The impact of risk and competition on choice of innovations Hubert GatignonThomas S. Robertson OriginalPaper Pages: 191 - 204
Cross-task validity comparisons of stated preference choice models Jordan J. LouviereMichael F. FoxWilliam L. Moore OriginalPaper Pages: 205 - 213
Measuring the reach and frequency elasticities of advertising media Fred S. ZufrydenJames H. Pedrick OriginalPaper Pages: 215 - 225
A marginal-predictive approach to identifying household parameters Greg M. AllenbyPeter E. Rossi OriginalPaper Pages: 227 - 239
The effects of memory set accessibility and relevance on the use of memory information during product choice Sarah Fisher GardialDavid W. SchumannEd Petkus Jr. OriginalPaper Pages: 241 - 251
Principles involving marketing policies: An empirical assessment J. Scott ArmstrongRandall L. Schultz OriginalPaper Pages: 253 - 265
Gratitudes and latitudes in M.B.A. attitudes: Customer orientation and theBusiness Week poll Morris B. Holbrook OriginalPaper Pages: 267 - 278