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

by Krugman; Edward

• ISBN13: 9780805857887
• ISBN10: 0805857885
• Format: Hardcover
• Copyright: 2008-05-28
• Publisher: Routledge

Summary

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.

Table of Contents

Editor's Note Foreword
Themes
The Learning of Tastes (with Eugene L. Hartley): Pub. Op'n Q. 24:4 (Winter 1960)	p. 1
The Learning of Consumer Preference: J. Marketing 26:2 (Apr. 1962)	p. 11
An Application of Learning Theory to TV Copy Testing: Pub. Op'n Q. 26:4 (Winter 1962)	p. 16
Some Applications of Pupil Measurement: J. Marketing Res. (Nov. 1964)	p. 25
A Comparison of Physical and Verbal Responses to Television Commercials: Pub. Op'n Q. 29:2 (Summer 1965)	p. 34
The Impact of Television Advertising: Learning Without Involvement: Pub. Op'n Q. 29:3 (Fall 1965)	p. 37
The Measurement of Advertising Involvement: Pub. Op'n Q. 30:3 (1966)	p. 44
Psychological Perspectives in Marketing Strategy: Adapted from an Address to The Association of National Advertisers, 1966 National Conf., Colorado Springs, Colorado (Oct. 24, 1966)	p. 58
Processes Underlying Exposure to Advertising: ARF, Proceedings of the 14th Annual Conf., New York (Oct. 15, 1968)	p. 65
Television and Trust in Rationality: Undated manuscript ca. 1970	p. 76
What's a Krugman Connection?: Media Decisions (Nov. 1968)	p. 81
Brain Waves
Flicker Fusion Frequency as a Function of Anxiety Reaction: An Exploratory Study: Psychosomatic Medicine 9:4 (July-August 1947)	p. 89
Passive Learning from Television (with Eugene L. Hartley): Delivered at WAPOR, Amsterdam, Sept. 1969; Pub. Op'n Q. 34:2 (Summer 1970)	p. 96
Mass Media and Mental Maturity: Undated manuscript ca. 1970	p. 102
"Temporary" Effects of Communication: J. Adv. Res. 10:1 (Feb. 1970)	p. 117
Brain Wave Measures of Media Involvement: J. Adv. Res. 11:1 (Feb. 1971)	p. 122
Why Three Exposures May Be Enough: J. Adv. Res. 12:6 (Dec. 1972)	p. 133
What Makes Advertising Effective?: Harv. Bus. Rev. 53, No.2 (Mar.-Apr. 1975)	p. 139
Memory Without Recall, Exposure Without Perception: J. Adv. Res. 17:4 (Aug. 1977)	p. 149
Toward an Ideal TV Pre-Test: AMA Annual Advertising Research Conf., New York (May 16, 1978)	p. 158
The Two Brains: New Evidence on TV Impact: Broadcasting, "Monday Memo" (Jan. 29, 1979)	p. 163
Media Imagery: Perception After Exposure: AMA 11th Attitude Research Conf., Carlsbad, California (Mar. 4, 1980)	p. 166
A Question of Speed of Communications: Conf. on Newspaper Marketing in the New Era of Telecommunications, New York (Sept. 24, 1980)	p. 172
Sustained Viewing of Television: "Point of View", J. Adv. Res. 20:3 (June 1980)	p. 176
The Effective Use of Physiological Measurement in Advertising Research: AMA Twelfth Annual Attitude Research Conf., Hot Springs, Virginia (Apr. 6, 1981)	p. 182
Next Steps - A Productive Approach to Measuring Effective Frequency: ARF Key Issues Workshop, New York (June 4, 1982)	p. 192
The Two Futures of Advertising Research: Images vs. Messages: AAPOR New York Chapter (Feb. 8, 1983)	p. 198
Beyond Recall: Marketing Science Inst., Cambridge (Nov. 21, 1983)	p. 204
Measuring Memory: An Industry Dilemma: J. Adv. Res. 25:4 (Aug. 1985)	p. 209
A Personal Retrospective on the Use of Physiological Measures of Advertising Response: Undated Manuscript ca. 1986	p. 213
Corporate Advertising
Adapting Existing Survey Data Banks to Social Indicator Purposes: Undated Manuscript ca. 1972	p. 223
Innovations in Public Opinion Research: Market Research Council, New York (Mar. 19, 1976)	p. 229
Public Attitudes Toward Private Enterprise and Business: Unpublished Manuscript, May 18, 1977	p. 236
How to Misinterpret Public Opinion Research and Underestimate the Potential of Corporate Advertising: ANA Corporate Advertising Workshop, New York (Oct. 26, 1978)	p. 250
Understanding Public Response to Massive New Technologies: GE Management Seminar, Stamford (Nov. 5, 1979)	p. 255
Measuring Progress: ANA Corporate Advertising Seminar, New York (Oct. 17, 1979)	p. 262
Tracking the Effects of Corporate Advertising: ANA Advertising Research Workshop, New York (Dec. 9, 1981)	p. 266
Corporate Advertising as "Thought Provoking" Messages: Corporate Communications Workshop, Marketing Science Inst., Cambridge (May 1981)	p. 271
Repetition Revisited: Application of the Three Exposure Theory to Corporate Advertising: AMA 13th Attitude Research Conf., Arizona (Feb. 10, 1982)	p. 276
Television Program Interest and Commercial Interruption: J. Adv. Res. 23:1 (Feb. 1983)	p. 280
Methods and Observations
The "Draw a Supermarket" Technique: Pub. Op'n Q. 24:1 (Spring 1960)	p. 285
The Role of Magazines in America: Today and Tomorrow: Magazine Publishers Ass'n 39th Spring Conf., The Greenbriar (May 6, 1958)	p. 287
Fast Learning and Slow Forgetting of Advertising Campaigns: Fourth Annual ARF Research Quality Workshop, New York (Sept. 15, 1986)	p. 293
Limits of Attention to Advertising: "Point of View," J. Adv. Res. 28:5 (Oct.-Nov. 1988)	p. 297
High Resolution Television and Video Games of the Future: Some Psychological Implications: AMA, New York (Jan. 24, 1984)	p. 303
Some Consequences of High Definition Television: Market Research Council, New York (Mar. 16, 1990)	p. 309
Consumer Behavior: International Encyclopedia of the Social Sciences (MacMillan/Free Press 1968)	p. 316
Sociology and Consumer Behavior: American Sociological Ass'n Conf. on Sociological Issues in Business and Industry, New York (Sept. 3, 1986)	p. 324
Pavlov's Dog and the Future of Consumer Psychology: J. Adv. Res. 34:6 (Nov. 1994)	p. 328
Author Index	p. 333
Subject Index	p. 337
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