Table of Contents

VOLUME 1: HELPING DEFINE THE FIELD AND EXPAND ITS HORIZONS
Appendix of Sources
Legends in Consumer Behavior
Legends in Consumer Behavior: Jacob Jacoby
Volume Introduction: Helping Define The Field And Expand Its Horizons - Jerry C. Olson
Commentary on the Contents of this Volume
I: BROAD WORKS THAT HELPED DEFINE, FOCUS AND EXPAND THE FIELD- PRESIDENTIAL ADDRESSES, ANNUAL REVIEW OF PSYCHOLOGY CHAPTERS, HANDBOOK AND ENCYCLOPEDIA CHAPTERS
Consumer Psychology as a Social Psychological Sphere of Action
Consumer Research: Telling it like it is
Consumer Research: A State of the Art Review
Consumer Psychology: An Octennium
Consumer Behavior: A Quadrennium - Gita V. Johar and Maureen Morrin
Consumer and industrial psychology: Prospects for theory corroboration and mutual contribution.
Consumer Psychology - Wayne Hoyer and Arthur Brief
Consumer Psychology - Maureen Morrin
Consumer Psychology - Wayne D. Hoyer
II: MORE FOCUSED WORKS THAT HELPED DEFINE AND EXPAND THE FIELD
Time and Consumer Behavior: An interdisciplinary overview - George J. Szybillo and C.A.K. Berning
What about disposition? - C.A.K. Berning and T.F. Dietvorst
Personality and consumer behavior: How NOT to find relationships.
History and objectives underlying the formation of ACR′s Professional Affairs Committee.
Ethical issues in consumer research: Remarks of Jacob Jacoby
Ethics, morality and the dark side of ACR: Implications for our future
Ethics: A Portrait of the Consumer Research Community
Stimulus-Organism-Response Reconsidered: An evolutionary step in modeling (consumer) behavior
Perspectives of Other Scholars
Jack Jacoby’s Emotional Side - Gerald Zaltman
Jack Jacoby – Friend & Scholar - Rick Jacobs
Some Thoughts about Jack Jacoby - Glenn L. Christensen
Jerry Olson interviews Jacob Jacoby
Interview of Jacob Jacoby - Jerry C. Olson
VOLUME 2: THE EARLY YEARS ATTITUDES, BRAND LOYALTY AND PERCEIVED RISK
Appendix of Sources
Legends in Consumer Behavior
Legends in Consumer Behavior: Jacob Jacoby
Volume Introduction: The Early Years— Attitudes, Brand Loyalty And Perceived Risk - Leon B. Kaplan
Commentary on the Contents of this Volume
Training Consumer Researchers
Training consumer psychologists: The Purdue University program.
The Roles, Values and Training of a Consultant
a. Serving Two Masters: Perspectives on Consulting
b. The Vices and Virtues of Consulting: Responding to a Fairy Tale
Attitudes and Consumer Behavior
Exploring the Potential of Negative Sources: An Application of Heider’s Balance Model
Dissonance resolution by grade school consumers - David B. Kyner and Robert W. Chestnut
Linking brand and retailer images: Do the potential risk outweigh the potential benefits? - David Mazursky
Brand Loyalty
A model of multi-brand loyalty
A construct validation study of brand loyalty. - Jerry C. Olson
Brand loyalty: A conceptual definition.
Brand loyalty vs. Repeat Purchasing Behavior. - David B. Kyner
A brand loyalty concept: Comments on a comment.
Brand Loyalty: Measurement and Management - Robert W. Chestnut
I Trends in brand loyalty measurement: A historical perspective - Robert W. Chestnut
II A comprehensive review of operational definitions of brand loyalty - Robert W. Chestnut
III A manager’s guide to conceptual definitions, theory and construct validation - Robert W. Chestnut
Perceived Risk
The components of perceived risk - Leon B. Kaplan
Components of perceived risk in product purchase: A cross-validation - Leon B. Kaplan and George J. Szybillo
Risk enhancement and risk reduction strategies for handling perceived risk - Barbara J. Deering
Some perspectives on risk acceptance
Perspectives of Other Scholars
Our Debate on Consulting: A Retrospective - Morris Holbrook
Ode of Concession, Contrition, and Conciliation - Morris Holbrook
Jack Jacoby: Mentor - Meera Buck
A Doctoral Student’s Recollections - Steven Hollander
Leon B. Kaplan interviews Jacob Jacoby
Interview of Jacob Jacoby - Leon B. Kaplan
VOLUME 3: THE EARLY YEARS: INFORMATION OVERLOAD AND QUALITY PERCEPTION
Appendix of Sources
Legends in Consumer Behavior
Legends in Consumer Behavior: Jacob Jacoby
Volume Introduction: The Early Years: Information Overload And Quality Perception - George J. Szybillo
Commentary on the Contents of this Volume
I: QUALITY PERCEPTION
Price, brand name, and product composition characteristics as determinants of perceived quality - J.C. Olson, R.A. Haddock
Price intervals and individual price limits as determinants of product evaluation and selection - B.J. Deering
Cue utilization in the quality perception process - J.C. Olson
The relative effects of price, store image, and intrinsic product differences on product quality evaluation - G.J. Szybillo
Intrinsic versus Extrinsic cues as determinants of perceived product quality - G.J. Szybillo
Consumer response to price: An attitudinal, information-processing perspective. - J.C. Olson
The impact of linking brand and retailer images on perceptions of quality. - D. Mazursky
II: INFORMATION OVERLOAD
Time spent acquiring product information as a function of information load and organization. - C.A. Kohn and D.E. Speller
Brand choice behavior as a function of information load - D.E. Speller and C.A. Kohn
Consumer reaction to information displays: Packaging and advertising.
Brand choice behavior as a function of information load: Replication and extension - D.E. Speller and C.A.K. Berning
Constructive criticism and programmatic research: Reply to Russo. - D.E. Speller and C.A.K. Berning
Information load and decision quality: Some contested issues
Perspectives on information overload
III: ASSORTED OTHER ITEMS FROM THE ERA
Interpersonal perceptual accuracy as a function of dogmatism
Personality and Innovation Proneness
Multiple-Indicant Approach for Studying New Product Adopters
Novelty, Recency, and Scarcity as Predictors of Perceived Newness - E.W. Hart Jr.
Opinion leadership and innovativeness: Overlap and validity.
The effect of "alternative relationships" and "relative resources" on consumer decisions between mother and child. - B.J. Deering
Ruminations of a consumer psychologist on the emerging energy crisis.
The sources, meaning and validity of consumer complaint behavior: A psychological analysis. - J.J. Jaccard
Behavioral science perspectives on conveying nutrition information to consumers. - J.C. Olson, G.J. Szybillo and E.W. Hart Jr.
Managing consumer reaction to the emerging financial services revolution.
Perspectives of Other Scholars
Jack Jacoby: A Man for All Seasons - Durairaj Maheswaran
A Consumer Psychologist before Consumer Psychology was Sexy - Curtis Haugtvedt
An Undergraduate’s Perspective - Jeff Galak
George J. Szybillo Interviews Jacob Jacoby
Interview of Jacob Jacoby - George J. Szybillo
VOLUME 4: THE FOURTH P: ADVERTISING AND PERSONAL SELLING
Appendix of Sources
Legends in Consumer Behavior
Legends in Consumer Behavior: Jacob Jacoby
Volume Introduction: The Fourth P- Advertising And Personal Selling, - Wayne D. Hoyer
Commentary on the Contents of this Volume
I: ADVERTISING EFFECTS
Th e Zeigarnik Effect in Advertising - James T. Heimbach
Recall of crazy, mixed-up TV commercials. - SW Hollander
Effects of different levels of integration on advertising preference and intention to purchase. - GJ Szybillo
Effects of integrated advertising on perceived corporate hiring policy. - GJ Szybillo and J. Busato
II: THE COMPREHENSION-MISCOMPREHENSION OF ADVERTISING AND OTHER MASS MEDIA COMMUNICATIONS
Viewer Miscomprehension of Televised Communication: A Brief Report of Findings. - WD Hoyer and DA Sheluga
Viewer miscomprehension of televised communication: Selected findings. - WD Hoyer
On the miscomprehension of televised communication: A rejoinder. - WD Hoyer
To read, view or listen? A cross-media comparison of comprehension. - WD Hoyer and MR Zimmer
Sources of miscomprehension in television advertising. - WD Hoyer and RK Srivastava
Miscomprehension of Public Affairs Programming - WD Hoyer
Viewer miscomprehension of the 1980 Presidential Debate: A Research Note - T. Troutman and T. Whittler
The Comprehension and Miscomprehension of Print Communications: Conceptual foundations - Wayne D. Hoyer
The Comprehension/Miscomprehension of Print Communications: Methodology - Wayne D. Hoyer
The Comprehension/Miscomprehension of Print Communication: Selected Findings - Wayne D. Hoyer
III. MISLEADING, DECEPTIVE, REMEDIAL AND CORRECTIVE ADVERTISING
The FDA approach to defining misleading advertising - CB Small
Reply to a Comment on “Defi ning Misleading Advertising” and “Deception in Advertising”
Correcting corrective advertising. - M.C. Nelson and W.D. Hoyer
Reply to Mizerski′s criticisms to ‘4As Pioneering Study of TV Miscomprehension’. - M.C. Nelson and W.D. Hoyer
Corrective advertising and affirmative disclosure statements: Their potential for confusing and misleading the consumer - M.C. Nelson and W.D. Hoyer
A Model for the Development, Evaluation, and Implementation of Remedial Advertising Statements - W.D. Hoyer and M.C. Nelson
Misleading research on the subject of misleading advertising: The Wilkes et al. investigation of Pharmaceutical Advertising in Leading Medical Journals
Consumer Research in FTC versus Kraft (1991): A case of Heads we win, Tails you lose? - GJ Szybillo
IV: PERSONAL SELLING
You′re twenty years behind your market. - F. Jacoby
The psychology of persuasion. - F. Jacoby
The application of assertiveness training to the consumer-salesperson interaction - RJ Kulich, JP Curran, and MJ Mariotto
Some social psychological perspectives on closing.
Perspectives of Other Scholars
“Always Fly First Class” and Other Lessons Jack Taught Me - Michael R. Solomon
Jack Jacoby: Intrepid, Inspiring, Influential - David Glen Mick
Wayne D. Hoyer Interviews Jacob Jacoby
Interview of Jacob Jacoby - Wayne D. Hoyer
VOLUME 5: PRE-DECISION INFORMATION ACCESSING AND BEHAVIORAL PROCESS TECHNOLOGY (BPT)
Appendix of Sources
Legends in Consumer Behavior
Legends in Consumer Behavior: Jacob Jacoby
Volume Introduction: Pre-Decision Information Accessing And Behavioral Process Technology - James J. Jaccard
Behavioral Process Technology (BPT): Origins And Evolution
Information acquisition behavior in brand choice situations. - G.J. Szybillo and J. Busato-Schach
Perspectives on a consumer information processing research program
Pre-purchase information acquisition: Description of a process methodology, research paradigm, and pilot investigation - RW Chestnut, KC Weigl and W. Fisher
Consumer use and comprehension of nutrition information. - RW Chestnut and W. Silberman
A behavioral process approach to information acquisition in nondurable purchasing. - RW Chestnut and W. Fisher
The emerging behavioral process technology in consumer decision-making research.
Patterns of information acquisition in new product purchases. - C.A.K. Berning
Consumer information processing: Emerging theory and findings. - RW Chestnut
Behavioral Process Research: Applications to Business and Public Policy - RW Chestnut
Patterns of processing in consumer information acquisition - JR Bettman
New directions in behavioral process research: Implications for social psychology - J.J. Jaccard, A. Kuss, T. Troutman, and D. Mazursky
Psychometric characteristics of behavioral process data: Preliminary findings on validity and reliability - RW Chestnut, WD Hoyer, DA Sheluga, and MJ Donahue
Intra- and Inter-individual consistency in information acquisition: A cross-cultural examination - WD Hoyer, H. Raffee, M. Hefner, RW and Chestnut
The impact of interpersonal attraction on salesperson effectiveness - RW Chestnut
Three-dimensional information acquisition: An application to contraceptive decision making - WD Hoyer
The selection of a contraceptive method as a joint decision of married couples. - MR Zimmer
Preference, search and choice: An integrative approach. - DA Sheluga and JJ Jaccard
Do comparative claims encourage comparison shopping? The impact of comparative claims on consumers′ acquisition of product information. - DA Sheluga
Product comprehension: The case of permanent vs. term life insurance. - RW Chestnut
Encoding and retention in an information acquisition and choice task. - WD Hoyer and JJ Jaccard
Forming impressions of merchandise and service quality - D. Mazursky
Exploring the development of store image - D. Mazursky
Tracing the impact of item-by-item information accessing on uncertainty reduction - JJ Jaccard, I. Currim, A. Kuss, A. Ansari and T. Troutman
A varying parameter averaging model of on-line brand evaluations - G. Johar and K. Jedidi
Mapping attitude formation as a function of information input: Online processing models of attitude formation - M. Morrin, J. Jaccard, Z. Gurhan, A. Kuss. And D. Maheswaran
Effectiveness of security analyst information accessing strategies; A computer interactive assessment - A. Kuss, D. Mazursky, and T. Troutman
When feedback is ignored: The disutility of outcome feedback - D. Mazursky, T. Troutman and A. Kuss
Experience and expertise in complex decision making - T. Troutman, A. Kuss, and D. Mazursky
Taking stock of stockbrokers: Exploring momentum versus contrarian investor strategies and profiles. - M. Morrin, G. Johar, X. He, A. Kuss, and D. Mazursky
Training novice investors to become more expert: The role of information accessing strategy. - M. Morrin, G. Johar, Z. Gürhan, A. Kuss, and M. Mazursky
Perspectives of Other Scholars
The Impact of Jacob Jacoby’s Work on Research on the Conceptual, Methodological, and Substantive Components of Consumer Information Processing - David Brinberg
The Information Display Board: A Foundational Innovation in Consumer Information Processing - Paul M. Herr
James J. Jaccard Interviews Jacob Jacoby
Interview of Jacob Jacoby - James J. Jaccard
VOLUME 6: LEGAL CONSIDERATIONS APPLYING TO CONSUMER DECISION MAKING AND PURCHASE BEHAVIOR PART 1VOLUME 6: LEGAL CONSIDERATIONS APPLYING TO CONSUMER DECISION MAKING AND PURCHASE BEHAVIOR PART 1
Appendix of Sources
Legends in Consumer Behavior
Legends in Consumer Behavior: Jacob Jacoby
Volume Introduction: Legal Factors Applying To Consumer Decision Making and Purchase Behavior: Part 1, - Maureen (Mimi) Morrin
Commentary on the Contents of this Volume
Beyond brand equity: Marketing warfare in the ‘90s.
Survey and field experimental evidence.
Disclaimers in trademark infringement litigation: More trouble than they are worth? - R.L. Raskopf
Why disclaimers fail. - G.J. Szybillo
“Not manufactured or authorized by...” Recent federal cases involving trademark disclaimers - M. Morrin
Non-probability designs for litigation surveys - A.H. Handlin
Trademark dilution: Empirical measures for an elusive concept. - M. Morrin
Considering the who, what, when, where and how of measuring dilution.
Survey evidence in deceptive advertising cases under the Lanham Act: An historical review of comments from the bench - A.H. Handlin and A. Simonson
Is it Rational to Assume Consumer Rationality? Some consumer psychological perspectives on Rational Choice Theory
Perspectives of Other Scholars
Jack Jacoby’s Contributions to Survey Science and the Evolution of Trademark Law - Jerre B. Swann
Venturing into New Areas, by Aradhna Krishna
Jack Jacoby – Master Teacher, - Glenn Christensen
Maureen Morrin Interviews Jacob Jacoby
Interview of Jacob Jacoby - Maureen Morri
VOLUME 7: LEGAL CONSIDERATIONS APPLYING TO CONSUMER DECISION MAKING AND PURCHASE BEHAVIOR PART 2
Appendix of Sources
Legends in Consumer Behavior
Legends in Consumer Behavior: Jacob Jacoby
Volume Introduction: Legal Factors Applying To Consumer Decision Making And Purchase Behavior: Part 2, - Gita V. Johar
Commentary on the Contents of this Volume
The psychological foundations of trademark law: Secondary meaning, genericism, fame, confusion and dilution
A critique of Rappeport’s “Litigation Surveys – Social ‘Science’ as Evidence.”
Sense and nonsense in measuring sponsorship confusion.
Continuing Commercial Impression: Applications and Measurement - G. Mark
Keyword-Based Advertising: Filling in Factual Voids (GEICO v. Google). - M. Sableman
Are closed-ended questions leading questions?
Patent Infringement: Proving customer demand .. or a lack thereof.
When judicial opinions are minefields of misinformation: Antecedents, consequences and remedies.
Perspectives of Other Scholars
Jack Jacoby, “Leading the Way” - C. Samuel Craig
A Tribute to Professor Jack Jacoby - Naresh Malhotra
Gita V. Johar interviews Jacob Jacoby
Interview of Jacob Jacoby - Gita V. Johar
VOLUME 8: METHODS AND MEASURES: SELECTED PAPERS
Appendix of Sources
Legends in Consumer Behavior - Jagdish N. Sheth
Legends in Consumer Behavior: Jacob Jacoby - Jagdish N. Sheth
Volume Introduction: Methods And Measures: Selected Papers, - Alfred Kuss
Commentary on the Contents of this Volume
Experimentation
Experimental design and the selection of controls in trademark and deceptive advertising surveys.
Laboratory experiments: Faulty and necessary—A Comment on Arndt’s Paper in JCP, 1, 1977/1
Validity
What If Opinion Leaders Didn’t Know More? A Question of Nomological Validity - Wayne D. Hoyer
Reliability
Improving manuscript evaluation procedures. - D.D. Bowen, and R. Perloff
A note on the reliability of content analysis. - M.R. Zimmer and W.D. Hoyer
Examiner reliability in polygraph chart analysis: Identification of physiological responses. - Edel, E.C.
Scaling
Three-point Likert scales are good enough. - M.S. Matell
Is there an optimal number of alternatives for Likert scale items? Study I: Reliability and validity. - M.S. Matell
Is there an optimal number of alternatives for Likert scale items? Effects of testing time and scale properties. - M.S. Matell
Instructions and Formats for collecting rank order data: An Empirical Examination - D.A. Sheluga and B.N. Major
Whether to agree-disagree or disagree-agree: The effects of anchor order on item response. - D.A. Sheluga and B.N. Major
Questionnaire Research on Questionnaire Construction: Th e Type and Positioning of Response Blanks - Brenda N. Major and David A. Sheluga
Measurement
Multiple-indicant approach for studying new product adopters.
Operationally defining the consumer innovator. - C.A. Kohn
Probing the locus of causation in the miscomprehension of remedial advertising statements. - M. Nelson, W. D. Hoyer, and H.G. Gueutal
Political polling and the lost letter technique. - D. Aranoff
How to interpret your scores on the Managerial Philosophies scale. - James R. Terborg
Perspectives of Other Scholars
The Jack Experience - David Mazursky
Using a Dynamic Approach in Consumer Research - Günter Silberer, Susanne Roth and Gunnar Mau
The Information Display Board: A Milestone in Process Tracing - Torsten Tomczak and Wibke Heidig
Alfred Kuss interviews Jacob Jacoby
Interview of Jacob Jacoby - Alfred Kuss

About the Author

Jagdish N. Sheth, Ph.D., is the Charles H. Kellstadt Professor of Marketing at Emory University, Goizueta Business School. He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. When he joined Emory's faculty in 1991, Professor Sheth had nearly 30 years of combined experience in marketing from the University of Southern California, the University of Illinois, Columbia University, and Massachusetts Institute of Technology. Throughout his career, Professor Sheth has offered more than a thousand presentations in at least 20 countries. He has also provided consultancy for numerous companies in the United States, Europe, and Asia. His client list includes AT&T, BellSouth, Cox Communications, Delta, Ernst & Young, Ford, GE, Lucent Technologies, Motorola, Nortel, Pillsbury, Sprint, Square D, 3M, Whirlpool, and others. Currently, Professor Sheth sits on the Board of Directors of several public companies including Norstan, Cryo Cell International, and Wipro Limited. Professor Sheth's accolades include "Outstanding Marketing Educator," an award presented by the Academy of Marketing Science, the "Outstanding Educator" award twice-presented by Sales and Marketing Executives International, and the P.D. Converse Award for his outstanding contributions to theory in marketing, presented by the American Marketing Association. Professor Sheth is the recipient of the two highest awards given by the American Marketing Association: the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award. In 1996, Professor Sheth was selected as the Distinguished Fellow of the Academy of Marketing Science. The following year, he was awarded the Distinguished Fellow award from the International Engineering Consortium. Professor Sheth is also a Fellow of the American Psychological Association (known as APA). In 2014, he was awarded the William Wilkie Award, Marketing for a Better World by the American Marketing Association. Professor Sheth has authored or coauthored hundreds of articles and books. In 2000, he and Andrew Sobel published the best seller, Clients for Life. In 2001, Value Space, which he coauthored with Banwari Mittal, was published. Professor Sheth's most popular book, The Rule of Three, was coauthored with Dr Rajendra Sisodia and published in 2002. He has since written notable publications: Tectonic Shift, Firms of Endearment, and The 4 A's of Marketing.