The leading forum presenting innovative perspectives on marketing and psychology

Transcription

1 The leading forum presenting innovative perspectives on marketing and psychology Four times a year, this scholarly journal brings original research and review articles dealing with the application of psychological theories and techniques as it is applied to marketing. Written by both practitioners and academicians in the fields of psychology and marketing, this interdisciplinary journal examines the latest social. economic, and cultural trends that affect marketing decisions. Coverage includes: -psychological profiles of potential customers -studies of change in consumer personalities and behavior -brief psychological reports -industrial and organizational psychology -market or polling research -clinical mental health Sample of Recent & Forthcoming Articles: Memory for Implied Versus Directly Stated Advertising Assessing the Validity of Emotional Typologies Product Class Involvement and Purchase Intent Gender Schema and Fashion Consciousness Measuring Purchase-Decision Involvement Consumers' Mood States: Antecedents and Consequences of Experiential versus Informational Strategies for Brand Choices Can Advertising Influence Experience? Computer Interactive Interviewing in Survey Research KEEP UP WITH THE TRENDS THAT INFLUENCE YOUR MARKETING DECISIONS-SUBSCRIBE TODAY! Volume 6,1989, Quarterly ISSN: $56 U.S. Individual Rate $118 U.S. Institutional Rate $76 Outside U.S. Individual Rate $149 Outside U.S. Institutional Rate To subscribe or to request a sample copy, write to: til WI LEY John Wiley & Sons, Inc. Att: L. Lee 605 Third Avenue New York, NY

2 Get the full marketing picture. Subscribe to the JOURNAL OF RETAILING A publication of New York University Consumer research is vital to marketing-and no study of consumer behavior is complete without the Journal of Retailing. The Journal gives you an appreciation of the dynamic and complex retailing environment in which consumer attitudes and modes of decisionmaking culminate in purchase decisions. In the retailing context, consumer attitudes and behavior can be observed in interaction with a range of store images, varying brand and product assortments, technological implementation, the face-to-face sales encounter, and a rich variety of competitive experiments and innovations. Retailing is the culmination of the marketing strategic effort-and the critical point at which that effort either stands or falls. It offers challenges and insights to researchers in all aspects of marketing science, consumer psychology, sales and human resources management, public policy, geography, finance, and related disciplines. The Journal of Retailing is the only journal devoted entirely to the systematic and scientific study of retailing and distribution With its expanded, truly interdisciplinary board of editors, it has attained a new level of excellence. Articles balance the practical with the theoretical, charting fundamental changes in the consumer and the marketplace. They illuminate principles of relevance to a wide range of consumer and marketing problems and enlarge the understanding of both scholars and industry researchers. The Journal of Retailing, issued quarterly, has been published by New York University since Its editor is Avijit Ghosh. Topic Areas: Consumer information processing and decisionmaking Consumer attitudes toward store image and product positioning Consumer response to advertising Implementation of new marketing and shopping technologies Social, economic, and lifestyle trends New methodology for empirical research and analysis Some Recent Articles: An analysis of consumer word-of-mouth communications An investigation of problem recognition styles and search patterns A discussion of an innovative consumer survey technique A study of technology acceptance among elderly and nonelderly consumers A review of consumer socialization measures An examination of the impact of components of retail communications In the Journal of Retailing you will also find research notes, reviews of books of scholarly interest, and guest editorials addressing major trends in retailing research. To complete your picture of consumer behavior, marketing, and distribution, subscribe to the Journal of Retailing. One-year and two-year subscriptions are available. Back issues are also available. Use the coupon below or call (717) to enter your subscription today. Subscription Order Form Check one: One year Two years U S. and Canadian Regular rate 0$22 0$37 Library rate 0$27 0$47 All other countries Regular rate 0$25 0$43 Library rate 0$30 0$53 Check one o Check for U.S. $ enclosed. o Please bill me. Please check one: o Senior college or university professor (A) o Senior college or university library (L) o Corporate executive, researcher, or consultant (R) o Junior college, high school professor (J) Name Title Company Address City State Zip Code o Junior college, high school, or public library (M) o Corporate library (C) 0 Student (S) o Publication (P) 0 Other: Journal of Retailing po. Box 465 Hanover, PA Tel. (717)

3 Journal of the Market Research Society PublIshed quarterly. the Journal of the Market Research Society.s firmly established as a leading professional Journal of marketing research worldwide. It publoshes authontatlve ong.nal contnbutlons to both the theory and the practice of market research. WIth papers and shorter notes coverong Important technical advances. practical apphcatoons. appraisals of specific problem areas and ISsues of current concern. together With correspondence and reviews covenng the broad field of marketing and SOCial research. In add.t.on. the journa!"s Book Rev.ew section IS a significant record of pubhcatlons In the field of market research and related disciplines. ComprehenSIve Indexes to papers and publocatlons are published annually. wh.ch together WIth the extensive references accompanying pubhshed contnbut.ons give subscrobers to the journal ongoing access to a un. que and Invaluable databank on market research and related areas. enabling them to benefit from the latest thinking and lessons drawn from the practical application of techniques. The jouma!"s pnmary aim IS to actively PUBLICATION DETAILS journal of The Market Research SocIety IS pubhshed quarterly and IS available on an annual subscnptlon bas.s only All subscroptlons date from january for a minimum period of twelve months. Members of The Market Research Society receive the Journal as part of theor membershop NTC P ~4 I I t 1 QLtd r " 1 IS l WZe _,I of Th< M."rl ~., < h ~ u p r poj h,hr,. e Pt'rlOdM;otl on 5<><001Y encourage work covenng both the theoretical and practical aspects of carrying out professional and effective market research. and to stimulate discussion and future research effort. WhIle rooted firmly In an academic tradition of sound research and professional ngour. the journal encourages contnbutlons from practitioners in industry and commerce who regularly provide.liumlnatlng case Illstones and d,scussion of research In practice. The journal thus provides an Important forum for d,scuss,on and debate from both the practitioner and academic perspectives. encouraging the active Interchange and cross-fertilization of ideas essential for the healthy development of professional market research. The journal IS internatoonal In Its scope and outlook. and welcomes contributions from all countries of the world. Its contents reflect a view of market research as an,nterd,sc,pl,nary field, using techniques from the behavioural sciences. StatIstICS and operational research, forecasbng and economics. and other areas contnbutlng to understanding and InSight Into consumer and soc.al behaviour. /ssn 002[;3618 SUbscription nltbs (Volume 30 Nos 1-4, 1988) for non-memb6rs; (uk); (Overseas) Order your Subscription today by writing to: NTC Publications Ltd. P.O. Box 69, Henley-on-Thames. Oxon RG9 28Z, United KIngdom. Tel:0491 S74671 Please enclose your remittance with order. A receipted tax InVOice WIll be sent to you to cover payment.

4 THE BREAKAWAY TEXT CONSUMER BEHAVIOR: A Decision-Making Approach, by Glenn Walters and Blaise Bergiel, takes a powerful new approach to understanding consumer behavior. Structured around the decision-making process, this contemporary text enables students to see the relationship between behavioral theory and what actually happens in the marketplace. The text addresses the role of product, promotion, price, distribution, and service in consumers' decision making, as well as how consumers use marketing information to make decisions. Changes in the field are reflected in the text's chapters on postpurchase assessment, international consumer behavior, the choice process, and the use of consumer research. For more information about this new approach to teaching consumer behavior, contact your area representative, or write to: SOUTHWEsTERN COLLEGE DIVISION 5101 Madison Road Cincinnati, OH 45227

5 E x p e r i e n c e f f i T We cordially invite you to learn marketing research methods and applications from the professionals who have done more customized marketing research and have taught it to more people than ;myone else in the world. When you attend a Burke Institute seminar, you participate in more than an exciting, on-target learning experience. You learn from what we have learned by doing tens of thousands of marketing research studies for our clients. During the past 50 years, we've conducted more studies in more areas of marketing research than anyone else in the world. Positioning and segmentation research, copy testing, new product forecasting, product testing, test marketing, promotion assessment, pricing research, tracking studies, distribution analysis, claim justification and customer satisfaction research are just some of the areas covered by the numerous projects we undertake each year. Our clients represent a complete cross-section of American industry- consumer packaged goods, industrial manufacturers, pharmaceutical companies, health care organizations, ad agencies, financial institutions, publishing and broadcasting companies, public utilities and telecommunications companies. Our seminars reflect this invaluable depth of real-life expertise, not available to you in any books, libraries or universities. In over 1,000 marketing research seminars over the past 13 years, you've told us what you want from the learning experience. We've listened and we deliver: Content you will put to use immediately. Exciting speakers with extensive practical experience and academic credentials. Proprietary case studies which bring the content to life. Seminar manuals which become a permanent reference source. A comprehensive curriculum that allows you to build your expertise in marketing research over time. The only comprehensive professional certificate of achievement in the marketing research industry. An extraordinary pool of research professionals to answer your technical questions even after the seminar. B TheJ...-. urke Institute 800 Broadway, C i n c i n n a t ~ Ohio 45202, , The Burke Institute The Burke Institute Schedule of seminars April-September Practical Marketing Research Philadelphia... Apr Cincinnati... May 8-10 Atlanta... May Toronto... June Boston... July Washington D.C... July 31-Aug. 2 Orlando... Aug Cincinnati... Sept Los Angeles... Oct Marketing Research for Decision Makers Cincinnati... Aug Questionnaire Construction Workshop Chicago... April4-5 Boston... May 2-3 New York... July Cincinnati... Sept Questionnaire Design: Applications and Enhancements Chicago... April6-7 New York... July Cincinnati... Sept Computer-Assisted Questionnaire Design & Data Collection Cincinnati... Sept Focus Groups: An Introduction Boston... May 4-5 Orlando... June Washington D.C... Aug Cincinnati... Sept Focus Group Moderator Training Cincinnati... Apr Cincinnati... June Cincinnati... July Cincinnati... Aug Cincinnati... Sept Writing Actionable Marketing Research Reports Cincinnati... May Toronto... June Washington D.C... Aug. 8-9 Cincinnati... Sept Effective Oral Presentation of Marketing Information Cincinnati... June 7-9 Cincinnati... Oct Managing Marketing Research Chicago... April12-13 Cincinnati... June Orlando... July Cincinnati... Oct Applications of Marketing Research Philadelphia... April20-21 Atlanta... May Washington D.C... Aug. 3-4 Cincinnati... Sept Los Angeles... Oct Product Research Chicago... May Cincinnati... Aug New Product Forecasting Cincinnati... Aug Advertising Research New York... May Chicago... July Positioning and Segmentation Research New York... May Chicago... July Customer Satisfaction Research Chicago... May Orlando... July San Francisco... Sept Tabulation & Interpretation of Marketing Research Data New York... JuneS-6 New York... Aug.l Tools and Techniques of Data Analysis Chicago... Aprill7-19 New York... June 7-9 New York... Aug.l6-18 Cincinnati... Sept Practical Multivariate Analysis New York... April24-26 Cincinnati... June Chicago... Aug San Francisco... Sept Using Multivariate Analysis: A P.C. Based Applications Workshop Cincinnati... June Practical Conjoint Analysis Chicago... Aug Planning Marketing Strategy & Tactics Using Actionable Research Cincinnati... May Cincinnati... Aug Effectively Selling Marketing Research Services Cincinnati... July Cincinnati... Oct. 5-6 Four Week Certificate Program Cincinnati... Sept.II-Oct.4 Please look over the list of our current seminars. Then, call us toll-free. We will help you select the best seminar or other educational opportunity to meet your specific needs. Please call Dr. David Pierce, Vice President, or Dr. Sid Venkatesh, Managing Director; at x3775.