References
- Aaker , David A. and Carman , James M. 1982 . “Are You Overadvertising?” . Journal of Advertising Research , 22 ( Aug./Sept. ) : 57 – 70 .
- Ackoff , Russell L. and Emshoff , James R. 1975 . “Advertising Research at Anheuser-Busch, Inc. (1963–68).” . Sloan Management Review , : 1 – 15 . (Winter)
- Adams , Henry Foster . 1916 . Advertising and Its Mental Laws , New York : The Macmillan Company .
- Advertising Research Foundation . 1961 . Audience Concepts Committee , New York : Toward Better Media Comparisons .
- Anderson , Robert L. and Barry , Thomas E. 1979 . Advertising Management: Text and Cases , Columbus , OH : Merrill Publishing Company .
- Aspinwall , Leo V. 1964 . “Consumer Acceptance Theory.” . In Theory in Marketing , Edited by: Cox , Reavis , Alderson , Wroe and Shapiro , Stanley J. Homewood , IL : Richard D. Irwin .
- Assael , Henry . 1981 . Consumer Behavior and Marketing Action , 75 – 98 . Boston : Kent Publishing Company .
- Assael , Henry and Day , George S. 1968 . “Attitudes and Awareness as Predictors of Marketing Share.” . Journal of Advertising Research , 8 ( Oct. ) : 3 – 10 .
- Assmus , Gert , Farley , John U. and Lehmann , Donald R. 1984 . “How Advertising Affects Sales: Meta-Analysis of Econometric Results.” . Journal of Marketing Research , 21 ( Feb. ) : 65 – 74 .
- Bass , Frank M. 1974 . “Profit and the A/S Ratio.” . Journal of Advertising Research , 14 ( Dec. ) : 9 – 19 .
- Bass , Frank M. and Leone , Robert P. 1983 . “Temporal Aggregation, the Data Interval Bias, and Empirical Estimation of Bi-monthly Relations from Annual Data.” . Management Science , 29 ( Jan. ) : 1 – 11 .
- Batra , Rajeev . 1986 . “Affective Advertising: Role, Processes, and Measurement.” . In The Role of Affect in Consumer Behavior: Emerging Theories and Applications , Edited by: Peterson , Robert A. , Hoyer , Wayne D. and Wilson , William R. 53 – 85 . Lexington , Mass. : Lexington Books .
- Batra , Rajeev and Vanhonacker , Wilfried R. 1986 . “The ‘Hierarchy of Advertising Effects’: An Aggregate Field Test of Temporal Precedence.” , New York : Columbia Business School . Avis Rent-a-Car System Working Paper Series in Marketing (March)
- Bedell , Clyde . 1940 . How to Write Advertising That Sells , New York : McGraw-Hill Book Company, Inc .
- Bettman , James R. 1979 . “Memory Factors in Consumer Choice: A Review.” . Journal of Marketing , 43 ( no. 2 ) : 37 – 53 .
- Bloch , Peter H. and Richins , Marsha L. 1983 . “A Theoretical Model for the Study of Product Importance Perceptions.” . Journal of Marketing , 47 ( Summer ) : 69 – 81 .
- Bourgeois , Jacques C. and Barnes , James C. 1979 . “Does Advertising Increase Alcohol Consumption?” . Journal of Advertising Research , 19 ( Aug. ) : 19 – 29 .
- Boyd , Harper W. Jr. , Day , Michael L. and Strong , Edward C. 1972 . “An Attitudinal Framework for Advertising Strategy.” . Journal of Marketing , 36 ( April ) : 27 – 33 .
- Brinberg , David and Hirschman , Elizabeth C. 1986 . “Multiple Orientations for the Conduct of Marketing Research: An Analysis of the Academic/Practitioner Distinction.” . Journal of Marketing , 50 ( Oct. ) : 161 – 73 .
- Buzzell , Robert D. 1964 . “Predicting Short-Term Changes in Market Share as a Function of Advertising Strategy.” . Journal of Marketing Research , 1 ( Aug. ) : 27 – 31 .
- Buzzell , Robert D. , Kolin , Marshall and Murphy , Malcolm P. 1965 . “Television Commercial Test Scores and Short-Term Changes in Market Shares.” . Journal of Marketing Research , 2 ( Aug. ) : 307 – 13 .
- Cacioppo , John T. , Losch , Mary E. , Tassinary , Louis G. and Petty , Richard E. 1986 . “Properties of Affect and Affect-laden Information Processing as Viewed through the Facial Response System.” . In The Role of Affect in Consumer Behavior: Emerging Theories and Applications , Edited by: Peterson , Robert A. , Hoyer , Wayne D. and Wilson , William R. 87 – 118 . Lexington , Mass. : Lexington Books .
- Callahan , Francis X. 1982 . “Advertising and Profits: 1969–1978.” . Journal of Advertising Research , 22 ( April/May ) : 17 – 22 .
- Campbell , Roy H. 1969 . Measuring the Sales and Profit Results of Advertising: A Managerial Approach , Association of National Advertisers .
- Clarke , Darral G. 1976 . “Econometric Measurement of the Duration of Advertising Effect on Sales.” . Journal of Marketing Research , 13 ( Nov. ) : 345 – 57 .
- Cobb , Cathy J. and Hoyer , Wayne D. 1985 . “The Influence of Advertising at the Moment of Brand Choice.” . Journal of Advertising , 14 ( no. 4 ) : 5 – 12 . 27
- Cohen , Joel B. and Houston , Michael J. 1972 . “Cognitive Consequences of Brand Loyalty.” . Journal of Marketing Research , 9 ( Feb. ) : 97 – 99 .
- Colley , Russell H. 1961 . Defining Advertising Goals for Measured Advertising Results , New York : Association of National Advertisers .
- Comanor , William S. and Wilson , Thomas A. 1967 . “Advertising Market Structure and Performance.” . Review of Economic Statistics , 49 ( Nov. ) : 423 – 40 .
- Copland , Brian . “An Evaluation of Conceptual Frameworks for Measuring Advertising Results.” . Proceedings, 9th Annual Conference . Advertising Research Foundation .
- Crespi , Irving . 1971 . “What Kinds of Attitude Measures are Predictive of Behavior?” . Public Opinion Quarterly , 35 ( Fall ) : 327 – 34 .
- DeBruicker , Stewart F. 1979 . “An Appraisal of Low-Involvement Consumer Information Processing.” . In Attitude Research Plays for High Stakes , Edited by: Maloney , John C. and Silverman , Bernard . 112 – 30 . Chicago : American Marketing Association .
- Devoe , Merrill . 1956 . Effective Advertising Copy , New York : The Macmillan Company .
- Eastman , George R. 1916 . Psychology of Salesmanship , New York , OH : Service Publishing, A. F. Fenno and Dayton .
- Ehrenberg , Andrew S. C. 1974 . “Repetitive Advertising and the Consumer.” . Journal of Advertising Research , 14 ( April ) : 25 – 34 .
- Fazio , Russell H. and Zanna , Mark P. 1978 . “On the Predictive Validity of Attitudes: The Roles of Direct Experience and Confidence.” . Journal of Personality , 46 : 228 – 43 .
- Fazio , Russell H. and Zanna , Mark P. 1981 . “Direct Experience and Attitude-Behavior Consistency.” . In Advances in Experimental Social Psychology , Edited by: Berkowitz , Leonard . Vol. 14 , 161 – 202 . New York : Academic Press .
- Finn , David W. 1984 . “The Integrated Information Response Model.” . Journal of Advertising , 13 ( no. 1 ) : 24 – 33 .
- Fishbein , Martin . 1966 . “The Relationship Between Beliefs, Attitude, and Behavior.” . In Cognitive Consistency , Edited by: Feldman , Shel . 199 – 223 . New York : Academic Press .
- Fishbein , Martin and Ajzen , Icek . 1975 . Belief, Attitude, Intention and Behavior , Reading , MA : Addison-Wesley .
- Fothergill , J. E. and Ehrenberg , Andrew S. C. 1965 . “On the Schwerin Analyses of Advertising Effectiveness.” . Journal of Marketing Research , 2 ( Aug. ) : 298 – 306 .
- Gibson , Lawrence D. 1983 . ‘“Not Recall’.” . Journal of Advertising Research , 23 ( Feb./March ) : 39 – 46 .
- Ginter , James L. 1974 . “An Experimental Investigation of Attitude Change and Choice of a New Brand.” . Journal of Marketing Research , 11 ( Feb. ) : 30 – 40 .
- Hall , Samuel R. 1915 . Writing an Advertisement: Analysis of the Methods and Mental Processes that Play a Part in the Writing of Successful Advertising , Boston : Houghton Mifflin Co .
- Haskins , Jack B. 1964 . “Factual Recall as a Measure of Advertising Effectiveness.” . Journal of Advertising Research , 4 ( March ) : 2 – 8 .
- Holak , Susan L. and Reddy , Srinivas K. 1986 . “Effects of a Television and Radio Advertising Ban: A Study of the Cigarette Industry.” . Journal of Marketing , 50 ( Oct. ) : 219 – 27 .
- Holbrook , Morris B. 1975 . “A Review of Advertising Research.” . In Advertising and the Public Interest , Edited by: Howard , John A. and Hulbert , James . Chicago : Crain . Appendix Two
- Holbrook , Morris B. 1978 . “Beyond Attitude Structure: Toward the Informational Determinants of Attitudes.” . Journal of Marketing Research , 15 ( Nov. ) : 545 – 56 .
- Holbrook , Morris B. 1986 . “Emotion in the Consumption Experience: Toward a New Model of the Human Consumer.” . In The Role of Affect in Consumer Behavior: Emerging Theories and Applications , Edited by: Peterson , Robert A. , Hoyer , Wayne D. and Wilson , William R. 17 – 52 . Lexington , Mass. : Lexington Books .
- Holman , Rebecca H. 1986 . “Advertising and Emotionality.” . In The Role of Affect in Consumer Behavior: Emerging Theories and Applications , Edited by: Peterson , Robert A. , Hoyer , Wayne D. and Wilson , William R. 119 – 40 . Lexington , Mass. : Lexington Books .
- Howard , John A. and Sheth , Jagdish N. 1969 . The Theory of Buyer Behavior , New York : John Wiley & Sons, Inc .
- Hughes , David G. and Guerrero , Jose L. 1971 . “Testing Cognitive Models Through Computer-Controlled Experiments.” . Journal of Marketing Research , 8 ( Aug. ) : 291 – 97 .
- Insko , Chester A. and Schopler , John . 1967 . “Triadic Consistency: A Statement of Affective-Cognitive-Conative Consistency.” . Psychological Review , 74 ( Sept. ) : 361 – 76 .
- International Correspondence Schools . 1911 . The Conducting of Selling
- Jenkins , John G. 1935 . Psychology in Business and Industry , New York : John Wiley & Sons, Inc .
- Kapferer , Jean-Noel and Laurent , Gilles . 1985–86 . “Consumer Involvement Profiles: A New Practical Approach to Consumer Involvement.” . Journal of Advertising Research , 25 ( Dec./Jan. ) : 48 – 56 .
- Kitson , Harry D. 1921 . The Mind of the Buyer: A Psychology of Selling , New York : The Macmillan Company .
- Korgaonkar , Pradeep K. and Moschis , George P. 1982 . “An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgment of Product Performance.” . Journal of Advertising , 11 ( no. 3 ) : 32 – 44 .
- Kreshel , Peggy J. 1984 . “Emotion and Advertising: The ‘Grande Idee’ of the 80's.” , Urbana-Champaign : University of Illinois . Unpublished Advertising Working Paper, No. 17, (Nov.)
- Krugman , Herbert E. 1965 . “The Impact of Television Advertising: Learning Without Involvement.” . Public Opinion Quarterly , 29 ( no. 3 ) : 349 – 56 . (Fall)
- Krugman , Herbert E. “Answering Some Unanswered Questions in Measuring Advertising Effectiveness.” . Proceedings, 12th Annual Meeting . pp. 18 – 23 . New York : Advertising Research Foundation .
- Krugman , Herbert E. 1966–67 . “The Measurement of Advertising Without Involvement.” . Public Opinion Quarterly , 30 ( Winter ) : 585 – 96 .
- Krugman , Herbert E. 1972 . “Why Three Exposures May Be Enough.” . Journal of Advertising Research , 12 ( Dec. ) : 11 – 14 .
- Krugman , Herbert E. 1975 . “What Makes Advertising Effective?” . Harvard Business Review , 53 ( March/April ) : 96 – 103 .
- Krugman , Herbert E. 1977 . “Memory Without Recall, Exposure Without Perception.” . Journal of Advertising Research , 17 ( Aug. ) : 7 – 12 .
- Krugman , Herbert E. 1985 . “Point of View: Measuring Memory—An Industry Dilemma.” . Journal of Advertising Research , 25 ( Aug./Sept. ) : 49 – 51 .
- Krugman , Herbert E. 1986 . “Low Recall and High Recognition of Advertising.” . Journal of Advertising Research , : 79 – 86 . (Feb./March)
- Lambin , Jean-Jacques . 1975 . “What Is the Real Impact of Advertising?” . Harvard Business Review , 53 ( May-June ) : 139 – 47 .
- Lastovicka , John L. and Gardner , David M. 1979 . “Components of Involvement.” . In Attitude Research Plays for High Stakes , Edited by: Maloney , John C. and Silverman , Bernard . 53 – 73 . Chicago : American Marketing Association .
- Lavidge , Robert C. and Steiner , Gary A. 1961 . “A Model for Predictive Measurements of Advertising Effectiveness.” . Journal of Marketing , 25 ( Oct. ) : 59 – 62 .
- Lazarus , Richard S. 1981 . “A Cognitivist's Reply to Zajonc on Emotion and Cognition.” . American Psychologist , 36 : 222 – 23 .
- Lazarus , Richard S. 1982 . “Thoughts on the Relations Between Emotion and Cognition.” . American Psychologist , 37 ( no. 9 ) : 1019 – 24 . (Sept.)
- Lazarus , Richard S. 1984 . “On the Primacy of Cognition.” . American Psychologist , 39 ( no. 2 ) : 124 – 29 . (Feb.)
- Leckenby , John D. and Wedding , Nugent . 1982 . Advertising Management: Criteria, Analysis and Decision Making , Columbus , OH : Grid Publishing, Inc .
- Leckenby , John D. and Kishi , Shizue . 1984 . “The Dirichlet Multinomial Distribution as a Magazine Exposure Model.” . Journal of Marketing Research , 21 ( Feb. ) : 100 – 6 .
- Leeflang , Peter S. H. and Reuijl , Jan C. 1985 . “Advertising and Industry Sales: An Empirical Study of the West German Cigarette Market.” . Journal of Marketing , 49 ( Fall ) : 92 – 98 .
- Longman , Kenneth A. 1971 . Advertising , 255 New York : Harcourt Brace .
- MacKenzie , Scott B. , Lutz , Richard J. and Belch , George E. 1986 . “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations.” . Journal of Marketing Research , 23 ( May ) : 130 – 43 .
- Mandler , George . 1982 . “The Structure of Value: Accounting for Taste.” . In Cognition and Affect , Edited by: Fiske , Susan T. and Clarke , Margaret S. New York : Academic Press .
- McGuire , William J. “An Information-Processing Model of Advertising Effectiveness.” . Paper presented to Symposium on Behavioral and Management Science in Marketing . University of Chicago .
- McGuire , William J. 1978 . “An Information-Processing Model of Advertising Effectiveness.” . In Behavioral and Management Science in Marketing , Edited by: Davis , Harry L. and Silk , Alvin H. 156 – 80 . New York : Ronald Press .
- Mendelsohn , Harold . 1962 . “Measuring the Process of Communications Effect.” . Public Opinion Quarterly , 26 ( Fall ) : 411 – 16 .
- Metwally , M. M. 1980 . “Sales Response to Advertising of Eight Australian Products.” . Journal of Advertising Research , 20 ( Oct. ) : 59 – 64 .
- Moriarty , Sandra Ernst . 1983 . “Beyond the Hierarchy of Effects: A Conceptual Framework.” . Current Issues & Research in Advertising , : 45 – 55 . 1983
- Naples , Michael J. 1979 . Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness , New York : Association of National Advertisers, Inc .
- O'Brien , Terrence . 1971 . “Stages of Consumer Decision Making.” . Journal of Marketing Research , 8 ( Aug. ) : 282 – 89 .
- Olson , Jerry C. , Toy , Daniel R. and Dover , Philip A. 1982 . “Do Cognitive Responses Mediate the Effects of Advertising Content on Cognitive Structure?” . Journal of Consumer Research , 9 ( Dec. ) : 245 – 62 .
- Osborn , Alexander F. 1922 . A Short Course in Advertising , New York : C. Scribner's Sons .
- Palda , Kristian S. 1964 . The Measurement of Cumulative Advertising Effects , Englewood Cliffs , NJ : Prentice-Hall, Inc .
- Palda , Kristian S. 1966 . “The Hypothesis of a Hierarchy of Effects: A Partial Evaluation.” . Journal of Marketing Research , 3 ( Feb. ) : 13 – 24 .
- Park , Whan C. and Young , Mark S. 1986 . “Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation.” . Journal of Marketing Research , 23 ( Feb. ) : 11 – 24 .
- Peterson , Robert A. , Hoyer , Wayne D. and Wilson , William R. 1986 . “Reflections on the Role of Affect in Consumer Behavior.” . In The Role of Affect in Consumer Behavior: Emerging Theories and Applications , Edited by: Peterson , Robert A. , Hoyer , Wayne D. and Wilson , William R. 141 – 59 . Lexington , Mass. : Lexington Books .
- Petty , Richard E. 1980 . “The Role of Cognitive Responses in Attitude Change Processes.” . In Cognitive Responses in Persuasion , Edited by: Petty , Richard E. , Ostrom , Thomas M. and Brock , Timothy C. 135 – 39 . Hillsdale , NJ : Erlbaum .
- Petty , Richard E. and Cacioppo , John T. 1981 . Attitudes and Persuasion: Classical and Contemporary Approaches , Dubuque , IA : William C. Brown .
- Petty , Richard E. , Cacioppo , John T. and Schumann , David . 1983 . “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement.” . Journal of Consumer Research , 10 ( Sept. ) : 135 – 46 .
- Poffenberger , Albert T. 1925 . Psychology in Advertising , Chicago : A. W. Shaw Company .
- Preston , Ivan L. 1982 . “The Association Model of the Advertising Communication Process.” . Journal of Advertising , 11 ( no. 2 ) : 3 – 15 .
- Preston , Ivan L. and Thorson , Esther . “Challenges to the Use of Hierarchy Models in Predicting Advertising Effectiveness.” . Proceedings of the Annual Convention of American Academy of Advertising . pp. 27 – 33 .
- Preston , Ivan L. , Thorson , Esther and Thorson , Esther . 1984 . “The Expanded Association Model: Keeping the Hierarchy Concept Alive.” . Journal of Advertising Research , 24 ( Feb./March ) : 59 – 65 .
- 1910 . Printer's Ink , Dec. 1 : 74
- Ramond , Charles . 1976 . Advertising Research: The State of the Art , New York : Association of National Advertisers, Inc. . 1976
- Ramsay , Robert E. 1921 . Effective Direct Advertising: The Principles and Practice of Producing Direct Advertising for Distribution by Mail or Otherwise , New York : Appleton and Company .
- Rao , Ambar G. and Miller , Peter B. 1975 . “Advertising/Sales Response Functions.” . Journal of Advertising Research , 15 ( April ) : 7 – 15 .
- Ray , Michael L. 1974 . “Consumer Initial Processing: Definitions, Issues, and Applications.” . In Buyer/Consumer Information Processing , Edited by: Hughes , David G. and Ray , Michael L. 145 – 56 . Chapel Hill , NC : University of North Carolina Press .
- Ray , Michael L. , Sawyer , Alan G. , Rothschild , Michael L. , Heeler , Roger M. , Strong , Edward C. and Reed , Jerome B. 1973 . “Marketing Communications and the Hierarchy of Effects.” . In New Models for Mass Communication Research , Edited by: Clarke , Peter . 147 – 76 . Beverly Hills , CA : Sage Publishing .
- Robertson , Thomas S. 1971 . Innovative Behavior and Communication , New York : Holt, Rinehart, Winston .
- Rogers , Everett M. 1962 . Diffusion of Innovation , New York : Free Press .
- Rohloff , Albert C. 1966 . “Quantitative Analyses of the Effectiveness of TV Commercials.” . Journal of Marketing Research , 3 ( Aug. ) : 239 – 45 .
- Rokeach , Milton . 1966–67 . “Attitude Change and Behavioral Change.” . Public Opinion Quarterly , 30 ( no. 4 ) : 529 – 50 . (Winter)
- Rossiter , John R. and Percy , Larry . 1980 . “Attitude Change Through Visual Imagery in Advertising.” . Journal of Advertising , 9 ( no. 2 ) : 10 – 16 .
- Rothschild , Michael L. 1979 . “Advertising Strategies for High and Low Involvement Situations.” . In Attitude Research Plays for High Stakes , Edited by: Maloney , John C. and Silverman , Bernard . 74 – 93 . Chicago : American Marketing Association .
- Rothschild , Michael L. and Gaidis , William C. 1981 . “Behavioral Learning Theory: Its Relevance to Marketing and Promotions.” . Journal of Marketing , 45 ( Spring ) : 70 – 78 .
- Rust , Roland T. and Robert , P. 1984 . “The Mixed-Media Dirichlet Multinomial Distribution: A Model for Evaluating Television—Magazine Advertising Schedules.” . Journal of Marketing Research , 21 ( Feb. ) : 89 – 99 .
- Rust , Roland T. and Henderson , Pamela W. “Should Emotional Advertising Response Models Reflect Brain Physiology?” . Proceedings of the American Academy of Advertising . NR204–7
- Sandage , Charles S. and Fryburger , Vernon F. 1967 . Advertising Theory and Practice, , 7th ed. , New York : McGraw-Hill .
- Schmalensee , Richard . 1972 . The Economics of Advertising , Amsterdam : Amsterdam-London Publication .
- Schwartz , David A. 1969 . “Measuring the Effectiveness of Your Company's Advertising.” . Journal of Marketing , 33 ( April ) : 20 – 25 .
- Schweiger , Gunter C. and Hruschka , Harald . 1980 . “Analysis of Advertising Inquiries.” . Journal of Advertising Research , 10 ( Oct. ) : 37 – 39 .
- Scott , Walter D. 1903 . The Theory of Advertising: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising , Boston : Small, Maynard and Company .
- Scott , Walter D. 1908 . The Psychology of Advertising: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising , Boston : Small, Maynard and Company .
- Sheldon , Arthur Frederick . 1911 . The Art of Selling , Chicago : The Sheldon School .
- Sherif , Carolyn W. , Sherif , Muzifer and Nebergall , Roger E. 1965 . Attitude and Attitude Change , Philadelphia : Saunders .
- Simon , Julian L. and Arndt , Johan . 1980 . “The Shape of the Advertising Response Function.” . Journal of Advertising Research , 20 ( Aug. ) : 11 – 28 .
- Singh , Surendra N. and Rothschild , Michael L. 1983 . “Recognition as a Measure of Learning from Television Commercials.” . Journal of Marketing Research , 20 ( Aug. ) : 235 – 48 .
- Slama , Mark E. and Tashchian , Armen . 1985 . “Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement.” . Journal of Marketing , 49 ( Winter ) : 72 – 82 .
- Smith , Robert E. and Swinyard , William R. 1982 . “Information Response Models: An Integrated Approach.” . Journal of Marketing , 46 ( Winter ) : 81 – 93 .
- Smith , Robert E. and Swinyard , William R. 1983 . “Attitude-Behavior Consistency: The Impact of Product Trial Versus Advertising.” . Journal of Marketing Research , 20 ( Aug. ) : 257 – 67 .
- Starch , Daniel . 1923 . Principles of Advertising , New York : McGraw-Hill Book Company .
- Stewart , David W. 1986 . “The Moderating Role of Recall, Comprehension, and Brand Differentiation on the Persuasiveness of Television Advertising.” . Journal of Advertising Research , 26 ( April/May ) : 43 – 47 .
- Strong , Edward K. Jr. 1922 . The Psychology of Selling Life Insurance , New York : Harper & Brothers Publishers .
- Strong , Edward K. Jr. 1925a . The Psychology of Selling and Advertising , New York : McGraw-Hill .
- Strong , Edward K. Jr. 1925b . “Theories of Selling.” . Journal of Applied Psychology , 9 : 75 – 86 .
- Strong , Edward K. Jr. 1938 . Psychological Aspect of Business , New York : McGraw-Hill Book Company, Inc .
- Tauber , Edward M. 1982–83 . “How Does Advertising Work?” . Journal of Advertising Research , 22 ( Dec./Jan. ) : 7
- Traylor , Mark B. 1981a . “Product Involvement and Brand Commitment.” . Journal of Advertising Research , 21 ( Dec. ) : 51 – 56 .
- Traylor , Mark B. 1981b . “Ego Involvement and Brand Commitment: Not Necessarily the Same.” . Journal of Consumer Marketing , 1 ( no. 1 ) : 75 – 79 .
- Tsal , Yehoshua . 1985 . “On the Relationship Between Cognitive and Affective Processes: A Critique of Zajonc and Markus.” . Journal of Consumer Research , 12 ( Dec. ) : 358 – 62 .
- Tull , Donald S. , Wood , Van R. , Duhan , Dale , Gillpatrick , Tom , Robertson , Kim R. and Helgeson , James G. 1986 . “‘Leveraged’ Decision Making in Advertising: The Flat Maximum Principle and Its Implications.” . Journal of Marketing Research , 23 ( Feb. ) : 25 – 32 .
- Tyebjee , Tyzoon T. 1979 . “Refinement of the Involvement Concept: An Advertising Planning Point of View.” . In Attitude Research Plays for High Stakes , Edited by: Maloney , John C. and Silverman , Bernard . 94 – 111 . Chicago : American Marketing Association .
- Van Raaij , Fred W. 1984 . Affective and Cognitive Reactions to Advertising , Cambridge , Massachusetts : Marketing Science Institute . Report No. 84–111
- Vaughn , Richard . 1980 . “How Advertising Works: A Planning Model.” . Journal of Advertising Research , 20 ( Oct. ) : 27 – 33 .
- Vaughn , Richard . 1986 . “How Advertising Works: A Planning Model Revisited.” . Journal of Advertising Research , 26 ( Feb./March ) : 57 – 66 .
- Venkatesan , M. and Haaland , Gordon A. 1968 . “Divided Attention and Television Commercials: An Experimental Study.” . Journal of Marketing Research , 5 ( May ) : 203 – 5 .
- West Coast Life Insurance Company . 1920 . “The Five Steps of a Sale.”
- Wilcox , Gary B. , Vacker , Barry and Franke , George R. 1986 . “Alcoholic Beverage Advertising and Consumption in the United States: 1964–1984.” , Austin : The University of Texas . Unpublished Working Paper No. 86–1
- Wolfe , Harry D. , Brown , James K. and Thompson , Clarke G. Measuring Advertising Results . pp. 7 New York : National Industrial Conference Board .
- Woodside , Arch G. and Wilson , Elizabeth J. 1985 . “Effects of Consumer Awareness of Brand Advertising on Preference.” . Journal of Advertising Research , 25 ( Aug./Sept. ) : 41 – 48 .
- Wright , Peter . 1973 . “The Cognitive Processes Mediating Acceptance of Advertising.” . Journal of Marketing Research , 10 ( Feb. ) : 53 – 62 .
- Wright , Peter . 1975 . “Factors Affecting Cognitive Resistance to Advertising.” . Journal of Consumer Research , 2 ( June ) : 1 – 9 .
- Zaichkowsky , Judith Lynne . 1985 . “Measuring the Involvement Construct.” . Journal of Consumer Research , 12 ( Dec. ) : 341 – 52 .
- Zaichkowsky , Judith Lynne . 1986 . “Conceptualizing Involvement.” . Journal of Advertising , 15 ( no. 2 ) : 4 – 14 . 34
- Zajonc , Robert B. 1968 . “Attitudinal Effects of Mere Exposure,” . Journal of Personality and Social Psychology Monograph , 9 : 1 – 28 . part 2
- Zajonc , Robert B. 1980a . “Feeling and Thinking: Preferences Need No Inferences.” . American Psychologist , 35 ( Feb. ) : 151 – 75 .
- Zajonc , Robert B. 1980b . “Cognition and Social Cognition: A Historical Perspective.” . In Reproduced draft (Nov. 10), for Four Decades of Social Psychology , Edited by: Festinger , Leon . Oxford University Press .
- Zajonc , Robert B. 1986 . “Basic Mechanisms of Preference Formation.” . In The Role of Affect in Consumer Behavior: Emerging Theories and Applications , Edited by: Peterson , Robert A. , Hoyer , Wayne D. and Wilson , William R. 1 – 16 . Lexington , Mass. : Lexington Books .
- Zajonc , Robert B. and Markus , Hazel . 1982 . “Affective and Cognitive Factors in Preferences.” . Journal of Consumer Research , 9 ( Sept. ) : 123 – 31 .
- Zajonc , Robert B. , Markus , Hazel and Markus , Hazel . 1985 . “Must All Affect Be Mediated by Cognition?” . Journal of Consumer Research , 12 ( Dec. ) : 363 – 64 .
- Zaltman , Gerald and Wallendorf , Melanie . 1983 . Consumer Behavior: Basic Findings and Management Implications , New York : John Wiley & Sons . chap. 19, “Involvement Theory and Consumer Behavior” by C. Whan Park and Banwari Mittal, 549–69
- Zielske , Hubert A. 1959 . “The Remembering and Forgetting of Advertising.” . Journal of Marketing , 22 ( Jan. ) : 239 – 43 .
- Zinkhan , George M. and Zinkhan , Christian F. 1985 . “Response Profiles and Choice Behavior: An Application to Financial Services Advertising.” . Journal of Advertising , 14 ( no. 3 ) : 39 – 44 . 51, 66
- Zinkhan , George M. and Gelb , Betsy D. 1986 . “What Starch Scores Predict.” . Journal of Advertising Research , 26 ( Aug./Sept ) : 45 – 50 .
- Zinkhan , George M. and Fornell , Claes . “A Test of the Learning Hierarchy in High-Low Involvement Situations.” . Paper presented at the University of California at Irvine (Nov.) .