1. Marketing as a pluralistic discipline: The forestalling of an identity crisis

   • Zohrab S. Demirdjian

   OriginalPaper Pages: 672 - 681

2. Mass media and adolescent minority consumers: An experiment in effectiveness

   • Michael G. Harvey
   • Thomas E. Barry

   OriginalPaper Pages: 682 - 693

3. The structure of perceived risk: Some further progress

   • Raymond L. Horton

   OriginalPaper Pages: 694 - 706

4. Instability and consumer alienation in France

   • Henry Pruden
   • Jean-Paul Leonardi

   OriginalPaper Pages: 707 - 721

5. The influence of price, store name, and brand name on perception of product quality

   • Barry Render
   • Thomas S. O'Connor

   OriginalPaper Pages: 722 - 730

6. Population density and type of purchase as explanatory variables in consumer information search

   • Kenneth J. Roering
   • Carl E. Block

   OriginalPaper Pages: 731 - 741

7. Children's responses to TV advertising: Product versus premium orientation

   • Ronald S. Rubin

   OriginalPaper Pages: 742 - 752

8. Risk perception as a determinant of in-home consumption

   • Leon G. Schiffman
   • Stephanie Schus
   • Leon Winer

   OriginalPaper Pages: 753 - 763

9. The marketing of political candidates

   • Avraham Shama

   OriginalPaper Pages: 764 - 777

10. Sunday shopping and promotion possibilities

    • Dale L. Varble

    OriginalPaper Pages: 778 - 791

11. A note on the effectiveness of written versus aural two-sided messages in attitude change

    • J. B. Wilkinson
    • Charles Alford
    • J. Barry Mason

    OriginalPaper Pages: 792 - 800

12. Managing channel conflict through channel development

    • William G. Zikmund
    • Ralph F. Catalanello

    OriginalPaper Pages: 801 - 813

13. Pricing and marketing communications: The noneconomic factors

    • M. Wayne DeLozier
    • Arch G. Woodside

    OriginalPaper Pages: 814 - 824

14. Book reviews

    • Richard P. Bagozzi
    • John F. Cady
    • Kenneth A. Coney

    BookReview Pages: 825 - 832