Description
Book SynopsisProviding state-of-the-art articles by the marketing field's leading researchers and academicians, the volumes in this annual series include approximately 7-8 chapters. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the wide range of marketing research methodologies.
Table of ContentsReview of Marketing Research: Some Reflections, Naresh K. Malhotra; 1. Consumer Action: Automaticity, Purposiveness, and Self-Regulation, Richard P. Bagozzi; 2. Looking Through the Crystal Ball: Affective Forecasting and Misforecasting in Consumer Behavior, Deborah J. MacInnis, Vanessa M. Patrick, and C. Whan Park; 3. Consumer Use of the Internet in Search for Automobiles: Literature Review, a Conceptual Framework, and an Empirical Investigation, Brian T. Ratchford, Myung-Soo Lee, and Debabrata Talukdar; 4. Categorization: A Review and an Empirical Investigation of the Evaluation Formation Process, Gina L. Miller, Naresh K. Malhotra, and Tracey M. King; 5. Individual-level Determinants of Consumers' Adoption and Usage of Technological Innovations: A Propositional Inventory, Shun Yin Lam and A. Parasuraman; 6. The Metrics Imperative: Making Marketing Matter, Donald R. Lehmann; 7. Multi-Level, Hierarchical Linear Models and Marketing: This Is Not Your Advisor's OLS Model, James L. Oakley, Dawn Iacobucci, and Adam Duhachek; About the Editor and Contributors; Index.
