1. When to lead or follow? It depends

   • Mark Parry
   • Frank M. Bass

   OriginalPaper Pages: 187 - 198

2. The convergent validity of dichotic listening and hemispheric priming as methods for studying lateralized differences in affective responses

   • Punam Anand
   • Morris B. Holbrook

   OriginalPaper Pages: 199 - 208

3. Is television advertising being placed to reach product users?

   • Imran S. Currim
   • Robert W. Shoemaker

   OriginalPaper Pages: 209 - 220

4. Entry encouragement

   • M. Corstjens
   • C. Matutes
   • D. Neven

   OriginalPaper Pages: 221 - 228

5. Consumers' mood states and the decision-making process

   • Meryl P. Gardner
   • Ronald Paul Hill

   OriginalPaper Pages: 229 - 238

6. Managerial perspectives on trade and consumer promotions

   • Chakravarthi Narasimhan

   OriginalPaper Pages: 239 - 251

7. Measuring preschool children's attitude

   • M. Carole Macklin
   • Karen A. Machleit

   OriginalPaper Pages: 253 - 265

8. An ecological niche theory approach to the measurement of brand competition

   • George R. Milne
   • Charlotte H. Mason

   OriginalPaper Pages: 267 - 281