marketing mix and marketing institution track presents a comprehensive collection of papers on retailing, distribution, sales, and sales force management. The marketing strategy and special markets track elaborates on strategies needed to approach and establish in unique markets. The public policy and macromarketing track discusses regulatory issues in marketing and advertising. The research methodology track presents an historic perspective of measurement, analysis, survey methods, and interpretation of marketing research.
An Evaluation of Continuous Consumer Panels as a Source of Marketing Information is part of a series of monographs produced by the American Marketing Association to explore the skills of marketing research. This text was written to aid non-academic readers and researchers who are building, or maintaining consumer panels. It serves not as a basic text on the subject, but an evaluation in simplified terms of using panels for research collection.
Topics of discussion include the following:
- Examples of well-known consumer panels that have been functioning for several years, such as those operated by the Market Research Corporation of America, the Chicago Tribune, and the A.C. Nielsen company;
- The basic techniques for obtaining data about the continuous behavior of consumers; and,
- The use of consumer panel data as an experimental tool, an indicator of basic trends, and as a measurement of market segments.
Produced by the Marketing Research Techniques Committee, this monograph serves several purposes: to stimulate individual practitioners of market research, to encourage the constant improvement and expansion of present techniques, and to maintain the integrity of the marketing discipline. Highly beneficial and accessible for both professionals and laymen, this text will prove an invaluable tool for business practitioners, educators, and firms developing more effective consumer panels.
Attitude Research was written by Irving Crespi. This work is a comprehensive summary on the attitude theory and research methods employed in the 1960s with respect to marketing and marketing research. Divided in two parts, this monograph speaks on the role of attitude research in marketing and consumer research as well as methods of conducting attitude research. As Part I talks about the theory and concept, Part II is the cookbook on how the theory can be applied in real time situation.
Attitude Research at Bay was edited by Deborah Johnson and William D. Wells. This work is a collection of papers on attitude presented at the San Francisco Attitude Research Conference in 1974. Divided into five sections, the papers elaborate on psychological economics, multiple roles of attitudes, attitude research and public policy, attitudes and media, and attitudinal influence on purchasing behavior. At the end of each section, an expert comment on the papers presented is also available.
Attitude Research at Sea was edited by Lee Adler and Irving Crespi. This work is a collection of papers on attitude research presented on board the S.S. Ocean Monarch during a cruise to Bermuda in 1966. The papers discuss the application of attitude research techniques to the broad range of marketing and advertising field. Incorporation of conceptual framework, methodology, application, and case studies pertaining to attitude research make this compilation handy for academics and practitioners.
Attitude Research Enters the 80’s was edited by Richard W. Olshavsky. This work is a collection of proceedings presented at the 1980 Attitude Research Conference. The papers present a historic review of trends, usage, and methods of attitude research in the 1980s. Categorized in three parts – part I focuses on new theories, new measures and new modes of data collection prevalent in the 1980s; part II decodes the relationship between attitude and behavior; and, part III explains how attitude research is applied to marketing and public policy.
Attitude Research on the Rocks was edited by Lee Adler and Irving Crespi. This work is the collection of proceedings presented at the 1967 Attitude Research Conference held “at the rocks” of Puerto Rico. The proceedings attempt to clarify some unresolved theoretical and methodological issues in attitude research. The book covers six topics viz., attitude change and behavior change, prediction and exploration in attitude research, quantitative and qualitative methods in attitude research, developments in attitude measurements, user evaluation on attitude research, and future learning in attitude research. There is also a concluding chapter that sums up the discussions that took place in the conference.
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.
Attitude Research Reaches New Heights was edited by Charles W. King and Douglas J. Tigert. This work is a collection of proceedings from the third Annual Attitude Research Conference held in Mexico in 1970. Exploring the maturing state-of-the-art in attitude research is the central theme of these papers. The papers revolve around the overview of attitude research, conceptual approaches to predict the consumer behavior and market segmentation through attitude research, as well as measurement and data analysis techniques employed in sophisticated attitude research.