1. The impact of risk and competition on choice of innovations

   • Hubert Gatignon
   • Thomas S. Robertson

   OriginalPaper Pages: 191 - 204

2. Cross-task validity comparisons of stated preference choice models

   • Jordan J. Louviere
   • Michael F. Fox
   • William L. Moore

   OriginalPaper Pages: 205 - 213

3. Measuring the reach and frequency elasticities of advertising media

   • Fred S. Zufryden
   • James H. Pedrick

   OriginalPaper Pages: 215 - 225

4. A marginal-predictive approach to identifying household parameters

   • Greg M. Allenby
   • Peter E. Rossi

   OriginalPaper Pages: 227 - 239

5. The effects of memory set accessibility and relevance on the use of memory information during product choice

   • Sarah Fisher Gardial
   • David W. Schumann
   • Ed Petkus Jr.

   OriginalPaper Pages: 241 - 251

6. Principles involving marketing policies: An empirical assessment

   • J. Scott Armstrong
   • Randall L. Schultz

   OriginalPaper Pages: 253 - 265

7. Gratitudes and latitudes in M.B.A. attitudes: Customer orientation and theBusiness Week poll

   • Morris B. Holbrook

   OriginalPaper Pages: 267 - 278