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726 STATEMENT OF PROFESSOR YO RAM J. WIND FOR SU$MISSON TO THE S'J3COiC4iTT_T? ON :Ei+LT:: AND TI•iF. S*'VIRODIiVF.`IT I am Yoram (Jerry) Wind. Since 1973 I have served as Professor of Marketing at the Wharton School of the Uni•rersit~ of Pennsylvania, and am the past editor of the Journal of Market- inc. I have been on the faculty at Wharton since receiving my ~ doctorate degree from Stanford University in 1a _67.' My spec<_al_,.y•i is marketing research, with particular emphasis on the ar.aiysi.s : and measurement of consumer behavior. During the past fifteen :. years I have served as a research consultant for various government agencies and about 100 companies and have published ~ extensively '-n many areas of marketing. A resume of my educa- r~ tional background and professional activities, and a bibliograp:i. of my publications, are attached to this statement. I have been asked by The Tobacco Institute to presentl my views, as an expert in marketing and consumer behavior, on y., ~ the theoretical and factual support for certain of the provisions of H.R. 5653. My testimony will deal with the proposed fir_diags1 that existing government and private programs, including the Surgeon General's warning statement, have not adecuately i._ formed the public about smoking and health issues, and the proposal to replace the current warning statement wi th a rotational system of seven different warning statements. My comments are based on an evaluation of a doc•.:ment issued in May 1981 by the Staff of the Federal Trade Commission e.*.t'_tled Report on the Cigarette advert' si ng Invest' gar.ion, •.rhic: I understand was submitted rationale that appears tc :abelinq provisions of tf the consumer studies and .:Pon in that Report. My conclusion c _x_ent that the labeling _.. :. R. 5653 are based or set forth in the FTC Sta; ,actual or theoretical st _:11's objective. I base that cor First, the leve sr:oking and health issue: a'.:rveys cited in the FTC b=S ~ -- much higher than 'crnal advertising and ma =:C Staff to minimize the :ssues are based on misir --ted in the Report and e ress and belief. The cor e t-.1 that "present Federe •`•a7e been insufficient ir A-erican Public" (Sec. 2( ,,,•- ~- • ngs of the studies : Second, there : support for She proposit: G7CO., Q: C ~ N ~ N]

727 A*d J. -WIND FOR 2 1 "_ . ON :~'AL:: ;]5:IT ince 1973 I have served -ton School of the University :or of the Journal of Ma:ket- narton since receiving my -sity in 1967.' My specialty r emphasis on the ar.alys9.s During the past fifteen :sultant for various :oanies and have published ig. A resume of my educa- :tivities, and a bibliography ::zis statement. 3bacco Institute to present and consumer behavior, on °or certain of the provisions 1 with the proposed findings programs, including the have not adequately i._ iealth issues, and the ing statement with a warning statements. My of a document :ssued in Trade Commission entitled Investigation, which I t understand was submitted to Congress and was based on a rationale that appears to be similar to that underlying the labeling provisions of the present bill. I also have reviewed the consumer studies and sur~zeys that are principally relied upon in that Report. . My conclusion can be stated in one sentence: to the extent that the labeling and advertising proposals contained in H.R. 5653 are based on the recommendations and cor.clusicns set forth in the FTC Staff Report, those proposals are without factual or theoretical support and are unlikely to achieve the bill's objective. I base that conclusion on two key points: First, the level of public awareness about various smoking and health issues, as demonstrated by the studies and surveys cited in the FTC Staff Report, is extraordinarily high -- much higher than one would expect to result from normal advertising and marketing me thods. The efforts of the FTC Staff to minimize the extent of nublic awareness or. these issues are based on misinterpretation and misuse of the studies cited in the Report and a fundamental confusion between aware- ness and belief. The conclusion presented in the proposed bill that "present Federal, State, and private initiatives have been insufficient in conveying the health messages to lc~':e American ?ublic" (Sec. 2(7)), is not consistent with the findings of the studies relied upon by the FTC Staff Report. Second, there is neither theoretical nor empirical support for the proposition that the rotational warr.ing system 0 CJ ~ Go N 4 GD ®

728 - 3 - proposed in H.R. 5653 and recommended by the FTC Staff would have any positive impact on the level of public awareness about ,, smoking and health issues. Replacement of the current warning' statement with seven different rotational warnings thus would be totally arbitrary. ~ I would like to elaborate on each of these points. - r With respect to the existing level of public aware- ness, the FTC Report begins its analysis with the ad.:.ission that "most people are generally aware"eof the claims about smoking and health. The report cites a 1978 Gallup Opinion poll, which indicates that more than 90 percent of the public believes that smoking is hazardous to health. Similar high percentages respond affirmatively to more specific issues: over 90 percent of the public believes that heart disease has been found to be associated with smoking; almost 90 percent believes that smoking during pregnancy can affect the smoker' baby; 87 percent of adults are of the view that smoking has been found to be associated with cancer of the mouth and with chronic bronchitis; well over 80 percent either "think" or . "know" that smokers are many more times as likely to develop lung cancer as nonsmokers. These responses are remarkable. National su rveys and polls consistently identify substantial segments of c:.e American public who are unaware of major public issues and z :icts -- the ener c t-her public lead A measu s:dered "deficien re:fect awareness ~ard is both theo =_:%.ts of human c -,eczanisms insure _e aware of or in :s why there is a 7a:ticularly a te. $-cz as the studiE An equa_ ='-::.camental misin' s=:=dies on which '_ =e _dentified. First, t ~~ec:fic question_ '=a== assumed thrc ~=a: if a number c '=out the smoking ==3t smoking durir. --= = and miscarri '''nera1 propositic =•e assertion that "s{s of adverse e

y the FTC Staff would ` f public awareness about' of the current uarr.ing al warnings thus would sach of these points. :evel of public aware- s with the admission )f the claims about 1978 Gallup Opinion percent of the public :a1th. Similar high -e specific issues: .hat heart disease has ;; almost 90 percent :an affect the smoker's .ew that smokir.g has of the mouth and with : either "think" or as likely to develop National surveys ial seyzments of the public issues and fl 729 - 4 - facts -- the energy crisis, the identity of the President and other public leaders -- the examples are numerous. A measured level of 90 percent awareness can be con- sidered "deficient" only if it is compared to a standard of perfect awareness. But it should be obvious that such a stan- dard is both theoretically and practically impossible. The limits of human cognitive abilities and selective perception mechanisms insure that 100 percent of any group wi11 never be aware of or in agreement about any fact or issue. TY:at is why there is a distribution of responses in any test, ~ particularly a test involving multipLe choice questions such as the studies cited in the FTC Staff ReDort. An equally important defect is the FTC Staf='s fundamental misinterpretation of the results of the consumer studies on which it relies. Six major misir.terpretations can be identified. First, the Staff improperly focussed on responses to specific questions, rather than on aatterns of responses. The Staff assumed throughout its discussion of public awareness ,hat if a number of people are not aware of a specific detail about the smoking and health issue -- for example, the claim that smoking during pregnancy increases the risk of still birth and miscarriage -- those people are not aware of the general proposition that encompasses that detail -- that is, the assertion that smoking during pregnancy increases the risks of adverse effects on the baby. 8 I 0 a

730 - 5 - This assumption is contrary to the actual results of the studies cited in the report, which show that most people are aware of all of the significant claims about smoking and health. It also violates fundamental principles about measure- ment of knowledge or awareness, which call for the development of an overall knowledge score or scores based or. response to multiple items. Can your knowledge of a subject, let's say economics, politics or health, be assessed accurately by your response to a single question on each topic? Yet this is analogous to the FTC Staff's reliance on the response to a single question on the health effects of sr4okir.g. The second area of misinterpretation is the Staff's assumption that anyone who responds incorrectly to multiple choice questions involving detailed statistics or medical knowledge is insufficiently aware of the fact or issue in- volved in the question. Respondents were asked numerous - questions involving precise details, such as "Out of every hundred people who get lung cancer, how many die from it," and were provided with six alternative answers. According to the Staff, anyone who picked other than the answer that the Staff called correct -- 95 -- "did not appreciate the severity of lung cancer." In fact, however, the vast majority of respondents chose either 45, 75, or 95, indicating that they believe that lung cancer has a high mortality rate of at least 1 of every 2 of those suffering from the disease. 2'hat belief hardly supports the Staff's conclusion. Similarly answers to such que ~:f the respondent. _o the interpretati, s_atement presented :avolved. In my prr, -ost people with luz ,;as not sure whethe: _7 out of 100, migh' erroneously have inc :o "do not appreciz Still anot answer is the one of ""•:ssissipDi: "I waE and I did. I said I .nterviewer's Manual -niversity of Michic_ no opinion on that" t.`a naing" and advise "don't know" respons studies relied upon Third, man to the studies could standing of the ques -•^n the Report on the 4 ;-077 0-82--47

to the actual results of : show that most people :aims about smoking and principles about measure- call-for the development :s based oa response to : a subject, let's say :ssed accurately by your topic? Yet this is on the respor.se to a of smoking. ,retation is the Staff's .correctly to multiple atistics or medical he fact or issue in- ere asked numerous uch as "Out of every w many die from it," answers. According than the answer that the appreciate the severity a vast majority of , indicating that they rtality rate of at least ie disease. 2^_iat belief - 6 - Similarly, the Staff interpreted "don't know" answers to such questions as a lack of awareness on the part of the respondent. But such an answer is equally susceptible to the interpretation that the respondent is aware of the statement presented but is unsure of the precise statistics involved. In my previous example, a person who believed that most people with lung cancer die from that disease, but who was not sure whether the correct proportion is 85, 90, 95, or 97 out of 100, might answer "don't know." The Report would erroneously have included that Aerson in the category of those who "do not appreciate the severity of lung cancer." Still another interpretation of the "don't know" answer is the one offered by Mark Twain in Life on the Mississippi: "I was gratified to be able to answer promptly, and I did. I said I didn't know." Recognizing this, the Interviewer's Manual of the Survey Research Center of the University of Michigan points out that the answer "I have no opinion on that" can mean merely "wait a minute, I am thinking" and advises that it is a good idea to probe all "don't know" responses. No probing was conducted in the studies relied upon by the FTC Staff. Third, many of the so-called "incorrect" responses to the studies could have resulted from simple lack of under- standing of the questions. The studies primarily relied upon in the Report on the issue of public awareness were based on 95-077 0-82--47 C W ~ C W N N N

732 M 0 - 7 - telephone surveys. In s•ich interviews, it is not reasonable to expect a high percentage of correct answers to complex questions such as those that were asked in the studies. Let me give you an example of one such question. Imagine that I have called you out of the blue, explained who I am, and ask you a long series of questions. Even if you have remained intere_ted and alert throughout the interview, you must respond to such questions ag this one: "How many Americans living today will eventually die from diseases related to smoking cigarettes? None, one out of two, one out of six, one out of ten, or one out of a hundred?" N The ambiguity of the phrasing -- does the word "Americans" r>fer to all Americans or only those who smoke? -- as well as the precise statistical answers presented turn such surveys into a guessing game rather than a test of knowledge or awareness. Fourth, none of the studies cited in the Report in- cluded supporting data as to the reliability and validity of their findings. That is, no evidence was offered to show that the series of questions asked were a reliable measure of public awareness or knowledge about any particular issue. For example, how many respondents would provide the same answers if they were reinterviewed a few weeks later? Furthermore, no validation of the results was provided. indeed, given the focus of the FTC Staff Report on substantive conclusions, i0 it were submitted to a professional publication such as the J~urnal of Marketing today, it would be re procedures for the s•. Fifth, neit presented any norm ac .a the classic text c w'_11iam Angoff of thc "By now it raw scores they are ac data that , interpreti~ In other wc that the answers to z `:igh, 1ow or medium : standard that would : Sixth, and sions, and to a larg, clusions are based, : distinct concepts of : e Staff Report def. ". . . tho statements estimate o: ansWer~doi Staff Repo- '-^-:ere is no eonceptuu diverse responses. -ooki:g for exact re

~iews, it is not reasonable :rect answers to comclex asked in the studies. 3le of one such question. = of the blue, explair.ed who ` questions. Even if you : throughout the interview, 3 ag this one: ing today will eventually die zigarettes? None, one out of :n, or one out of a hundred?" rasing -- does the word s or only those who smoke? -- 1 answers presented turn such er than a test of knowledge ar._. _.-. . ._.. .. .. _ , . dies cited in the Report in- reliability and validity of .ence was offered to show !d were a reliable measure of :ut any particular issue. For ad provide the same answers weeks later? Furthermore, provided. indeed, given the substantive conclusions, if :al publication such as the 733 -a- Journal of Marketing during my editorship, or Marketing Science today, it would be rejected due to the lack of any validation procedures for the studies upon which its conclusions are based. Fifth, neither the Staff Report nor the studies presented any norm against which to compare the survey results. In the classic text on testing, Educational Measurement, William Angoff of the Educational Testir.g Service states: "By now it has become almost axiomatic that raw scores on a test yield no meaning unless they are accompanied by relevant supplementary data that will place the score in an appropriate interpretive context." In other words, it is impossible validly to conclude that the answers to a particular survey item represents a high, low or medium level of awareness in the absence of a standard that would show what answers are to be expecced. Sixth, and most fundamentally, the Report's conclu- sions, and to a large extent the studies upon which those con- clusions are based, reflect a hopeless confusion of the very distinct concepts of awareness versus knowledge and belief. The Staff Report defines "unaware" as: ". .. those who say they do not believe true statements ; believe false statements; under- estimate on a multiple choice question or answer ~don't know' or uncertain." (FTC Staff Report at p. 17 note b, emphasis added) There is no conceptual justification for combining these five diverse responses. Belief is not awareness or !ciowledge; looking for exact response an a multiple cho:ce question in M I

734 - 9 - search of the precise "correct" answer is not reasonable, "don't know" is both a function of the a_uestion wording and the item of concern; and uncertainty does not necessarily represent lack of awareness. One example of this faulty definition of "awareness" is the FTC Staff's misuse of the 19c0 Roper Study cited in the Report. That study asked people "how true you personally think" a particular statement is. The interviewer was in- structed to introduce those questions to the respcr_dents as follows: "Now I'm going to read you some statements about smoking and health, and for each one I'd like you toNtell me your beliefs about how true the statement is." Respcndents were permitted to answer only "know it's true," "think it's true," "don't know if it's true," "think it's not true," or "know it's not true." The Staff concluded that those respcr.d- ing in the latter three categories are "unaware" of the ir.for:aa=_ tion conveyed by the specific statements made. It is obvious, however, that a respondent could be aware of a claim (for example, that smoking increases the risk of heart attack) yet disagree with it. The FTC Staff consistently misused the studies in this respect to support its erroneous conclusions about awareness. Let me read another example from page 3-i9 of the Report: "According to the Gallup Opinion Index, June, 1978, 19% of the population do not believe that smoking causes lung cancer . . . . Among all smokers, 28% did not believe smoking caused Lung cancer while amcng heavi er smokers, nearly one-third -- 31% -- did not believe or 7 - 10 know about the link. wide, these data sugg of Americans, both sm do not know that ciga cancer.°- =:e Staff's conclusion simply d ._s fundamental type of error consumer belief -- undermi r.:ght be based on a premise tha _-:formed about smoking and heal The FTC Staff Report .,:'_1 -- proceed from the premis :nformed about smoking and heal t:at a new system of warning st =--tify this inadequacy. As I ._e available data do not supnc e.c-,saLLy disturbing that the neG ~ - recommended by the Report and t achieve any positive impact on s-oking and health issues. There is no evidence those proposed in H.R. 5653 wot =%~hiic awareness. The only stt relates to this issue is a stuc =y 3urke Marketing Research to ty?es of proposed warning stat,

1er is not reasonable, :he a_uestion wording and ! does not necessarily ! definition of "awareness" i0 Roper Study cited in : "how true you personally :he interviewer was in- :s to the res-zcr.denzs as : some statements about ! I'd like you to tell statement is." Respondents it's true," "think it's :hink it's nat true," or :cluded that those respcr_d- .re "unaware" of the ir.forma- :ents made.`•It is obvious, aware of a claim (for risk of heart attack) misused the studies i.^n this .clusions about awareness. -e 3-19 of the Report: pi nion Index, June, n do not bel=eve ancer . . ?.mor_g elieve smoking mcnq heavier smokers, did not believe or 735 know about the link. . . Projected r.ation- wide, these data suggest that tens of millions of Americans, both smokers and r.on-s-:okers, do not know that cigarette smcking causes lung cancer. " The Staff's conclusion simply does not follow from the data. This fundamental type of error -- confusing consumer awareness with consumer belief -- undermines any recor,urnendations that might be based on a premise that the public is not adequately informed about smoking and health. The FTC Staff Report -- and presumably the present bill -- proceed from the premise that the public is inadequately informed about smoking and health issues to the cor.clusion that a new system of warning statements is necessary to rectify this inadequacy. As I have attempted to demenstrate, the available data do not support the premise. 3ut it is equally disturbing that the new system of warning statements ~ recommended by the Report and by E.R. 5653 are not likely to achieve any positive impact on consumer awareness about smoking and health issues. There is no evidence that specif•:c warnings such as those proposed in H.R. 5653 would result in any increase in public awareness. The only study of which I am aware that relates to this issue is a study conducted for the :TC Staff by Burke Marketing Research to test the recall of different types of proposed warning statements and :or*sats. This study

736 has three major limitations. One, it is restricted to warning statements in cigarette advertising, not packaging. Two, the sample of respondents is not representative of the American public, and thus the projectability of the study's results is questionable. Three, the study ir.cluded only two new warning statements and the current statement as a control; the two ~ statements tested are not among those prcposed by the present bill. Given these limitations, it is clear that the study does not provide empirical support for the present proposal. But even were one to assume away the limitations a_^:d accept the results of the study as valid, they demonstrate only that consumers best recall those matters that they already had learned from the present warning statement and from the numerous other sources of information about smoking and health. °~ Thus, for example, the study found that a specific lung cancer ~ warning was "no more effective than the non-cancer warnings in eliciting mentions of the relaticnship between smoking and cancer." Indeed, it is quite possible that the rotational warnings proposed by E.R. 5653 would have an opposite effect of what is intended by the bill's sponsors. The present Surgeon General's warning statement is embedded in the pub- lic lic consciousness, as well or better '.tzown than the propos'_- `L tion that people should wear seat belts. If instead appear statements linking smoking to specific health problems, e ~.. zcnsumers might well conclude ::anged his opinion and no lo ;er.erally hazardous to health s:ecific problems, the warnin _:'_evant to various segments _:= example, are unlikely to ::=a=t disease; single men and _?.r attention to a warning th ___ng pregnancy. Neither ti: =esent bill appears to have _ ':_ntial consequences of a r In conclusion, noth __C Staff or the rationale su =crts (a) the diagnosis that c:aimed health hazards of smo =:.at the replacement of the c' =:g with a rotational system 'a='_1 have any positive effect smcking and health issues. T: are unsupported by facts or t =e-ce, I urge this Subcommitt ~- the labeling provisions of

sentative of the American ,r of the study's results is '_uded only two new warning t as a control; the tao se proposed by the present ng statement and from the ion about smoking and health. that a specific lung cancer :n the non-cancer warnings 3ible that the rotational ld have an opposite effect sponsors. The present zt is embedded in the pub- :er t-iown than the proposi- belts. If instead appear zific health problems, 737 - 12 - consumers might well conclude that the Surgeon General has changed his opinion and no longer considers smoking to be generally hazardous to health. Moreover, by focussing on specific problems, the warnings become significantly less relevant to various segments of the population. Teenagers, for example, are unlikely to bf: concerned about emphysema or heart disease; single men and f)lder women are not likely to pay attention to a warning that smoking may cause problems during pregnancy. Neither the FTC Staff Report nor the present bill appears to have given any consideration to these potential consequences of a rbtational warning system. III. In conclusion, nothing in the studies cited by the FTC Staff or the rationale suggested in the bill itself sun- ports (a) the diagnosis that the public is unaware of the claimed health hazards of smoking and (b) the prescription that the replacement of the current Surgeon General's warn- ing with a rotational system of seven dif°erent warnings will have any positive effect on consumers' awareness about smoking and health issues. The labeling proposals simply are unsupported by facts or theories about consumer behavior. Hence, I urge this Subcommittee to reconsider the advisability of the labeling provisions of H.R. 5653.

738 ICRAM (JERRY) WIND Professional Resu^e Dr. Yoram (Jerry) Vind is a Professor of Marketing and Director of the Wharton Center for International !lanagenent Studies at the Wharton School, University of Pennsylvania. He is an area editor of the new Journal of Marketing Science and the previous editor of the Journal of Marketing. He joined the Nharton staff in 1967 after receiving his doctoral degree from Stanford University. Be is the recipient of a number of research awards, including two Alpha Kappa Psi Foundation Awards for the best articles published in the Journal of Marketing in 1973 and 1976. Dr. Wind has consulted and conducted research projects for close to 100 companies. His current clients include Pfizer Pharaaceuticals, !RCA, Pepsico, and E.F. Hutton Company. In ddition, he is a frequent lecturer in faculty seminars at numerous universities and various executive progra_s in the C.S., Canada. Australia, Japan, Europe. South America and the Middle East. Dr. Wind is the author of a recently published book on Product Policv and a co-autbor of several books including Advertising Measurenent an Decision Makina, Market Segmentation, Organizational Buying Behavior, and riulci- Attribute Decisions in Marketing. Be is a regular contributdr to professional markecing literature, which have included about one-hundred and fifty of his articles, monographs and chapters. His writings have encompassed a wide spectrum within marketing, with special emphasis on marketing research, product and markecing strategy, and consumer and industrial buyer behavior. He has served on the editorial boards ot all the major marketing journals and as an occasional reviewer to numerous other professional journals. He is also the consulting editor of Addison-Wesley's marketing series and the editox-o!-xbaf nsvly-established Wharton Executive Library. Dr. Wind is an active member in a number of professional associations. Ne is a past Chairman of the Institute of Management Science, College of Marketing and the Policy Board of the Journal of Consumer Research. He is a current member of the Board of Directors of the Philadelphia Chapter of the AMA and the Parlin Board of Governors (which he chaired). I EDIICATIOH Stmford Oaiversit , G: 964-1266. Stanford Oniversity, It Education, Certificate The Hebrew University, H.A. (Business Adminis (Economics and Politic. UNIVERSITY POSITIONS University of Pennsvlv Professor of Marketi Senior Fellov of the liember of the OR Gra Secondary Appointmen Member of the kztend to present. Associate Professor Asst. Prof. of Markc The University of Nev Visiting Hoover Four University of Califorr Visiting Professor, IIniversitv of Tel Avix Visiting Senior t.ect Stanford Universitv C: Research Assistant, The Hebrew Dniversity. Teaching Assistant : Administration, Sspr

-z- and Director of the s at the Wharton School. of the new Journal of aurnal of Markecing. ; his doctoral degree acts for close to 100 rzaceuticals, lMCA, is a frequent lecturer arious executive progracs th America and the )k on Product Policv and a '.easurement an Decision : Behavior, and Multi- contributor to .uded about one-hundred His writings have special emphasis on and eonsuaer and 3sjor marketing journals -ofessional journals. ,'a marketing series ceeutive Library. - ssional associations. mt Science, College of :onsumer Research. He :he Philadelphia Chapter eb be chaired). ., 739 ACADEMIC E70?ERIENCE Stanford Dniversit , Graduate School of Business, Ph.D. (Marketing), 9 64 - 12/66. Stanford University, International Center for the Advancement of Management Education, Certificate in Marketing Managment, 9/63 - 6/64. The Hebrew Dniversity, Jerusalem, School of Economics and Social Sciences, M.A. (Business Administration and Political Science), 9/60 - 6/63; B.Soc.Sc. (E-cenomies and Political Science), 9/58 - 6/61. ONIVERSITY POSITIONS University of Pennsylvania, The Wharton School Professor of Marketing. July 1973 to prosent. Senior Fellow of the Leonard Davis Institute, 1977 to present. Member of the OR Graduate Group, 1979 to present. Secondary Appointment in the Dept, of Management, 1981 to present. Member of the Ertended Faculty of the Social Systems Sciences Dept., 1981 to present. Associate Professor of Marketing, June 1Q70 to June 1973. Asst. Prof. of Marketing & International ?usiness, J:nuary 1957 to Junc 1?7C The University of New South Wales (Australia) Visiting Hoover Foundation Professor, June 1977. Dniversitv of California at Berkeley. School of Business Administration Visiting Professor, Fall 1975. University of Tel Aviv, The LeonRecanati Graduate School of Business Admin. Visiting Senior lecturer, September 1968 to August 1969. Stanford IIniversity Graduate School of Business Research Assistant, June 1965 to September 1966. The Hebrew University, Jerusalem Teaching Assistant in the Departments of Policy Science and Business Administration, September 1961 to June 1963.

740 Address: I. noo1:S AND .MF:OG3APHS -3- PEBSONAL DATA PVBL: c YoRAM (. Professoi The Sihart Dniversity c 2:oduct Polic9: Conceots. Methods ; 1982. Office: IIniversity of Pennsylvania The Wharton School Marketing Department Philadelphia, PA 19104 (215) 243-8267 Hesidence: 911 Summit Hoad Penn 7alley, PA 19072 (215) 667-7788 Date of Birth: Harch 27, 1938 ~ Place of Birth: Haifa, Israel Marital Status: Married to Vardina Wind (BA in Sociology, Hebrew University, 1962; ~ MA in Casmmunications, University of Pennsylvania, 1974); two children, 15 and 20. ~ Non-Professional Affiliations: The Institute of Contemporary Art of the University of Pennsylvania The Friends of the Pbiladelphia liuseum of Art . The Museum of Modern Art (Nev Yorkj Military Service: Complated active duty in the IsraeL• Artillery Corps. (1956 to 1958). Ban1c: Second Lautenant Jamsary 1982 •~arketint and Produet Planninz (in ` based in part on sections from Pro& of Expansion as the "Book of the Yea 9u1ti-Attribute Decisions in Yarketi land contributions by Douglas Carrol ~c;anizational Buvinz Behavior, with •_. Prencice=dall, Foundations of Y. Portuguese (Editor, Atlas, Sao Paulo Market Secmentation, with Ronald E. Prencica-Ha11, International Se Soveaber 1972, August 1974. -•. ACvertisinz Aeasurexent and Decision ~,?oston, IiA: Allyn 6 Bacon, 1968). :=d~serial Buyinz and Creative Narke• .astitute (3oston, :L4: Allyn & Baco: W-th Patrick J. Robinson three chapc. nd preparation of ths book. - • •:^dustrial Buvinz Behavior: Source t Lnpublished Ph.D. dissertation, Stan: II. EDI:'E7 BOOKS •vw Product Foreustina: Models and c~rdozo. (Lezingcon, 4L1: . Leuagton •Advances ia Orzanizational Buvin9i Res and Sechnical Inforaation, with Rober roundation, 1979. - • -' "ov!n• A Head with Attitude Research: Ccnference. Edited with iYarshall Gre Acsociation.) Designed, organized, a: Papers and eighteen application paper '.ehavioral Models of Market Analysis: vith ~r;.ncesco Nicosia. (llinsuale, I: organized the volusa of original papa, 'Single or Senior Author « M11

1. BOOFS A.VD .:oKOGdAPFiS 741 PUBLICATI@IS 0F YORAM (JERRY) AI:ID Professor of :arketing . The Wharton School University of Pennsvlvania January, 1982 •Product Policv: Concepts, Methods 5 Strate¢ies. (Reading, NA: Addison-Nesley), 1982. i Sociology, Hebrew University, 1962; ity of Pennsylvania, 1974); two he University of Pennsylvania . . . of Art ,rtillary Corps. (1956 to 1958). sHarketine and Product Planning (in Spanish)(Yexico: Expansion). (This book is based in part on sections from Product Policy which was selected by the editors of Expansion as the "Book of the Year" 1979. Multi-Attribute Decisions in Marketing: A Measureaent Aeoroanh, with Paul E. Green (and contributions by Douglas Carroll). (Hinsdale, IL: The Dryden ?ress, 1973). Orcanizational Euving Behavior, with Frederick E. Webster, Jr. (Englewood Cliffs, NJ: Prontice=dall, Foundations of Marketing Series, 1972). Translated to Portuguese (Editor, Atlas, Sao Paulo, Brazil, 1975). Reviewed T.Ilt August 1974. Market Secme.ntation, with Rcnald E. Frank and 47illian F. :assy. (Englewood Cliffs: NJ: Prenciea-8a11, International Series in :anagement, 1972). Reviewed ,!_t, November 1972, August 1974. - - • - Advertising :feasuremer.t and Decision Making, with Homer Dalby and Ir•ain Gross. (Boston, :SA: Allyn & Bacon, 1968). 1 Industrial Buying and Creative Marketing. Publication of the Marketing Science Institute (3oston, FLa: Allyn & Bacon, 1967). Contributed two chapters; co-authored with Patrick J. Bobinson three chapters; and participated in the overall organization and preparation of the book. •Industrial Buvin¢ Behavior: Source Lovaltv in the Purchase of Industr:al Comoonents. Unpublished Ph.D. dissertation, Stanford University, Decaeber 1966. II. EDITED B00&S eHev Product Forecasting: Models and Anvlications, with Vijay :ahajan and Richard Cardozo. (Lexington, N.1: Lexington Boo"), 1981. *Advances in Organizational Buvina Researeh: The Case of Aceuisition of Scientific and Technical Inforxation, vith Robert J. Thomas. Washington, DC: vational Science Foundation, 1979. . aMoving A Head with Attitude Research: Proceedinas of the Seventh Attitude Research Conference. Edited with Marshall Greeaberg. (C4icago, IL: :merican Marketing Association.) Designed, organized, and edited this book of eight invited position papers and eighteen application papers, 1977. Behavioral Models of Market Azalvsis: Foundations for Parketinq Action. Edited vith Froncesco Nicosia. Ulinsuale, IL: The Dryaen Press). Co-planned, edited and organized the volume of original papers, 1977. *Single or Senior Author

740 _3- PESSOHAL DAL1 I. BOORS A11D r:O::OC8APfiS : Pro Th ative 'produet Policy: Concepts, Me 1982. Address: Office: University of Pennsylvania The Wharton School Marketing Department Philadelphia, PA 19104 (215) 243-8267 Residence: 911 S-it Road Penn Valley, PA 19072 (215) 667-7788 Date of Birth: March 27, 1938 Place of Birth• Haifa, Israel t Marital Status: Married to Vardina Wind (BA in Sociology, Hebrew University, 1962; MA in Co=nnieations, University of Pennsylvania, 1974); two children, 15 and 20. *`+arketinc and Produet Plannir. based in part on sections frc of Expansion as the "Book of !iulti-Attribute Decisions in (and contributions by Douglas Orcanizational Buvins Behavic NJ: Prentice=dall, Fouadatic Portuguese (Editor, Atlas, Sa Market Secmentation, with 8cr :IJ: Prentica-Hall, Interntti vovember 1972, August 1974. Advertisinc Measurement md I (3oston, HA: Allyn & Bacon, Industrial Buying and Creativ :nstitute (3oston, HA: Allyr vich Patrick J. Robinson thre and preparation of the book. •Industrial Buvine Behavior: Cnpublished Ph.D. dissartatic Non-Professional Affiliations: The Institute of Contemporary Art of the University of Pennsylvania The Priends of tha Philadelphia Musesm of Art . 'Ihe 24:se1a of Modern Art Q7ev Yorkl Military Service: ,4 Complated active duty in the Israsl: Artillery Corps. (1956 to 1958). y Banit: Second Lautenan ~t January 1982 II. EDITED B00KS *!Iev product Forecastiaa• Mod Cirdazo. (Lezingtoa, MA: .Le 'Advances in Organizational Bu and Teci:nical Inforaation, rn r"oundation, 1979. - . Movinc A Head with Attitude F Wnference. Edited with Mars .lssociatlan.) Designed, orga Papers and eighteen applicati °ehavioral Yodels of Market A vith Francesco Nieosia. (ILL: organized the volime of origi 'Single or Senior Author

in Soeiology, Hebrew Jniversity, 1962; :rsity of Pennsylvania, 1974); two ~ tbe University of Pennsylvania aum of Art : -:_'._-....~. : Artillery Cosps. (1956 to 1938). ti M 741 POBLICATIONS 0F SOHAB (JERHY) pl2m Professor of Marketing The Wharton School Daivarsity of Pennsylvania January, 1982 I. BOOKS A.RD ::O50G8APFS *Product Policv: Concepts. Methods b Strateaies. (Reading, NA: Addison-uesley), 1982. *llarketinc and Product Planning (in Spanish) (Mexico: Expansion). (Shis book is based in part on sections from Product Policy which was selected by the editors of Expansion as the "B ook of the Year" 1979. Hulti-Attrl3ute Decisi cns in )Sarketinc: A Heasurement ADoroach, with Paul E. Green (and contributions by Douglas Carroll). (Rinsdale, IL: The Dryden Press, 1973). Organizational Euving Behavior, with Frederick E. Gebster, Jr. (Englewood Cliffs, tU: Preatice-Ha11, Foundations of Marketing Series, 1972). Translated to Portuguese (Editor, Atlas, Sao Paulo, Brazil, 1975). Reviewed .7H1 August 1974. Market Secmentation, with Ronald E. Frank and William F. Yassy. (Englewood Cliffs: NJ: Prencice-Hall, Intsrnational Series_ in :anagement, 1972). Reviewed J_R, Hovember 1972, August 1974. Advertising ?teasuremer.t and Decision Y-aking, with Romer Dalby and I:.rin Gross. (Boston, HA: Allyn & Bacon, 1968). It Industrial Buying and Creative Marketing. Publication of the Marketing Science Institute (3oston, ?14: Allyn 6 Bacon, 1967). Contributed two chapters; co-authored with Patrick J. Robinson three chapters; and participated in the overall organization and preparation of the book. *Industrial Buvine Behavior: Source Lovaltv in the Purchase of Industrial Camoonenes. Unpublished Ph.D. disaertation, Stanford University, Decaeber 1966. II. EDITED BOORS *New Product Forecasting: Models and Aoolicacicns, with Vijay Mahajan and tichard Cardozo. (Lesington, HA: . Lexington Boaks), 1981. *Advances in Organizational Buvine Research: The Case of Acouisition of Scientific and Technical Inforaation, with Robert J. T'aomas. Washington, DC: Yational Science Foundation, 1979. - *Movinyt A Head with Attitude Research: Proaeedinas of the Seventh Attitude Researc4 Conference. Edited with Marshall Greenberg. (Chicago, IL: aerican Marketing Association.) Designed, organized, and edited this book of eight invited position papers and eighteen application papers, 1977. Behavioral Models of Market Aaalvsis: Foundations for Farketing Action. Edited with Francesco Nicosia. (ILiasuale, IL: The Dryden Press). Co-planned, edited and organized the volume of original papers, 1977. •Single or Saoior Author ® 0 E

742 -2- III. ARTICLES, CONTRIBUTED CHAPSERS, PROCEEDINGS, PAPERS AND WORKING PAPERS The papers in this section are classified into five areas: • research on industrial buying behavior • research on consumer behavior -. marketing and product management and strategy • marketing research • international marketing A. Research on Industrial Buying Behavior -- 1. *"the Determinants of Vendor Selection: An Evaluation Function Approach," with Paul E. Green and Patrick J. Robinson, Jcur-nal of Purchasing, 4 (August 1968) 29-41. 2. I*"Applying the_Behavioral Theory of the Fi= to Industrial Buying Decisions," The Economic and Business Bulletin, 20 (Spring 1968), 22-28. 3. *"Integrating Attitude Measures in a Study of Industrial Buying BeFavior," in Lee Adler and Irring Crespi, eds., Attitude Research on the Rocks. Chicago, IL: American Marketing Association, 1968, 58-77. - 4. *"lathematical Analysis of Perception and Preferences for Industrial Marketing," in K. Coz and B.M. Enis, eds., A Nev }feasure of Restonsibility for Marketinz. Proceedings of the International marketing Conference of the American marketing . Association, June 1968, 284-294. % 5. "Generalized Simulation of the Industrial Buying Process," with Patrick J. Robinson, Marketing Science Insitute, Working Paper, P-46-2,June 1968. 6. e"Sixulating the Industrial Buying Pracess," with Patrick J. Robinson, in R.L. 31ng ed., Marketing and the New Science of Plannir.q. Pro'ceedings of the American Marketing Association, August 1968 Conierence, 441-448. 7. + e"Computer Simulation: Marketing Management Tool," with Patrick J. Robinson, I Computer Oaerations• 3 (January-February 1969), 42-47. 8. I e"Industrial Source Loyalty," Journal of Marketing Research, 7 (November 1970), 450-457. 4. *"A Reward Balance Model of Buying Behavior in Organizations," in George Fisk, e Mev Essays in Narketins Theory. Boston, MA: Allyn & Bacon, 1971, 206-217. -z 10. "Industrial Marketing Research," with Richard N. Cardozo. Paper presented at the . AMA Workshop on Industrial Buying Behavior, Berkeley, CA, April 1971. " 11: I"A General Model for Understanding Organizational Buying Behavior," with Frederick - , E..Webeter, Journal of Plar'setiag, 36 (April 1972), 12-19. 12. #"On the Study of Industrial Buying Behavior: Current Practices and Future Yrends,' with Frederick E. Webster, Industrial :.arketinq :ana¢ement, 1 (July 1972), 41l'-416 - 13. I*"Industrial Buying As Organizational Behavior: A Guideline for Research Strategy,-, vlth Frederick E. Webster, Journal of Purc'.using, 8-(August 19721, 5-16. _ 14. IArticle *"Segmenting Media Buyers," with Steve Silver, Journal of Advertising Research, 8 (December 1973), 33-38. eSingle or Senior Auchor ...,. *"24e InJuatrial Customer," vit Handbook. The Dartnell Corp. :5. *"Recent Approaches to the Stuc Incrcasinc Markotinz Preducci•April 1973 Confcrence, 203-20c 17. *"Industrial Marketing Segmcntc ment, 3 (Mareh 1974), 153-165. 1978). '_3. "Marketing Research in the De iaR. Mason and J. &reps,Jr.,ec Boulder, CO: Westview Press, : =9. Emerging Models of Organiza c f Narketing rianaqenent; 1977, 6, of ?ar'Ret Anaivsis: Foundatic 1977, 96-120. *"Information Requirements on : Scientifie and Technical Infor A Hicropapers Edition. I*"Market Based Guidelines for I ~ Joel D. Coldhar, Journal of Mc ~*"She Boundaries of Buying Dec: ~ ~ sent, 14, Summer 1978, 23-29. =3• *'brganizational Buying Center: Zaltsan, eds., Organizational Association, 1978, 67-76. - I*"orgamizational Buying Babavic 25. *"Problems and Prospects in the William R. Ging and Gerald Ea: 1979, 67-76. 26. "Organizational Psychographica of Consumer Research, June, 15 27. ""Industrial Market Segemantat- in Yoram Wind and Robert 'Ihom= Washington, D.C.: BSF, 1979. 28. le"Conceptual and Methodologica: lbomas, Eurocean Journal of M: 29• *"The Linking Pin Role of Orgar Issue of Journal of Business : 30. "Organizational Cosmopolitane: School Working Paper, July 19 31.---Covard-Empiric3l'Genealizati . Thomas in.R. Spel®an and 0. Wi Chieaqo: AMA 1981.

'aaees for Industrial Marketing," Qestonsibility for Mar:cetinze sreete of the American Marketing :g Process," with Patrick J. 'aper, P-46-2,June 1968. :h Patrick J. Robinson, in Q.L. diag Praceedings of the American 441-448. ~1," vith PatrickJ. Robinson, , 42-47. int Research, 7 (Movember 1970), ]rgaalzations," in George Fisk, a itlya & Bacon, 1971, 206-217. :T. Cardoro.Paper presented at the rkaley, CA, April 1971. nal Buying Behavior," with Frederick 72), 12-19. . - ~Current Practices and Future Trends,' g Manaaement, 1(July 1972), 41-'-416 A Guideline for Researeh Strategy, ~, 8--(August 19721, 5-16. . _ Journal of Advertisine Research, 8 743 -3- 15. e"T4e Inlustrial Customer," with F.lmer Lntshav, in Stuart U. Britt, ed., Markc•in¢ Handbook. The Dartoell Corp. 1973, 781-792. . , ,. . 16. e"Receot Approaches to the Study of Organizational Buying Behavior," in T.V. Greer, ed., Incrcesinr, t!arketinc Productivitv. Proceedines of the A¢erican Marketing :\ssociation, April 1973 Conierence, 20:-206. . 17. le"Industrial Marketing Segrentation," with Richard V. Cardozo, Industrial >ar'tetla¢ Manazement, 3 (March 1974), 153-165. (Also appeared in the French Encyclonedie Du Xarkatinz, 1978). 18. "Marketing Research in the Design of STI Systems: A Case Study," with John F.Grashaf, inR. Mason and J. Rreps,Jr.,tds.Infornation Services: iconoaics. :ana¢e®ent and '.*ec^olcr Boulder, C0: Westviev Press, 1981, 73-84, 19. I"Emerging Models of Organizational Buyir.g Processes," with Prancesco M. `Iicosia, i.^.dustr_ Yarketing Managraent; 1977, 6, 353-369, and in Nicosia and Wind, eds., Behavioral vodels of ~arRet anaivsis: Foundations for `Sarketinz Action. „i.-asdale, IL: ISe Dryden Press, 1977, 96-120. 20. •"Inforaation Requirements on Buying and Usage of STI Services," in Current Research on Scientific and Technical Information Transfer. `7rj York: J. Yorton Publishers, 1977 - A Micropapers Edition. , 21. 1e"Market Based Guidelines for Design of InEustrial Products", with John F. Greshef and I Joel D. Goldhar, Journal of Marketing, 24, July 1978, 27-37. 22. I*"The Boundaries of Buying Decision Ceaters," Journ.al of Purchasing and :at~ , is :fanaze- sent, 14, Summer 1978, 23-29. 23. *"Organizational Buying Center: A Research Agenda," in Thomas V. Bonoma and Gerald Zaltaan, eds., Organizational Buving Behavior. Chicago, IL: American Marketing Association, 1978, 67-76. . 24. *"Organizatioaal Buying Behavior," Annual Review of Marketing, 1, 1978, 160-193. 25. +"Problems and Prospetts in the Segmentation of the STI Market," with Robert Thonas in Wi3liam B. Btng and Gerald 2altaan, eds., Marketing Scientific and Technical Information, 1979, 67-76. 26. I"Organizational Psychographics and Innovativenass," with Thomas S. Robertson, Jouraal df Consumer Research, June, 1980, 24-31. 27. +`"Industrial Market Segementation Under Conditions of Intra-Organizational 3eterogeneity," in Yoram Wind and Robert Thomas, eds. Advances in Organizational 3uvine 3ehavior, Washington, D.C.: HSF, 1979. . 28. le"Conceptual and Methodological Issues in Organizational Buying Behavior," with Robert J. Thomas, Eurooean Journal of Marketing, Vol. 14, 1980, 239-263. 29. I+"The Linking Pin Role of Organizational Buying Centers," with Thomas Rohertson; Special ---- Issue of Journzl of Business Research, 1981. 30. "Organizational Coemopolitaness and Innovativeness," with Thomas Robertson, The Jharton School Working Paper, July 1980. -SY.-"'ravard-EmpiritSl~Generali.zatinns on Industrial Market Segmentation," with Robert J. 'Ihomas in_a. Spekman and D. Wilson, cds., Industrial Tarketae: A view to the FLtnre. ChicaQo: dlfA 1981.

744 -4- B. Research on Consumer Behavior . 1. I*"Inter-Product Household Loyalty to Brands," with Ronald E. Frank, Journal of `tarketina Research, 6 (November 1969), 434-435. . . . 18. *"Some Conceptual Neasuremew Paul E. Green, in William Wc American !'arketing Associat: 19. I "Brand-Features Congruence : Joarnal of Narketina Researc 20. I"Oa the Usage of 'Modified' Kathryn Villani, Journal of 2. *"Incongruency of Socioeconomic Variables and Buying Behavior," in P.R. >ScDor.ald, ed., Marketing Involvement in Society and the Economv. Proceedings of the American `!ar- 21. "Recent Approaches to the Mc keting Association, August 1969 Conference, 362-367. Paul E. Green, in Philip Lev IL: American lfarkc Chica o 3• I*"Hodels of Customer Behavior," Organization and Adainistration (Rebrev), 16 (May 1970), g , L " 3-13. 22. Alternative Approaches to Gleason. Paper presented at 4. *"'.he Application of `fultidieensional Scaling in Seg=enca:ion Beseare4." ?a?e: rreseated September, 1975. at t`.e fi:s: anr.ual aeeting af the :Sssoc!acion far Cors-=er 3asearch, .L-.`.erst, Y, August 1970. 23. *"Multi-person Influence and 5. , "Pretiction Expe:j--ears Utilizing 7erceptual and Pre:erence :udg=ents," L:ch ?au1 3. presented at the August 1975 Green. Paper presented at the Second Annual :!eecing of the ,1Le:icaa Institute for 24. 1*"Praferenca of Relevant Othe Decision Sciences, Dallas, IS, :7oveaber 1970. Researeh, 3 (Juae 1976), 50- 6. *"L."a Style ,lnalysia: A\ev Approach," in Sred C. .lllvia, ed., yarkat!ns in `totion. 25. *"0n the Relationship Betveen • Proceedings of t.e 54th International Marketing Congress of the .LSerican Y.arkeci:.g gennech L. Bernhardt, ad., P Associatioe, April 1971, 303-305. 26. *"A 1975 Retrospective View o 7. "IntentioP3 to Buy as Predictors of Buying 9ehavior," cic: Susan P. Douglaa in E. Boone, ad., Classics Sa C , 0. Gardner, ad., Proceedinrs of the Second Annual Conference of ^F.e .4ssociat!oa for Publishing Company, 1977, 22 Consumer Research, Maryland, 1971, 331-343. 27. *"Brand Loyalty and Vulnerabi 8. "Benefit Bundle Aaalysis," with Paul E. Green and Arun R. Jain Journal of Adver- D. Bennett, ads., Consaver a ~ , cisine Research, 12 (April 1972), 3L-36. North Bolland, Inc., 9. 1, Subjective Evaluation Models and Conjoint :Seasure=ent," with Paul E. Green and 2g• *"Reflections on Creativity a ( Frank Carmone, Behavioral Science, 18 (May 1972) 288-299. D.A. Bellenger, ads., Contem 10. , A Note on the Measurement of Social-Psychalogical Belief Systens," with Pau1 -c. l Conferenta , 55-58. Green and Arun F.. Jaia, Jour:~al of t*arkecins Research, 9(:3y 1972), 204-208. 29. *"Brand Choice," ia Bobert Fe u, "tsperiments in the .`3iltidiaensional Psychophysics of Taste and Semantic Description," with Paul £. Creen. The paper was awarded first prize in the 1972 Rasearch Desig•a 30. Washington, DC: U.S. Govern. "Sociology of Consumption an 12• Competition of the American Psychological Association, Division 23, July 1972. "Consumer aenu Preference: An Application of Additive Conjoint Husureaant," with Francesco !i. Nicosia, in _;_ ads., Cambridge, MA: Cant.. raul E. Green and Arun £. Jain, in X. Venkacesan, ed., Proceedlaes of Third Annual 31. *"On the Interface Between L- Conference of the Associacion for Consumer 3eseact4. Chicago, I1, 1972, 304-J13. Himt, ad., Advances in Cono, 13• "Preferance yeasnremenc of Item Colleccions," with Paul Z. Greea and Atin R. Jain, `Journal o[ Yarketina Resaarch, 9(Novembar 1?72), 371-377. 32. }"F+awHn1ng Family Role and AI Suean P. Douglas, Journal of 14. e"On the teachiag of Consumer Behavior: A Nanagerial Approach." Papar presanced at tha 33. *'A Comparison of Three Brand AriA August 1472 Confaraace, 8rnuton, •DC. Cunningham, Public Oofaion k 15. Anal.ri~g F:ee Sesponse Daca !a :farkedng AesaareS•" h ?aul E. Craen and A:ao w. 34. "A Sime-Noaay Tradeoff ('1Hr) Jaia, Jounal af `1ark.eina Res.areh, 10 (Fabruary 1973), 45-52. Francesco Niaosia (Based in 16. ICansuner Evaluation of Discount cards: A Concepnaal Yodel and Eqa:i_-ental Iest," vic5 Paul £. Green and Frank Carnone, Journal of Recailinr, 49 (Spring 1973), 10-22. Conference. Toronto) Whartoi 35. I*"On the N.aasurement of Purch. Learner, Journal of Harketin 36• "Physical and Social Psychol: Cynchia Fraser, The Wharton = 27. I*"COmparative Consumer Resear: Euronean Journal of Narketin~ 38. *"A Nota on the Relationship ! Occurrenea," with Pater Shube So. eiety, Fall 1981. 17. 'Bemefit Con;ruence Analysis," with ?aul E. Green and Arun :. Jaia. Paper presented ----~..e•}97lr5oecheasc AIDS Cenfereaae.

3uying Behavior," in P.R. McDonald, ad., w. Proceedings of the American `!ar- i2-367. Z Segsntation Research." ?aper. ~rese,:ed for Corsu:er Rasearch, Ar,erst, y, od Pre!erence Jucg=eacs," uKth ?aul :. ecing of the .lterican Inscitute far = C. Allvin, ed., :arket'_~a !n ?!oclr... ~. Congress of the Americaa :.ariec_.g viar," vith Susan P. Douglas, in al Canference of the assoc•ac•o^ 'or ad Arun R. Jain, Jounal of Adver- ae=ent," with Paul £. Graea and , 288-299.' :al £eliaf Systems," vich Paul E. ea~~ch, 9 (:ay 1972), 204-208. u of Taace andSamancic Description," prize in the 1972 Research Design arion, Division 23, July 1972. iitiva Conjoint Measurement," with , ad., 7toce.dines of Th'rd dr~ual rh. Chiugo. Il.. 19J04~315. :h Paul E. Green and Atvn K. Jaia, , 371-377. 'ia1 Approach." Paper presenced at the tS." lith Paul E. Green and A:uo b. 1973), 43-32. :aal :adel and EzperL-encal Test," '.atailir.a, 49 (Spring 1?73), 10-22. and Arun R. Jaia, Paper presencad 18. *"Some Conceptual Measurement and Analytical Problems in Life Style Research," with Paul E. Green, in William Wells, eds., Life Stvle and Psvchoaraohics. Chicago, IL: American Marketing Association, 1974, 97-126. 19. I"Brand-Features Congruence Mapping," with Paul E. Green and Henry J. Claycamp, Journal of Narketin¢ Research, 12 (August 1975), 306-313. 20. "On the Usage of 'Modified' Personality Trait Measures in Consumer Research," with Kathryn Viilani, Journal of Consumer Research, 2 (December 1975), 223-228. 21. "Recent Approaehes to the Modeling of Individuals' Subjective Evaluations," with Paul E. Green, in Philip Levine, ed., Attitude Research Bridges the Atlantic. Chicago, IL: American Marketing Association, 1975, 123-153. 22. "Alternative Approaches to Data Collection for Attitude 3feasureaent," with Terry C. Gleason. Paper presented at the American Psychological Associaticn Convention, September, 1975. 23. *":Sulti-person Influence and Usage Occasions as Determinants of Brand Choice." Paper presented at the August 1975 ANA Conference, Rochescer, NY. 24. I+"preferesce of Relevant Others and Individual Choice `[odels," Journal of Consuner Research, 3 (June 1976), 50-57. 25. +"on the Relationship Between Knowledge md Preference," vith Nichael DeVita, in - Kenneth L. Bernhardt, ad., Proceedin s of the AYA 1976 Conference, 153-157. 26. +"A 1975 Retrospective View of Baune'y 1957 'Group Influence in *(arketing,"' in Louis E. Boone, ed., Classics in Consumer Behavior. Tulsa, Oklaho9a: The Petroleum Publishing Company, 1977, 225-235. 27. *'Brand Loyalty and Vulnerability," in Arch G. Woodsida, Jagdish N. Sheth, and Peter D. Bennett, ads., Consumer and Industrial 3uyina Behavior. New York: Elsevier, . North Bolland, Inc., 1977, 313--319. 28. *"Raflections on Creativity and 8.alevaace of Consumer Besearch," in B.A. Greenberg and D.A. Bellenger, ads., Contemporarv Narketing Thought. Prr::edings of the 1977 A.YA Conference, 55-58. . 29. e"Brand Choice," in Robert Farber, ad., Selected Asnects oC 'ansumer Behavior. Washington, DC: U.S. Government Printing Office, 1977, 231-258. ' 3Q. "Sociology of Consimption and Tradeoff Madels ln Consumer Public Policy," with Francesco N. Nicosia, in ':^earch for Consumer Polic9, R.N. Denney and R. T. Lund, ads., Cambridge, HA: Canc- for Policy Alternatives, MIT, 1978, 141-184. 31. +"On the Interface Between ..ganizational and Consumer Buying Behavior," in H. Raith Buat, ed., Advances in Cone=er Research, 1977, 657-662. 32. I"*-~"+^+^g Family Rola and Authority Patterns: Two Methodological Issues," with Susan P. Douglas, Journal of Harriaae and the Family, February 1978, 35-47. 33. I+"A Comparison of Three Brand Evaluation Procedures," with Joseph Denny and Arthur Cumningham, Public Opiaion Quarterly, 43, Summer 1979, 261-270. 34. "A Tlme-Noaey Tradeoff (TTfr) :ada1 of Consumer Behavior."vith John Deighton and Francesco Nicosia (Based in part an a paper presented by me atthe August 1978 APA Conference. Toronto) Wharton School WorkiaC Paper, November 1981. 35. I+"On the Maasuremene of Purchase Data: S-eys Vs. Purchase Diaries," with David Learner, Journal of )Carketinc Research, XlI. February 1979, 39-41. 36. "Physical and Social Psychological .lnxiecry As C^rrelates of Purchase Behavior," with Cynchia Fraser, The Wharton School c:or2ing Paper, Revised 1980. 37. I+"Comparative Consumer Research: The Next Frontier?" vith Susan P. Douglas, The European Journal of !*arketin¢, Forthcoming 1981. 38. I*"A Note on the Relationship Between Perceived Problem Severity and Frequency of Occurrence," with Peter Shubs, Journal of the Professional Narketina Research Society, Fa11 1981.

746 C. Marketing and Product 9anagement and Stratc=v .. , ,.. 1• I°Innovation in :ax!cetLlg: OrganSzational .'.eF.avlor ?crspecti•+e,with Rennoch E. ICnight, Callfoznia 9anar,cr+ent 3ev1e•.+, 11 (Fall 19Go), 67-78. 2• le"Yanagexent and Change," with Bent Stidsan and Kennech E. iCnight, :"ar•oover acd Anolled Psychology, 2 (Winter 1968), 38-46. 3. "The Marketing Concept Revisited," with Thomas Schutte, The Srharton School '«or',ciag Paper, January 1968. 4. le"Innovation As Marketing Orientation," Business Bcononics (Hebreu), 36, December, 1969, 5-11. 5. I*"A Marketing Approach to the Salesman Fanction," Orsnization and 1c.dnistratCon (Hebrev), 15 (Septenber1969), 26-33. . 6. I*"7he Stepchildren of Marketing: Organizacional and Icternational Custoaers," _.e Wharton Ouarterly, 7(Fa11 1972), 43-46. 7, *"A Hote on the Operationalization of the Product Li:e Cycle Concept," The Wharton RI ~. r _ ,Ffr' School .orking Paper, July 1974. . . . . , a"Product Portfolio: A New Aperoach to the Product `Ciz Decision," L. Ronald C. Churhan, ad., Conbined Procee3inzs A:LA, Augusc 1974, 46C-464. . . 9. le"Plaanie•g ProductLl=e Strategy: A:atria Appreac4," 41th =earv J. C.aycanp, Journal of :arketinz, 40 (January 1975), 2-9. (The Alpha {appa Psi :oundacion Award ior the i i - 10. 11. 12. na1 of ..azaet.a; ia -9~0.) - _ best art-c-e puolished in the Jou "Consuaer Attitudes as Guidelines for the =va1•:acion of a`tev Disl~riSucica Syste::," vith Frank J. Cacciione, Jr., and Daniel Gross in Y. ta :d and :S. Greencerg,~ic•fnz aFead vith Attitude. Chicago, IL: AMA, 1977, 139-143. *"On the Dse of Attitude Sesearch in P:od•.ut Pol'-cy," with Tyzoon 7ieb'ee, in Y. Wind and M. Greenberg, ads., Moving a Fead `+ith Attitude Research. Chicago, I-•: AMA, 1977, 147-136. . . , •"7he Perception of the Firm's Campetitive Position," in Yicosia and tPiad,eds., Behaviorzl Models of :arket Ana1<sis: Four.daciors _°or :arketiaq A- zton. Hinsdale, IL: The Dryden Press, 1977, 163-181. . .. , . I*"Towrd A Change in the Focus of Marketing Analysis: Fron a Single Brand to An Assorcenc of Brands," Journal of :arketLne, October 1977, 12-13. 14• e"On the 3!ulti-Dinensionality of Market Share," vit.5 Peter 7. Fit:.3ov, Wpazten School Working Paper, April 1979. L'. e"Product-arketing Planning Models: Concepts, Techniques, and Needed Developnent," Analvtic Aoorcaches to Product and )tarketlae ?lanniag. . - Sm Allan D. Shoeker ed. , , Canbridge, :fA: lLSI, 1979, 39-66. . 16. "'A Research Program for A Marketing Cuided Approach to :'.ergers and Acquisitions,in N. Beckvith at al., 1979 Educator's Conference ^-oceedin¢s. Chicago, IL: AMA, 1979, 24-28. ,. •fi «,:~;,: 9 ® *"An Analytical Hierarchy Proce Product/Market/Distributlon Po D.R. Wittink, eds., Proceeding ment and Analysis, Stanfard, C. *::aplications of Increased Cov :arketing Research," in M.P. Y. Theory and Practice, 264-269, '. ... *"wazketing Oriented Strategic : eds., Marketing Decision Model. *"Goiag to Market: New Tvists ? Spring, 1980, 34-39. Based on Marketing and Corporate Parspec "Applying a Risk/Return Approac Cardozo, 6'harton School Jorkins *"Yarketing and the Other 8uslne :arketing, Vol. V, 1981, 237-2, .- ! *"Designing Product and Busines= i 3evieu, Vol. 59, No. 1, .Ian.-Fe Issues in Portfolio Analysis," Analysis Conference, Dniversit i V'Yarket Share: Concepts, Findi ~ 7ijay :ahajan, Review of Markec 31-42, 1981. . -- , *"Marketing and Corporate Strate Albert Wesley Frey Lecture. Gr ~ 1981. A revised version is to "Marketing Strategy," with Thor of Business Stratesy New York: • • •"Empirical Comparison of Standa Donald Suire. Paper presented :arketine Plannine Conference "Analytic Hierarchy Process for gies." with Elizabeth Duna, Vb~ o;; o-xl--a8

^otc-v :vior Perspeccive,vith Eennech E. Rnight, 6:-18. ! Tennech E. Znight, Nanenver ard AooLied s SG'tutte, The Wharton School Wor'.cing 3s P.co^.onics (3ebrev), 36, December, ," Or.ar.iraacn and Acministracion al and Intexutional Customers," :'e :duct :.ix Decision," in Ronald C. : 1974,-46G-464. !reach," iit5 _enry J. Claycaap, Jour-:a1 :pha Kappa Psi Foundation A-ard for c:ze ntis; in '-976.) .. . ~ ::acioa of aVev DistriSuticn Systa=." 3 ia Y. Wind and M. Greenberg.•`S=""-r.z A `"ad _ ,liey," with Tyzoon 'yebjes, in T. Wind t•ade tesearcl. Chicago, I..' : A.v.1. ition," in aicasia and Wind,eds., aors for :arketiae Action. Eiasdale, alysis: Frmm a Single 3rand to An Jctober 1977, 12-13. " vith Peter T.Fitz.Roy, Wharton School , Techniques, and 9eeded Dwelopaen:," to Produc7 and Marketins ?lannin8• ~proach to ;Sergers and Acquisitions," in :a Proceedines. Chicago, IL: A.`SA, 1979, 747 17. *"An Analytical Hierarchy Process for the Allocation of Resources Within A Target Produet/Harket/Distribution Portfolio." vit4 Daniel Gross, in D.B. lSOntDoe+ery and D.R. Wittink, eds., Proceedings of che ORSA/TIYS Conference on Marketin; Ncasure- ment and Analvsis, Stanford, CA, March 1979. - 18. *Elmplications of Increased Government Regulation for the Quality and Relevance of Marketing Research," in JI.P. Yakwa and S.E. Permut, eds.,'Government :vrkecing: Theory and Practice, 264-269, New York: Praeger ?ublishers, 1981. 19. *"Marketing Oriented Strategic Planning Models," in R.L. Schultz and A.A. Zoltners, eds., Marketing Decision Models, Yev York: Elsevier, Yorth Holland, 1981. . 20.I *"Coing to Market: Nev Twists for Some Old Tricks," The Wharton >tazazine, 4, Spring, 1980, 34-39. Based on "Product Positioning and :arkec Segaencation: Marketing and Corporate Perspectives," Wharton School Working Paper, 1979. 21. "Applying a Risk/Return Approach to Portfolio Analysis and Strategy," with Richard Cardozo, Wharton School Working Paper, Revised 1981. 22. *"Yarketing and the Other Business Functions," in J. Sheth, ed., Research in Narketing, Vol. P, 1981, 237-264. 23.I *"Designing Product and Business Portfolios," vith Oijay ?Sahajan, Harvard Business Review, Vol. 59, No. 1, -7an.-Feb. 1981, 155-165. Based on a paper, "aeasurement Issues in Portfolio Analysis," presented at the Second Market :4easure=ent and Analysis Conference, University of Texas, Austin, Yarch 1980. 24.I w';larket Share: Concepts, Findings, and Directions for Future Research," with Vijay :ahajaa, Review of Marketing, D. Enis aad K. Roeting, eds., Chicago: AMA, 31-42, 1981. . 25.I *"Marketing and Corporate Strategy: Problems and Persepctives," The 13th .1nr.ual I Albert Wesley Frey Lecture. Graduate School of Business, Dnivers3ty of Pittsburgh, 1981. A revised version is to appear in the Wharton Yagazine, 1982. 26. ";Yarketiag Strategy," vith Thomas Bobertson, in Kenneth J. Albert, ed., Handbook of Business Strate2y, New York: 4YGrav Hi31, Forthcomiag 1982. 27. ,*"Lnpirioal Comparison of Staadardized Portfo'-io :Ddels," with Vijay :ahajan and Donald Swire. Paper presented at the 1981 Analytic Aoeroaches to Product and lfarketins Plannins Conference. October 1981.. "Analytic Hierarchy Process for Generation and Evaluation of Marketing Mix Scrata- giss." with Elizabeth Dtma, Wharton Shcoal Working Paper, September 1981.

748 M. u. nareetinn Research 1. "Tha Use of Interactive Models as Fracevork for Research," with Charles S. Goodaan, Management Science Center, University of Pennsylvanla, May 1968. 2. *"Some Applications of Mathematical Analysis of Perceptien and Preference in Adver- tising," with Patrick J. Robinson, yarketinc Science Institute Soecial Renort, _ No. P-45-1, May 1968. 3. *"Marketing Performance: A Conceptual Framevork," with Susan P. Douglas, Marketing •e Science Instituta Working Paper, P-51-1, Revised June 1968. . - 4. I*"Organizing a Diffusion Systm for Managerial Information in Israel: A Proposal," J Organization and Administration (Hebrev), 15 (Septenbcr 1969). 5. I*"Experimentation As A Tool for the Retailer," with Scsan P. Douglas and Aaron Ascai: Journal of the Marketine Research Societ•r, 13 (July 1971), 158-169. 6. *"On the Measurement of Quality of Life," with Francesco N.. Nicosia. Paper presentec at the TIIlS Conference, July 1972. . . ~ 7. *"Product Positioning: An Application of `fultidimensional Scaling," with Patrick J. Robinson, in R.I. Haley, ad., Attitude Research in rraasition. Chicago: A.`fA, . 1972, 155-175. . . I 8. *"A New Procedure for Concept Evaluation," Journal of Xarketing, 37 (October 1973), 2-11. (The Alpha Kappa Psi Foundation Award for the besr article published i.- the Journal of Narketir.¢ in 1973.) . . . . 9. I*'Higher Order Factor Analysis in the Classification of Psychographic Variabl•::..' with Paul E. Green and Arun K. Jain, Journal of the larketine Research Socier., 15 (October 1973), 224-232. 10. ~*"Multivariate Analysis of Variance in Research on the Effectiveness of TV Commercials," with Joseph Danny, Journal of :arketinz Research, 11 (Nay 1974), 136-142. 1.1. *"A Note on the Classification and Evaluation of New Product Forecasting Models." Paper presented at the April 1974 AMA Conference. . 12. *"Is 'Concept Tasting: An Appropriate Approach' Really Appropriate?" Wharton • School Working Paper, May 1975. 13. *"Concept Testing As Input to Strategic Marketing Simulations." with Stuart Jolly and Arthur O'Connor, in E. Mazzie, ad., Proceedin¢s of the 58th International AMA Conference, April 1975, 120-124. _ 14. "New Way to Measure Coosimers' Judgment," with Paul E. Green, Harvard 8usiness flaviev 53 (July-August 1975), 107-117. 15. I e"Aaalytical Approach to Marketing Decisions in Health Care Organizations," with Lawrence K. Apitz. Special Health Care issue of Ooerations Research, 24 (September-October 1976), 973-990. 16. *"Determination of the Size and Allocation of Yarketing Research 3udgets," vith Danlol Gross, in Subhash C. Jaia, ad., Proceedines of the Au¢ust 1978 A:+A Conferenea, 57-61. 17. *"t:ew Devclopments in C Midvest Conference of Stacistical Techniques :3.I *"Issues and Advances i: 15, August 1978, 317-3: ... *"Marketing Research anc Paul E. Green," in A.R. Theerv and Research. P :7. *"A Note on the Selectic uor',cing Paper, Revised "P:oduct Testing: Gurr Journal of the Market P I*'7tarketing Applications Mana¢esent Science, 26, "Overlapping Clustering Arabie, Wayne DeSarbo a: %9III, August 1981. :~ *"A Reexamiaation of New Proceedings of the Augu "Stochastic Dominance RL ~ and John i7. Bradford. r in the Management Scienc : r. 27. :3. *!':ndnstrialProduct-Dif= Fraser, Industrial Markc "A Model for the Aaalysi Richard Harshmam and Pau "TOBIT Analys2s: An Alt Square Regression Given Working Paper, April 198

`or Research," with Charles S. Goodmar., uylvania, May 1968. _ - a f Peroeption and Preference in Adver- Sc'ence Institute Soecial Rejorc, ark," with Susan P. Douglas, Marketing ised June 1968. 1 Information in Israel: A Proposal," (September 1969). - " with Susan P. Douglas and Aaron Uca1' 3 (July 1971), 158-169. - - h Francesco M. Nicosia. Paper preseate= .tidimensional Scaling," with Patrick search in Traasition. Chicago: A.`SA, :urnal of ?!arketing, 37 (October 1973), : for the best article published i~ the `ication of Psychographic Variabl•::.. ~ of the Marketing Research Societ", =ch an the Effectiveness of TV Marketing Research, 11 (May 1974), a of New Product Forecasting Models." teMe. .. , . . . . ach' Really Appropriate?" Wharton sting Sixulations." with Stuart Jolly -aedinas of the 56th International A"A ith Paul E. Green, Harvard Business in Health Care Organizations," with ua of Ooerations Research, 24 f Marketing Research 3udgets," with eedincs of the August 1978 A:41 749 17. *"Nev Developments in Conjoint Analysis." Paper presented at the 25th Annual Midwest Conference of the American Staristical .1-;sociatlon on What's New in Statistical Techniques for Markecing Research. March 1978. 18.I *"Issues and Advances in Segmentation Research," Journal of >tarketinc Research, 15, August 1978, 317-337. 19. *"`larketing Research and Management: A Retrospective View of the Contributions of Paul E. Greea," in A.R. Andreasen and David M. Gardner, eds., Diffusing Markecina Theorv and Research. Proceedings of the Tenth Pual D. Coverse Award S;rposium. 20. *"A Note on the Selection of Attirubtes for Conjoint Aralysis," with John G. Myers, Working Paper, Revised January 1979. 21. I"Product Testing: Gurrent Methods and Needed Developments," with Randall Batsell. Journal of the Market Rcsearch Soci~.tv, 22, .1prf1, 1960, 115-139. 22. I*"Marketing Applications of the Analytic Hierarchy Process," with Thomas L. Saaty, Management Science, 26, July 1980, 641-658. 23. "Overlapping Clustering: A New Methodology for Product Pcsitioning" with Phipns Arabie, Wayne DeSarbo and J. Douglas Carroll, Journal of Yarket•na Research, 310-317, XVIII, August 1981. ' • 24. *"A Reexamination of New Product Forecasting Models," with Vijay Nahajan, in Proceedings of the August 1981 AltA Educator`s Conference, 358-363. 25. ~"Stochastic Dominance Rules for Product Portfolio Analysis," with Vijay Yahajaa ~ apd John W. Bradford. Marketing Plaoain g:SOdela, Speeial Issue of TIMS Studies in the Management Sciences, Forthcoming. 24. *PIndustrialProductDiffusion by Segments," with Thonas Robertson and Cynthia Fraser, Industrial N3rketinc Management, 11, `.Ib. 1, 1982. "A Model for the Analysis of Asymmetric Data in Marketing Research," with Richard Harshman and Paul E. Green, Marketiaa Science, Forthcoming 1982. "TOBIT Analysis: An Alternative to Discriminant Analysis and Ordinary Leaat -Sqvare Regression Given Limited Dependent Variables," vitS Cynthia Fraser, Working Paper, April 1981. 27. 28. ® I I

750 E. International Marketina 1. I*"the Role of Marketing in Israel," Journal of Marketin¢, 31 (April 1967), 53-57. 2. *"Information Requircments for International Business Decisions," Background note prepared for and used in the introductory International Business course ac The Wharton School, University of Pennsylvania, June 1967. 3. 1 *"Cross Cultural Analysis of Consumer Behavior," in R. Moyer, ed., Chancing Marketing Systems. Proceedings of the .lmerican Marketing Association, Dece:nber 1967 Conference, 183-185. (Reprinted in the Wharton Ouarterlv, 2(Winter-Spring 1968). 4. *":larketing in Israel," in Harper W. Boyd, Jr., ed., Comoarative ?(arketing. A collection of papers assembled by the International Center for the Advancement Education, Stanford University, Stanford, CA 1968. . . 5. *"Perceptual and Preference Mapping of Countries: An Application of Hultidi=ensior.al Scaling," with Patrick J. Robinson. Paper presenced at the Annual 'teeting of the Association for Education in International Business, December 1970. 6. I*"International Market Segmentation," with Susan P. Douglas, Eurouean Journal of Marketing, 6 (Spring 1972), 17-25. . _ 7. I*"On the Meaning of Comparison: A Methodology for Cross Cultural Studies," with Susaa P. Douglas, The Ouarterlv Journal of :aaaqement Development, 6 (Spring 1972), 17-25. 8. "Selection of Clobal Target Markets: A Decision Theoretie.Approach," with Susan P. Douglas and Patrick LeMaire, in Marketing in a Chansing World: The Role of Market Research. Proceedings of the 24th ESOXAR Congress, Cannes, France, September 1972. . . 9. I*"Guidelines for Developing International Marketing Strategy," with Susan P. Douglas and Howard Perlmutter, Journal of Marketing, 37 (April 1973), 14-23. 10. I"Eavironmental Factors and Marketing Practices," with Susan P. Douglas, Eurooean Journal of Marketing, 7(Binter 1973/74), 155-165. 11. I*"Some Issues in International Consumer Research," with Susan P. Douglas, Euroeean Journal of varketing, 8(Winter 1974), 208-217. 12. "Multinational Trade Off Segmentation," with Patrick J. Robinson, in T. Wind and M. Greenberg, ads., Moving A Head with Attitude Research. Chicago, IL: AMA, 1977, 50-57. System," :farkating Science Institute Working Paper, P-15-1, August 1968. AMA, 1980. This paper is based on "Sovard a:.etacheorr of Comparative Marketing - Dunne, eds., Theoretical Develoomencs in Narketing: Proceedinas, Chicago, IL: 15. *"Comparative Methodology and Marketing Theory," with Susan P. Douglas, in Lamb and 9ovard Perlmutter. Columbia Journal of World Business, %II, Wiacer 1977, 131-139. 14. I*"0n the Identification of Frontier Issues in Multinational varketin.g,",vith Mayer, eds., :fultinational Product Management. Chicago, IL: A.YA, 1977, 165-184. 13. *"Research for Multinational Product Policy," in Warren J. geegan and Charles S. 16. I*"International Portfolio Analysis and Strategy: rhe Challenge of thc 90's", uith Susan P. Douglas, Journal of Incernarional Jusinoss Studies, 'a11 1981, 69-3`2 17 *"Marketing Perspective for International Diversification and Risk :anagement" with Vijay Mahajan, in Richard Herring, ad., :anazing International Risk, Fort"toming 199- Journal of Consum June 1977: Marketing News July 1978: Journal of varkec'_ 1979: Janue Sprir- 5 ussae Fall: 1980: Vfate = -Spria; Spring Summer Pa1.I:

`tarketina, 31 (April 1967), 53-57. siness Deeisions," Background note rnational Business course at The as 1961. ' in 8. lSOyer, ed., Chanting a Marketing Association, Decesber 'v rton Ouartcrlv, 2 (Wlnter-Spring ed., Comcarative Marketing. A _onal Center for the Advancement :968. 3. An Application of Hultidinensior.al ;ented at the Annual ;Seeting of the -ness, December 1910. - : P. DougLs, Euronean Journal of _. , or Cross Cultural Studies," with _gemenr Develoomer.t, 6 (Spring 1972),_ n Theoretic. Approach," with inal in a Chansine World: The Role OMAR Congress, Cannes, arance, ing Strategy," with Susan P. Douglas (April 1973), 14-23. " with Susaa.P. Douglaa, Eurovean 6!. - ," with Susan P. Douglas, Eurooean triek J. Robinson, in Y. Wind and Research. Chicago, IL: AMA, 1977, Warran J. [eegan and Charlas S. Chlcago, IL: AMA, 1977, 165-184. 1Ciaational Yarketing." . with isiness, xII, Wiater 1977, 131-139. with Susan P. Douglas, in Lamb and .nt: Proceedines, Chicago, IL: :atheory of Comparative Marketing =per, P-15-1, August 1968. ihe Challenge of the 80's", vith ~uss Studies, Fa1l. 1981, 69-32 _'ication and Risk ;anagement" with International Risk, Forthcoming 1982 Journal of Consumer Research June 1977: - Marketing News July 1978: . Journal of 7!arketiaa 1979• January: Spring: Summer: Fall: 1980: Winter: Spring: Spring: Sumer: Fall: 751 "Nev Directions for J_Cd" "New Directions for .Pt" "The Jourmal of NarketL^q At A crossroad" "Repositioning tie Jour-al" "Bridging the Cap 3etveen Practitioners and Academicians" "On the Status of N.arkecing ':heory" '^farktiag in the 80's" "Strategic Planning and ?*arketing: Time for A Constructive Partnership" with George Day "InteAational Narketing: The Neglect Continuous" with John c'arley "Industrial Yarketing: The Sleeping Giant" with Frederick Webster "Journals and the Development of A Discipline' ' "Research and Management" ,_ "A Positive Perspective on Marketing" "Raflections" -.1 PO

752 V. PUBLISHED ABSTRAC'IS OF PAPERS DELIVERED IN PROFESSIONAL :'.EETiYCS *"Enduring Vs. Situation Dependent Customer C!aracteristics as gases for Market Segmentation: An Evaluation," in David L. Sparks, ed., 3roadeni.^.t the Content of Narkecing. Proceedings of the American Marketing Association, August 1970 Conference. - •"Preference of Relevant Others and Individual Choice Models," in W.L. Yichols, .d., Proceedines of the 1974 AAPOR Conference and in Publie Ooiniea Quarterly, 38 (Fall 1974), 447. "Multivazi3te Decision-#taking in the Setting of Pulmonary Outpatient Clinic," with Lawrence Spitz and Ronald Daniele. Paper presented at the Acerican Collece of Physicians, San Francisco, April 1975. W"Diagnosing Consumer Behavior: A Quantitative Approach," in D. Hothwell, ed., Procajedin¢s of the 30th Annual A.IPOR Conference, May 1975 and in ub'_ic Ocinion Quarterly, 39 (Fall 1975), 415. _ . +"Segmentation and Positioning of Health Insurance Services Under Conditions of Heterogeneous Health Insurance Portfolios," in 2INS/ORSa Bu11ec_'a for the S.F. Joint Meeting, Nay 1977, 244. . .. *"Alternative Approaches to Industrial Market Segmentation" with Paul E. Green, in TIMS/ORSA Bulletin for the S.F. Joint Meeting, :lay 1977, 234. s"Innovation and the R6D-tiarketiag Interface," with Joel Goldhar, in 1'L.S/ORSA Bulletin for the Atlanta Meeting, November 1977. t *"Measurement Issues in Portfolio Analysis," with Vijay aahajan, in R.P.Leone, ad. Proceedings of Market Yeasurement and Analysis, 'P`LS, 1980, 50-53. e"Imagexy Products: A Heasurement Challenge" with Lew Pringle, in J.Leon, ad., Market Neasurement and Analvsis, TL`15/ORS.1, 1981. e"Standardized Portfolio I"ddals: An Empirical Comparison of Business Classifica- tions," with Vijay Nahajaa and Donald J. Swire in.Allan D. Shocker, and Y. Srivastava, ads., Proceedings of the 1981 Analvtical Aouroaches to Product and Marketing Planning Conference. YI. CASE STODlPS During the academic year 1962/63 I wrote a number of marketing cases at the Hebrew University, Jerusalem (Israel). One of these uses, The Ozi Ballpoint Penn III, vas published in Harper W. Boyd, Jr., et al., ads., Narkecing Management: Cases from the Emerging Countries. Reading, YA: Addison-;Iesley Publishing Company, 1966. . During the academic year 1968/69 several marketing cases were written under ary supervision at the Leon Recanati Craduate School of Business Administration, 2e1 Aviv University. •Siagla or Senior Auc r 'HE TOBACCO INSTITUTE F:3 USE AT 10 A.M. TUES WASHINGTON, D.C. .c;:! a Senate committee .•.e Federal Cigarette L. a 7osition to make a fr- 5^cke." Edward A. Horrig: Co. and of the executiv< :he Senate Labor and Hur 1t be necessary to subst the present law?" Horrigan led a pa Substituze several speci ,er.eral's health warning i1 cigarette advertising He said over 90 p ' at smoking is harmful. he added, the prop =Ounterproductive."