"The Communications Effectiveness of Comparative Advertising Under Conditions of Product Involvement and Brand Use," 9th Annual Albert Haring Symposium, Proceedings, Indiana University Graduate School of Business, Bloomington, Indiana, 1979. This paper was based on my doctoral dissertation that showed the consequences of comparative advertising vis a vis noncomparative and "Brand X" advertising. Comparative advertising is useful for reaching some communications objectives, but not others; it should be used very carefully by firms, taking into consideration their current position in the market and what they want their advertising to achieve.
"Comment on 'An Experimental Investigation of Comparative Advertising'", Journal of Marketing Research, May 1981. Conceptual and methodological critique of an experiment on comparative advertising.
"Brand Commitment & Product Involvement," Journal of Advertising Research, December 1981. Theoretical relationship between two important constructs in consumer behavior, with evidence showing they can be at odds with each other. Parts of this article were republished in at least one textbook on Consumer Behavior.
(With M. Corrigan & E. Thomas) "The Word Processing Equipment Selection Process: The Relative Importance of Choice Criteria for Decision Makers", Office Systems Research Journal, Spring, 1983. Examination of the choice criteria buyers use for selecting word processing equipment for offices. The analysis is based largely on a unique scale manipulation.
"Ordinal & Interval Scaling", Journal of the Marketing Research Society, November 1983. A discussion of the consequences of violating assumptions about what is "permissible" in different levels of measure, especially using parametric statistics to analyze ordered metric data. Inquiries about this article came from England, Yugoslavia, Poland, Japan, Australia, and New Zealand as well as the U.S.
(With A. Mathias) "Image Effects of Attorney Advertising," Journal of Advertising, December 1983. A projective experiment that suggests TV advertising can hurt rather than help the image of an attorney, but that the damage can be lessened if there is also strong word-of-mouth.
(With S. Klock) "Older & Younger Models and Older Age Audiences: A Communications Effectiveness
Experiment," Akron Business & Economic Review, Winter, 1983. A projective experiment that shows
older age consumers react similarly to older and younger models in advertising.
"Ego Involvement & Brand Commitment", Journal of Consumer Marketing, Winter, 1984. A theoretical discussion of the relationship between these two constructs, with implications for market segmentation and marketing strategy.
(With W.B. Joseph) "Measuring Consumer Involvement: Developing a General Scale," Psychology & Marketing,
Summer, 1984. Development of a short, general scale to measure consumer involvement across a
variety of products, with reliability and validity checks.
(With W.B. Joseph) "Reply to Arora and Baer's Comment on Measuring Consumer Involvement," Psychology & Marketing, Summer, 1985. Defense of the theoretical basis for developing a unidimensional rather than multidimensional scale to measure consumer involvement in products.
"Cannibalism in Multi-Brand Firms," Journal of Consumer Marketing, Spring, 1986. Theoretical yet pragmatic
discussion of conditions under which brand cannibalization should be ac- cepted in new product
development strategy. The paper combines marketing and financial considerations for companies.
This article was republished in the Journal of Product & Brand Management in Summer, 1992.
"Product Involvement", in Business Research Guide: Marketing Richard Hise & Walton Beacham, eds., Research Publishing Washington, DC, 1986. A brief discussion of the history and recent developments of this construct, and its practical implications for marketing management.
"Comparative Advertising", in Business Research Guide: Marketing, Richard Hise & Walton Beacham, eds., Research Publishing: Washington, DC, 1986. A brief, practical discussion of the circumstances under which a firm should or should not use comparative advertising.
(With A.C. Gross & P.J. Shuman) "Corporate Sponsorship of Arts & Sports Events", ESOMAR Conference Proceedings, Montreux Congress, September 1987. A discussion of the growth of sponsorship and its role in the communications mix of companies. This paper won the INRA Prize awarded to the best paper devoted to the Conference Theme.
(With A.C. Gross & P.J. Shuman) "Corporate Sponsorship of Arts & Sports Events in North America, European Research, Fall, 1987. A publication of the ESOMAR conference paper (see above).
(With R.G. Javalgi, A.C. Gross, & E. Lampman) "Awareness of Corporate Sponsorship and Corporate Image: An Empirical Investigation," Journal of Advertising, December 1994. This paper looks at the effect that awareness of corporate sponsorship has on the image consumers have of a company, with managerial implications – chief among which is that it can hurt rather than help the image of certain companies.