1. Indifference Curves that Travel with the Choice Set

   • Aimee Drolet
   • Itamar Simonson
   • Amos Tversky

   OriginalPaper Pages: 199 - 209

2. Leveraging Equity Across The Brand Portfolio

   • Carolyn J. Simmons
   • Barbara A. Bickart
   • Lauranne Buchanan

   OriginalPaper Pages: 210 - 220

3. Advertising Spending and Perceived Quality

   • Sridhar Moorthy
   • Hao Zhao

   OriginalPaper Pages: 221 - 233

4. Nutrition Ad Claims and Disclosures: Interaction and Mediation Effects for Consumer Evaluations of the Brand and the Ad

   • Scot Burton
   • J. Craig Andrews
   • Richard G. Netemeyer

   OriginalPaper Pages: 235 - 247

5. Attribute Range Effects in Binary Response Tasks

   • Tobias Ohler
   • Aihong Le
   • Joffre Swait

   OriginalPaper Pages: 249 - 260

6. A Meta-Analysis of Variance Accounted for and Factor Loadings in Exploratory Factor Analysis

   • Robert A. Peterson

   OriginalPaper Pages: 261 - 275