Consumer Behavior and Advertising Involvement: Selected Works of Herbert E. Krugman Book

Editor's Note Foreword   William D. Wells
Themes
The Learning of Tastes (with Eugene L. Hartley): Pub. Op'n Q. 24:4 (Winter 1960)     1
The Learning of Consumer Preference: J. Marketing 26:2 (Apr. 1962)     11
An Application of Learning Theory to TV Copy Testing: Pub. Op'n Q. 26:4 (Winter 1962)     16
Some Applications of Pupil Measurement: J. Marketing Res. (Nov. 1964)     25
A Comparison of Physical and Verbal Responses to Television Commercials: Pub. Op'n Q. 29:2 (Summer 1965)     34
The Impact of Television Advertising: Learning Without Involvement: Pub. Op'n Q. 29:3 (Fall 1965)     37
The Measurement of Advertising Involvement: Pub. Op'n Q. 30:3 (1966)     44
Psychological Perspectives in Marketing Strategy: Adapted from an Address to The Association of National Advertisers, 1966 National Conf., Colorado Springs, Colorado (Oct. 24, 1966)     58
Processes Underlying Exposure to Advertising: ARF, Proceedings of the 14th Annual Conf., New York (Oct. 15, 1968)     65
Television and Trust in Rationality: Undated manuscript ca. 1970     76
What's a Krugman Connection?: Media Decisions (Nov. 1968)     81
Brain Waves
Flicker Fusion Frequency as a Function of Anxiety Reaction: An Exploratory Study: Psychosomatic Medicine 9:4 (July-August 1947)     89
Passive Learning from Television (with Eugene L. Hartley): Delivered at WAPOR, Amsterdam,Sept. 1969; Pub. Op'n Q. 34:2 (Summer 1970)     96
Mass Media and Mental Maturity: Undated manuscript ca. 1970     102
"Temporary" Effects of Communication: J. Adv. Res. 10:1 (Feb. 1970)     117
Brain Wave Measures of Media Involvement: J. Adv. Res. 11:1 (Feb. 1971)     122
Why Three Exposures May Be Enough: J. Adv. Res. 12:6 (Dec. 1972)     133
What Makes Advertising Effective?: Harv. Bus. Rev. 53, No.2 (Mar.-Apr. 1975)     139
Memory Without Recall, Exposure Without Perception: J. Adv. Res. 17:4 (Aug. 1977)     149
Toward an Ideal TV Pre-Test: AMA Annual Advertising Research Conf., New York (May 16, 1978)     158
The Two Brains: New Evidence on TV Impact: Broadcasting, "Monday Memo" (Jan. 29, 1979)     163
Media Imagery: Perception After Exposure: AMA 11th Attitude Research Conf., Carlsbad, California (Mar. 4, 1980)     166
A Question of Speed of Communications: Conf. on Newspaper Marketing in the New Era of Telecommunications, New York (Sept. 24, 1980)     172
Sustained Viewing of Television: "Point of View", J. Adv. Res. 20:3 (June 1980)     176
The Effective Use of Physiological Measurement in Advertising Research: AMA Twelfth Annual Attitude Research Conf., Hot Springs, Virginia (Apr. 6, 1981)     182
Next Steps - A Productive Approach to Measuring Effective Frequency: ARF Key Issues Workshop, New York (June 4, 1982)      192
The Two Futures of Advertising Research: Images vs. Messages: AAPOR New York Chapter (Feb. 8, 1983)     198
Beyond Recall: Marketing Science Inst., Cambridge (Nov. 21, 1983)     204
Measuring Memory: An Industry Dilemma: J. Adv. Res. 25:4 (Aug. 1985)     209
A Personal Retrospective on the Use of Physiological Measures of Advertising Response: Undated Manuscript ca. 1986     213
Corporate Advertising
Adapting Existing Survey Data Banks to Social Indicator Purposes: Undated Manuscript ca. 1972     223
Innovations in Public Opinion Research: Market Research Council, New York (Mar. 19, 1976)     229
Public Attitudes Toward Private Enterprise and Business: Unpublished Manuscript, May 18, 1977     236
How to Misinterpret Public Opinion Research and Underestimate the Potential of Corporate Advertising: ANA Corporate Advertising Workshop, New York (Oct. 26, 1978)     250
Understanding Public Response to Massive New Technologies: GE Management Seminar, Stamford (Nov. 5, 1979)     255
Measuring Progress: ANA Corporate Advertising Seminar, New York (Oct. 17, 1979)     262
Tracking the Effects of Corporate Advertising: ANA Advertising Research Workshop, New York (Dec. 9, 1981)     266
Corporate Advertising as "Thought Provoking" Messages: Corporate Communications Workshop, Marketing Science Inst., Cambridge (May 1981)     271
Repetition Revisited: Application of the Three Exposure Theory to Corporate Advertising: AMA 13th Attitude Research Conf., Arizona (Feb. 10, 1982)     276
Television Program Interest and Commercial Interruption: J. Adv. Res. 23:1 (Feb. 1983)     280
Methods and Observations
The "Draw a Supermarket" Technique: Pub. Op'n Q. 24:1 (Spring 1960)     285
The Role of Magazines in America: Today and Tomorrow: Magazine Publishers Ass'n 39th Spring Conf., The Greenbriar (May 6, 1958)     287
Fast Learning and Slow Forgetting of Advertising Campaigns: Fourth Annual ARF Research Quality Workshop, New York (Sept. 15, 1986)     293
Limits of Attention to Advertising: "Point of View," J. Adv. Res. 28:5 (Oct.-Nov. 1988)     297
High Resolution Television and Video Games of the Future: Some Psychological Implications: AMA, New York (Jan. 24, 1984)     303
Some Consequences of High Definition Television: Market Research Council, New York (Mar. 16, 1990)     309
Consumer Behavior: International Encyclopedia of the Social Sciences (MacMillan/Free Press 1968)     316
Sociology and Consumer Behavior: American Sociological Ass'n Conf. on Sociological Issues in Business and Industry, New York (Sept. 3, 1986)     324
Pavlov's Dog and the Future of Consumer Psychology: J. Adv. Res. 34:6 (Nov. 1994)     328
Author Index     333
Subject Index     337