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    Consumer Behavior and Advertising Involvement Selected Works of Herbert E. Krugman

    ISBN-10: 0805857885
    ISBN-13: 9780805857887
    Edition: 2008
    Author(s): Edward Krugman
    Description: This book is an honor to the many important contributions of Herbert Krugman, past president of APA, The Division of Consumer Psychology and The Association for Public Opinions Research. This reader contains his selected works in Consumer Behavior  More...
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    List Price: $100.00
    Copyright Year: 2008
    Publisher: Taylor & Francis Group
    Publication Date: 5/28/2008
    Binding: Hardcover
    Pages: 354
    Size: 6.25" wide x 9.25" long x 1.00" tall
    Weight: 1.386
    Language: English

    This book is an honor to the many important contributions of Herbert Krugman, past president of APA, The Division of Consumer Psychology and The Association for Public Opinions Research. This reader contains his selected works in Consumer Behavior and Advertising which combine insights from Cognitive Psychology, Social Psychology and Survey Methodology. William Wells, University of Minnesota, has provided the foreword and section overviews for the book which will help it appeal to all academics and students of consumer research.

    Editor's Note Foreword
    The Learning of Tastes (with Eugene L. Hartley): Pub. Op'n Q. 24:4 (Winter 1960)
    The Learning of Consumer Preference: J. Marketing 26:2 (Apr. 1962)
    An Application of Learning Theory to TV Copy Testing: Pub. Op'n Q. 26:4 (Winter 1962)
    Some Applications of Pupil Measurement: J. Marketing Res. (Nov. 1964)
    A Comparison of Physical and Verbal Responses to Television Commercials: Pub. Op'n Q. 29:2 (Summer 1965)
    The Impact of Television Advertising: Learning Without Involvement: Pub. Op'n Q. 29:3 (Fall 1965)
    The Measurement of Advertising Involvement: Pub. Op'n Q. 30:3 (1966)
    Psychological Perspectives in Marketing Strategy: Adapted from an Address to The Association of National Advertisers, 1966 National Conf., Colorado Springs, Colorado (Oct. 24, 1966)
    Processes Underlying Exposure to Advertising: ARF, Proceedings of the 14th Annual Conf., New York (Oct. 15, 1968)
    Television and Trust in Rationality: Undated manuscript ca. 1970
    What's a Krugman Connection?: Media Decisions (Nov. 1968)
    Brain Waves
    Flicker Fusion Frequency as a Function of Anxiety Reaction: An Exploratory Study: Psychosomatic Medicine 9:4 (July-August 1947)
    Passive Learning from Television (with Eugene L. Hartley): Delivered at WAPOR, Amsterdam, Sept. 1969; Pub. Op'n Q. 34:2 (Summer 1970)
    Mass Media and Mental Maturity: Undated manuscript ca. 1970
    "Temporary" Effects of Communication: J. Adv. Res. 10:1 (Feb. 1970)
    Brain Wave Measures of Media Involvement: J. Adv. Res. 11:1 (Feb. 1971)
    Why Three Exposures May Be Enough: J. Adv. Res. 12:6 (Dec. 1972)
    What Makes Advertising Effective?: Harv. Bus. Rev. 53, No.2 (Mar.-Apr. 1975)
    Memory Without Recall, Exposure Without Perception: J. Adv. Res. 17:4 (Aug. 1977)
    Toward an Ideal TV Pre-Test: AMA Annual Advertising Research Conf., New York (May 16, 1978)
    The Two Brains: New Evidence on TV Impact: Broadcasting, "Monday Memo" (Jan. 29, 1979)
    Media Imagery: Perception After Exposure: AMA 11th Attitude Research Conf., Carlsbad, California (Mar. 4, 1980)
    A Question of Speed of Communications: Conf. on Newspaper Marketing in the New Era of Telecommunications, New York (Sept. 24, 1980)
    Sustained Viewing of Television: "Point of View", J. Adv. Res. 20:3 (June 1980)
    The Effective Use of Physiological Measurement in Advertising Research: AMA Twelfth Annual Attitude Research Conf., Hot Springs, Virginia (Apr. 6, 1981)
    Next Steps - A Productive Approach to Measuring Effective Frequency: ARF Key Issues Workshop, New York (June 4, 1982)
    The Two Futures of Advertising Research: Images vs. Messages: AAPOR New York Chapter (Feb. 8, 1983)
    Beyond Recall: Marketing Science Inst., Cambridge (Nov. 21, 1983)
    Measuring Memory: An Industry Dilemma: J. Adv. Res. 25:4 (Aug. 1985)
    A Personal Retrospective on the Use of Physiological Measures of Advertising Response: Undated Manuscript ca. 1986
    Corporate Advertising
    Adapting Existing Survey Data Banks to Social Indicator Purposes: Undated Manuscript ca. 1972
    Innovations in Public Opinion Research: Market Research Council, New York (Mar. 19, 1976)
    Public Attitudes Toward Private Enterprise and Business: Unpublished Manuscript, May 18, 1977
    How to Misinterpret Public Opinion Research and Underestimate the Potential of Corporate Advertising: ANA Corporate Advertising Workshop, New York (Oct. 26, 1978)
    Understanding Public Response to Massive New Technologies: GE Management Seminar, Stamford (Nov. 5, 1979)
    Measuring Progress: ANA Corporate Advertising Seminar, New York (Oct. 17, 1979)
    Tracking the Effects of Corporate Advertising: ANA Advertising Research Workshop, New York (Dec. 9, 1981)
    Corporate Advertising as "Thought Provoking" Messages: Corporate Communications Workshop, Marketing Science Inst., Cambridge (May 1981)
    Repetition Revisited: Application of the Three Exposure Theory to Corporate Advertising: AMA 13th Attitude Research Conf., Arizona (Feb. 10, 1982)
    Television Program Interest and Commercial Interruption: J. Adv. Res. 23:1 (Feb. 1983)
    Methods and Observations
    The "Draw a Supermarket" Technique: Pub. Op'n Q. 24:1 (Spring 1960)
    The Role of Magazines in America: Today and Tomorrow: Magazine Publishers Ass'n 39th Spring Conf., The Greenbriar (May 6, 1958)
    Fast Learning and Slow Forgetting of Advertising Campaigns: Fourth Annual ARF Research Quality Workshop, New York (Sept. 15, 1986)
    Limits of Attention to Advertising: "Point of View," J. Adv. Res. 28:5 (Oct.-Nov. 1988)
    High Resolution Television and Video Games of the Future: Some Psychological Implications: AMA, New York (Jan. 24, 1984)
    Some Consequences of High Definition Television: Market Research Council, New York (Mar. 16, 1990)
    Consumer Behavior: International Encyclopedia of the Social Sciences (MacMillan/Free Press 1968)
    Sociology and Consumer Behavior: American Sociological Ass'n Conf. on Sociological Issues in Business and Industry, New York (Sept. 3, 1986)
    Pavlov's Dog and the Future of Consumer Psychology: J. Adv. Res. 34:6 (Nov. 1994)
    Author Index
    Subject Index

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