1. Consumer behavior: Some thoughts on Sheth’s evaluation of the discipline

   • Albert J. Della Bitta

   OriginalPaper Pages: 1 - 9

2. Reply

   • Jagdish N. Sheth

   Letter Pages: 10 - 15

3. Rejoinder

   • Albert J. Della Bitta

   Letter Pages: 16 - 19

4. Directions for marketing knowledge development: Opinions of marketing research managers

   • Calvin P. Duncan
   • Charles M. Lillis

   OriginalPaper Pages: 20 - 36

5. The structure of consumers' satisfaction: Cross-product comparisons

   • R. Neil Maddox

   OriginalPaper Pages: 37 - 53

6. Multi-stage information processing behavior: An experimental investigation

   • Naresh K. Malhotra

   OriginalPaper Pages: 54 - 71

7. Copy testing methods and measures favored by top ad agency and advertising executives

   • Lyman E. Ostlund
   • Kevin Clancy

   OriginalPaper Pages: 72 - 89

8. National advertising, brands, and channel control: An historical perspective with contemporary options

   • Charles H. Patti
   • Raymond P. Fisk

   OriginalPaper Pages: 90 - 108

9. Consumer involvement in retail store positioning

   • Raj Arora

   OriginalPaper Pages: 109 - 124

10. Consumers' awareness and attitude towards repricing

    • Venkatakrishna V. Bellur

    OriginalPaper Pages: 125 - 139

11. Effect of sponsor advocacy on message perception and attitude change

    • Robert W. Cook
    • W. Benoy Joseph

    OriginalPaper Pages: 140 - 153

12. Decoding nonverbal and vocal communications: A laboratory study

    • Patrick L. Schul
    • Charles W. Lamb

    OriginalPaper Pages: 154 - 164

13. Developing the marketing concept in public accounting firms

    • Tyzoon T. Tyebjee
    • Albert V. Bruno

    OriginalPaper Pages: 165 - 188

14. An RSM investigation of the profit potential of customer service variables in physical distribution

    • John C. Rogers
    • Ernest B. Uhr
    • Ernest C. Houck

    OriginalPaper Pages: 189 - 207