A Multiple Exposure Study of the Effects of Comparative and Noncomparative Television Commercials on Cognitive Response, Recall, and Message AcceptanceJan 1, 1982 George E. Belch and Richard J. Lutz, 1982, 82-107
Presents findings of a laboratory experiment using cognitive response and hierarchy-of-effects measures of consumer response to comparative and noncomparative commercials.
Benefit Segmentation: An Industrial ApplicationJan 1, 1982 Rowland T. Moriarty and David J. Reibstein, 1982, 82-110
Using data from 319 firms that purchased data terminals, tests whether market segments based on traditional criteria such as SIC code and company size are congruent with segments based on product benefits sought.
Determinants of Food Consumption in American HouseholdsJan 1, 1982 Diane H. Schmalensee et al., 1982, 82-112
Based on a national survey, identifies determinants of food consumption, evaluates the relationships among these determinants, and segments American households according to differences in food consumption patterns.
National Account Management: Emerging InsightsJan 1, 1982 Benson P. Shapiro and Rowland T. Moriarty, 1982, 82-100
First in a planned series of reports based on experience of 19 major corporations. Defines national accounts and describes the development of national account programs.
Sales Force Management: Integrating Research AdvancesJan 1, 1982 Adrian B. Ryans and Charles B. Weinberg, 1982, 82-104
Integrates empirical findings, behavioral science theories, and marketing models into a decision-oriented framework for managing the personal selling function.