Marketing Strategy Category
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.