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Dr. Roger Blackwell 181 Dr. Roger Blackwell ia Professor of Marketing at the Ohio State University and a Consulting Associate and Director of Management Horizons, Incorporated. His specialty is the analysis of buyer behavior and development of market- ing strategy. Dr. Blackwell is the co-author of the Fourth Edition of Consumer Behavior, the most widely adopted textbook in the field. He has written fourteen books including Market- ing Management, a soon to be released book relating mar keting principles to corporate strategy. Some of his other books inciude Consumer Attitudes Toward Health Care, American Attitudes Toward Death and Funerals, Communi- cations for the Funeral Profession, Laboratory Equipment for Marketing Research, Research in Consumer Behavior, and Strategic Marketing. His Ph.D. is from Northwestern University and he holds B.S. and M.S. degrees from the University of Missouri. He has served as a Visiting Professor of Marketing at Stanford University Graduate School of Business and a visiting lecturer in Canada, Australia, South Africa and several European countries. Dr. Blackwell has won several awards for outstanding teaching at the Ohio State University and he isa a consul- tant to some of America's largest corporations. He has served as an expert witness before the Federal Trade Com- mission and other legal proceedings and his opinions have been quoted in the Wall Street Journai, Forbes, Business Week and other leading business publications. Over fifty articles he has written have appeared in Journal of Market- ing Research, Journal of Advertising Research, Business Horizons and many other publications. ®

182 Revised 7/1/81 PUBLICATIONS Roger D. Blackwell The Ohio State University BOOKS Roger 0. Blackwell, James F. Engel and David T. Kollat, Cases in Consumer Behavior, Holt, Rinehart and Winston, Inc., 1969. David T. Kollat, Roger Blackwell and James Engel, Research in Consumer Behavior, 1970. Roger Blackwell, James Hensel, Mike Phillips, and Brian Sternthal, Laboratory Equipment for Marketing Research, Kendall-Hunt, Inc., 1970. David T. Kollat, Roger 0. Blackwell, and James Robeson, Strategic Marketing, Holt, Rinehart and Winston, Inc., 1972. Roger D. Blackwell and W. Wayne Talarzyk, American Attitudes Toward Death and Funerals, Evanston, Illinois: Casket Manu acturers Association, 1974. Roger 0. Blackwell, W. W. Talarzyk & D. C. Beever, Professional Funeral Pricin (Columbus: New Horizons.eublishing, Inc., 19 Roger Blackwell and David Anderson, A Christian A roach to Transcendental Meditation (Columbus: New Hon zons Pub ishing, 9 Roger D. Blackwell, J. F. Engel & W. W. Talarzyk, Contem orar Cases in Consumer Behavior (Hinsdale, Illinois: Dryden Press, Roger D. Blackwell & W. W. Talarzyk, Consumer Attitudes Toward Ph sicians and Malpractice (Columbus: Grid P ishing, 1977). Roger 0. Blackwell and W. Wayne Talarzyk, Communications for the Funeral Profession (Columbus: New Horizons Publishing, 9 9. Roger D. Blackwell, H. Lee Mathews and Carolyn Randolph, Living in Columbus (Columbus, Nationwide Insurance, 1979). Roger D. Blackwell, Books About Death: An Annotated Bibliography (Columbus: The . Ohio Funeral Directors Association, 1980~- J. F. Engel and Roger D. Blackwell, Consumer Behavior, 4th Edition (Chicago: Dryden Division of Holt, Rine art, W nston, st Ed, 196 , 2nd Ed., 1973, 3rd Ed., 1978, 4th Ed., 1982). Roger D. Blackwell, James Robeson and David Kollat, Marketin Mana ement: A Strategic Approach (Chicago: Dryden Press, In press . 183 ARTICLES IN PROFESSIONAL JOURNALS: Roger 0. Blackwell, "Potentials of Contra-Cyclic Government Review (September-October 1963), Roger 0. Blackwell, "Evaluating a Store's Image, Research (May 1966), 2-4. Roger 0. Blackwell, "Knowing Your Image," Small Small Business Administration, 1967. ' Roger D. Blackwell, "Socio-Economic Variables Af (February 1967), OSU Bulletin of Business Re Roger D. Blackwell, "Price Levels in the Funeral of Economics and Business (Winter 1967), 74- James F. Engel and Roger D. Blackwell, "Affluent Bulletin of Business Researbh (October 1968) J. F. Engel, J. F. Kegerreis and Roger D. Blackw, by the Innovator, Journal of Marketing (Dec D. T. Kollat and Roger D. Blackwell, "Recognizin Traffic Pattern Studies," The New York Retai "Price Levels in the Funeral'fndustry," In Donal Action, Second Edition,(Boston: Houghton Mif James Engel, David Kollat and Roger Blackwell, "! Segmentation," Business Horizons (June 1969) Roger D. Blackwell and James F. Engel, "Attitude the Negro Neighbor," Business Topics (July-A: James F. Engel, Roger D. Blackwell and Robert Ke• Used to Adopt an Innovation," Journal of Advw 1969), 3-10. H. E. Spence, James Engel and Roger 0. Blackwell and Retail Store Buying," Journal of Marketi, David T. Kollat, James F. Engel and Roger D. Bla, Consumer Behavior Research," Journal of Mark, 327-333. Roger D. Blackwell and James F. Engel, "Carmunic, Changing World," in David L. Sparks, Broaden (Chicago: American Marketing Associat o~T93 Roger D. Blackwell and Brian Sternthal, "Physiolc cations Variables," in David L. Sparks, Broa (Chicago: American Marketing Association-T9'

ARTICLES IN PROFESSIONAL JOURNALS: Roger 0. Blackwell, "Potentials of Contra-Cyclical Advertising," 8usiness and Government Review (September-October 1963), 22-32. Roger D. Blackwell, "Evaluating a Store's Image," OSU Bulletin of Business Research (May 1966), 2-4. Roger 0. Blackwell, "Knowing Your Image," Small Marketers Aids No. 124. Washington Small Business Administration, 1967. Roger 0. Blackwell, "Socio-Economic Variables Affecting Consumer Funeral Decisions," (February 1967), OSU Bulletin of Business Research. 4-6. Roger D. Blackwell, "Price Levels in the Funeral Industry," The Quarterly Review of Economics and Business (Winter 1967), 74-84. James F. Engel and Roger 0. Blackwell, "Affluent Suburbia and the Negro Neighbor," Bulletin of Business Researbh (October 1968), 1-9. J. F. Engel, J. F. Kegerreis and Roger D. Blackwell, "Word-of-Mouth Communication by the Innovator," Journal of Marketing (December 1968), 15-19. D. T. Kollat and Roger D. Blackwell, "Recognizing the Limitations of Customer Traffic Pattern Studies," The New York Retailer (December 1968), 3-7. "Price Levels in the Funeral`fndustry," in Donald S. Watson, Price Theory in Action, Second Edition,(Boston: Houghton Mifflin Co. 1969), 225-265. James Engel, David Kollat and Roger Blackwell, "Personality Measures and Market Segmentation," Business Horizons (June 1969), 61-70. Roger D. Blackwell and James F. Engel, "Attitudes of Affluent Suburbia Toward the Negro Neighbor," Business Topics (July-August 1969). 41-49. James F. Engel, Roger D. Blackwell and Robert Kegerreis, "How Information is Used to Adopt an Innovation," Journal of Advertising Research (December 1969), 3-10. H. E. Spence, James Engel and Roger D. Blackwell, "Perceived Risk in Mail-Order and Retail Store Buying," Journal of Marketing Research (August 1970), 364-369. David T. Kollat, James F. Engel and Roger D. Blackwell, "Current Problems in Consumer Behavior Research," Journal of Marketing Research (August 1970), 327-333. Roger D. Blackwell and James F. Engel, "Comnunicating Religious Truth in a Changing World," in David L. Sparks, Broadenin the Conce t of Marketin , (Chicago: American Marketing Associat on 0. Roger D. Blackwell and Brian Sternthal, "Physiological Measurement of Communi- cations Variables," in David L. Sparks, Broadenin the Conce t of Marketin (Chicago: American Marketing Association, 1970).

185 Roger D. Blackwell, Brian Sternthal and James Hensel, "Pupil Dilation: What Does It Measure?" Journal of Advertising Research, Vol. 10 (August 1970),15-19. Roger D. Blackwell, "The Product of the Funeral Director", "Management Planning for Growth Oriented Funeral Firms," "Socio-economic Variables Affecting Funeral Purchase Decisions", "Professional Pricing by Funeral Firms", and "Improving Funeral Firm Performance Through Better Consumer Analysis (with J. F. Enge1)", all reprinted in Sam P. Douglass, ed., Funeral Homes: Le al and Business Problems (New York: The Practicing Law Institute 197 , 153-207. David T. Kollat, Roger D. Blackwell and James F. Engel, "Current Status of Consumer Research, Developments in the 1968-1972 Period", Paper Presented to Association for Consumer Research, November 5, 1972, Chicago. Roger D. Blackwell, David T. Kollat and James F. Engel, "A Research Approach to Consumerism", Paper Contributed to American Institute for Decision Sciences, Fourth Annual Meeting, New Orleans, November 1-3, 1972. Roger D.Blackwell, James F. Engel and David T. Kollat, "A Multifunctional Analysis of Multimediation Models of Consumer Behavior", Paper presented to Association for Consumer Research Annual Convention, Boston, 1973. Roger D. Blackwell, David T. Kollat and James F. Engel, "Determining Consumer and Customer Wants", in Steuart H. Britt (ed.), Marketin Mana er's Handbook. Chicago: The D'rtnell Corp., 1973, 21 - . Douglass K. Hawes, W. Wayne Talarzyk, and Roger D. Blackwell, "Consumer Satisfactions from Leisure Time Pursuits", in M. H. Schl-inger (ed.), Advances in Consumer Research Vol. II. Chicago: Association for Consumer Research, , 8 - . Roger 0. Blackwell, "Strategic Planning in Marketing: Discussion", in Ronald C. Curhan (ed.), 1974 Combined Proceedin s of the AMA. Chicago: American Marketing Association, 1974. 476-4 77. Roger D. Blackwell, Douglass K. Hawes and W. Wayne Talarzyk, "America's Use of Credit Cards: A Nationwide Study of Female and Male Attitudes", Bulletin of Business Research, Vol. 50, No. 2 (February, 1975), 5-8. Roger 0. Blackwell and W. Wayne Talarzyk, "Gistner Funeral Home" Case #9-575-711, Intercollegiate Case Clearing House, Harvard Graduate School of Business Administration, 1975. Roger D. Blackwell, D. K. Kawes 5 W. Y. Talarzyk, "Attitudes Toward Use of Credit Cards: Do Men and Women Differ?" Baylor Business Studies, Nov-Dec. 1976, Jan. 1977, 57-71. Roger 0. Blackwell, "John Howard and Marketing Theory and Metatheory", in Alan R. Andreason and Seymour Sudmen (eds.), Public Polic and Marketin Thought, (Chicago American Marketing Associatio- , - . Roger D. Blackwell, D. K. Hawes & W. W. Talarzyk Male Bank Card Holders: A Psychographic and Proceedings of A.M.A. Fall Meetings, 1976. Roger D. Blackwell, D. K. Hawes & W. W. Talarzyk Credit Cards: Results of a Nationwide Study" the Southwestern Marketing Association, Marc Roger 0. Blackwell, "The Diffusion of Diffusion to Association for Consumer Research, San Fr Justin Voss and Roger Blackwell, "The Role of Ti Behavior," in 0. C. Ferrell, S. W. Brown and Conce tual and Theoretical Develo nts in M Marketing Assoc ation, 1979, 28 -295. Roger D. Blackwell, "The Future of Fashion: The Textiles and Clothing," Combined Proceedings Professors of Textiles and Clothing, 1979, 5'. Roger D. Blackwell, "The Consumer Approach to D& sented to Fifth Annual Symposium on Death Ed University-, March 1980. Roger D. Blackwell, "The Effects of Lifestyles o~ A.M.A. News (March 3, 1980). ~ Roger 0. Blackwell and JoAnn Schickel Hilliker, ' Decision Process Analysis of Focused Group Ir Hunt and Frances M. Magrabi, eds., Interdisc (Ann Arbor: Association for Consumer Researct Roger D. Blackwell, "Seven Principles of Marketir News (Chicago: American Marketing Associatior H. Lee Mathews and Roger D. Blackwell, "Implemen~ Higher Education," in Richard Bagozzi, ed., h Changes and Challenges (Chicago: American Mar Roger 0. Blackwell (with Karen S. Edwards), "The Patient Care to Patient Advocate, The Ohio 7~ . 980 , 4 -4 9. Roger 0. Blackwell, "The Role of Lifestyle Analy; Journal of Retailing Research (May 1980). W. Wayne Talarzyk and Roger D. Blackwell,.'James Contributions to Consumer Behavior," Paper pr University of Illinois, May 1981. Roger D. Blackwell, "The Many Hats of Today's Fur in Charles Stewart, Funeral Service: Counsel` (Batesville, Indiana: Batesv e Management ~ Roger D. Blackwell, "The Preparation of Future M, of Marketing Education (Spring 1981), 4-9.

. 185 Roger D. Blackwell, D. K. Hawes & W. W. Talarzyk, "Profiling the Female and Male Bank Card Holders: A Psychographic and Demographic Analysis", Proceedings of A.M.A. Fall Meetings, 1976. Roger D. Blackwell, D. K. Hawes & W. W. Talarzyk, "Consumers' Use of Credit Cards: Results of a Nationwide Study", paper presented at the Southwestern Marketing Association, March 17-20, 1976. Roger 0. Blackwell, "The Diffusion of Diffusion Research," Paper presented to Association for Consumer Research, San Francisco, October 1979. Justin Yoss and Roger Blackwell, "The Role of Time Resources in Consumer Behavior," in 0. C. Ferrell, S. W. Brown and C. 11. Lamb, Jr., (eds.), Conceptuat and Theoretical Developments in Marketing (Chicago: American Marketing ssoc9ation, /~ 28 -295. Roger D. Blackwell, "The Future of Fashion: The Influence of Lifestyles on Textiles and Clothing," Combined Proceedings of the Association of College Professors of Textiles and Clothing, 1979, 59-64. Roger D. Blackwell, "The Consumer Approach to Death Education," Paper pre- sented to Fifth Annual Symposium on Death Education at the Ohio State University, March 1980. Roger D. Blackwell, "The Effects of Lifestyles on Retailing in the 1980's." A.M.A. News (March 3, 1980). ~ Roger 0. Blackwell and JoAnn Schickel Hilliker, "Clothing Decisions: A Decision Process Analysis of Focused Group Interviews," in H. Keith Hunt and Frances M. Magrabi, eds., Interdisci iina Consumer Research (Ann Arbor: Association for Consumer Rese3rch 1980 , 20-2 . Roger D. Blackwell, "Seven Principles of Marketing Education," Marketing News (Chicago: American Marketing Association, May 1980). H. Lee Mathews and Roger D. Blackwell, "Implementing Marketing Planning in Higher Education," in Richard Bagozzi, ed., Marketin in the 80's: Changes and Challenges (Chicago: American Marceting Association, 1980, 1-5. Roger D. Blackwell (with Karen S. Edwards), "The 1980's Ph sician: From Patient Care to Patient Advocate, The Ohio State Medica Journa (September , -479. Roger D. Blackwell, "The Role of Lifestyle Analysis In Retailing Profitability,= Journal of Retailing Research (May 1980). W. Wayne Talarzyk and Roger D. Blackwell, "James F. Engel: Twenty Years of Contributions to Consumer Behavior," Paper presented to Converse Symposium, University of Illinois, May 1981. Roger D. Blackwell, "The Many Hats of Today's Funeral Director," Chapter 6 in Charles Stewart, Funeral Service: Counselin Princi les and Practices (Batesville, Indiana: Batesvi e Management Servi ces, 1981 . Roger D. Blackwell, "The Preparation of Future Marketing Managers," Journal of Marketing Education (Spring 1981), 4-9.

186 OTHER PUBLICATIONS: Roger 0. Blackwell,"The Public Relations Effects of Pricing Policies'; Public Relations (4th Quarter, 1967), 1-10. Roger D. Blackwell, "The Consumer Image of Funeral Pricing," Ohio Spot Release (July 1967). 6-8. Roger D. Blackwell, "STudent Survey of Funeral Purchase Decisions," Ohio Spot Release, (March 1968), 5. Roger 0. Blackwell, "The Product of the Funeral Director," Journal of Funeral Service (Jan-Feb. 1969), 6-8. Roger D. Blackwell, "Public Relations and the Consumers' Need for Information," Public Relations (First Quarter 1969), 1-9. James F. Engel and Roger D. Blackwell, "Understanding the Consumer: Your Key to Profit in the 1970's," Public Relations (Second Quarter 1969), 1-11. Roger D. Blackwell, "Management of Apartments in the 1970's," Journal of Homebuilding. (December 1969), 84-86. Roger D. Blackwell and James F. En el, "The Image of the Osteopathic Profes- sion," Osteopathic Physician, ~November 1969); 13-20. Roger D. Blackwell and David T. Kollat, "Strategic Marketing to the New Consumer," Building Supply News, (October 1971), 97-101. Roger D. Blackwell and W. Wayne Talarzyk, "Market Segmentation in the Funeral Profession," Mortuary Management (January 1975), 32-33ff. Roger 0. Blackwell and W. Wayne Talarzyk, "The Return-On-Investment Approach to Funeral Pricing," a two-part article in The American Funeral Director, March & April 1977. Roger 0. Blackwell, "Lifestyle Radio: Waves of the Future?" Radioactive (April 1980), 16-17. Roger 0. Blackwell, "The Effects of Changing Lifestyles on Careers in Business," OEA Communique (April-May 1980), 4-6. Roger 0. Blackwell, "Changing Lifestyles," Credit Union Marketing (Summer 1981), 4-8. O W ~ ~ . ~ --0":, O 187 The CHAIRMAN. Now, you have II unnecessary because over 90 perceni smoking is harmful. If this is so, it i: ing label required by legislation, oi people. Now, how could this effort to i: health consequences be counterprodl: Mr. HORRIGAN. Mr. Chairman, tc nublic health, from a marketing vie talking about delivering a message, our experience is that there is a grE single mindedness versus clutter. V know, to advertise on television, but greatly about the millions of dollars cials surrounded by other commerch therefore their message is diffused. ness in effective marketing. What you in effect have here is a v( been proven over the years, and we h of your own sincere intentions, you v ter, let alone the chaos that would exi The CHAIRMAN. In your testimony, Smoking Prevention Education Act i: to conform and to encourage prohil course, I think everybody here today I desire to have prohibition of smokinl public. Now, I do not know whether this 1 be forcing or prohibiting smoking, b, intent. You indicate 30 highly qualified a,, ready to appear and challenge the sc Yet, I think the overwhelming majoi the world accept the conclusions of tl their efforts linking cigarette smoking Now, how do you account for the sl among these various scientists? Mr. HORRIGAN. First of all, Mr. Chan jected myself this morning in these mE proceed to answer in a scientific wa, make this opening statement, that ju here, an eminent physician said that, ir that does exist, and that is a fact, after . To answer your question and to add ~ (ike to turn the question over to Dr. Sor. The CHAIRMAN. Dr. Sommers? Dr. SOMMERS. Mr. Chairman, the key Ology, indeed, shows a strong statistical ing and a variety of diseases, but epide nique that can never prove cause and ef Cause and effect have to be proved animal experiments and in vitro expe been achieved. 4 .~' a5-u~7 0-82---13