1. How effective are public policy decissions?…The need for a general evaluation model

   • Robert Anderson
   • R. Eugene Klippel

   OriginalPaper Pages: 554 - 565

2. Situational and brand attitude models of consumer choice behavior

   • William O. Bearden
   • Arch G. Woodside
   • James M. Clapper

   OriginalPaper Pages: 566 - 576

3. The portrayal of women in advertising: An overlooked area of societal marketing

   • Stephen W. Brown
   • Adel I. El-Ansary
   • Nancy Darsey

   OriginalPaper Pages: 577 - 583

4. Computer assisted purchasing

   • James A. Fitzsimmons
   • Vijay Mahajan

   OriginalPaper Pages: 584 - 591

5. Evaluating the effects of anonymous respondents on mail survey results

   • Richard T. Hise
   • Michael A. McGinnis

   OriginalPaper Pages: 592 - 598

6. Evaluation of quality factors in marketing experiments

   • Chem L. Narayana
   • James F. Horrell

   OriginalPaper Pages: 599 - 607

7. Consumer motivation: A developmental self concept approach

   • Terrence V. O'Brien
   • Humberto Tapia Sanchez

   OriginalPaper Pages: 608 - 616

8. Consumer choice consistency in transportation decisions

   • Dinoo J. Vanier
   • Robert R. Trippi

   OriginalPaper Pages: 617 - 630

9. The measurement of the relative influence of husband and wife upon a purchase decision

   • Richard A. Werbel

   OriginalPaper Pages: 631 - 643

10. Social class and consumer behavior: A review for the 70's

    • Harold W. Berkman
    • Christopher C. Gilson

    ReviewPaper Pages: 644 - 657

11. Book reviews

    • Ralph M. Gaedeke
    • Mary Carolyn Harrison
    • Bruce L. Stern

    BookReview Pages: 658 - 661

12. Fist Academy of Marketing Science Marketing Symposium and Honors Banquet

    Report Pages: 662 - 671