ConsumerBehaviorand AdvertisingInvolvementSelected Works of Herbert E. Krugman

EDWARD P. KRUGMAN

RoutledgeTaylor & Francis Group

New York London

CONTENTS

Editor's Note

ForewordWilliam D. Wells

Section I: Themes

1 The Learning of Tastes (with Eugene L. Hartley) 1Pub. Op'n Q. 24:4 (Winter 1960)

2 The Learning of Consumer Preference 11J. Marketing 26:2 (Apr. 1962)

3 An Application of Learning Theory to TV Copy 16Testing

Pub. Op'n Q. 26:4 (Winter 1962)4 Some Applications of Pupil Measurement 25

J. Marketing Res. (Nov. 1964)5 A Comparison of Physical and Verbal Responses to 34

Television CommercialsPub. Op'n Q. 29:2 (Summer 1965)

6 The Impact of Television Advertising: Learning 37Without Involvement

Pub. Op'n Q. 29:3 (Fall 1965)7 The Measurement of Advertising Involvement 44

Pub. Op'n Q. 30:3(1966)8 Psychological Perspectives in Marketing Strategy 58

Adapted from an Address to The Association ofNational Advertisers, 1966 National Conf., ColoradoSprings, Colorado (Oct. 24, 1966)

9 Processes Underlying Exposure to Advertising 65ARF, Proceedings of the 14th Annual Conf., NewYork (Oct. 15, 1968)

10 Television and Trust in Rationality 76Undated manuscript ca. 1970

11 What's a Krugman Connection? 81Media Decisions (Nov. 1968)

Section II: Brain Waves

12 Flicker Fusion Frequency as a Function of Anxiety 89Reaction: An Exploratory Study

Psychosomatic Medicine 9:4 (July-August 1947)13 Passive Learning from Television (with Eugene L. 96

Hartley)Delivered at WAPOR, Amsterdam, Sept. 1969; Pub.Op'n Q. 34:2 (Summer 1970)

14 Mass Media and Mental Maturity 102Undated manuscript ca. 1970

15 "Temporary" Effects of Communication 117J. Adv. Res. 10:1 (Feb. 1970)

16 Brain Wave Measures of Media Involvement 122J. Adv. Res. 11:1 (Feb. 1971)

17 Why Three Exposures May Be Enough 133J. Adv. Res. 12:6 (Dec. 1972)

18 What Makes Advertising Effective? 139Harv. Bus. Rev. 53, No.2 (Mar.-Apr. 1975)

19 Memory Without Recall, Exposure Without 149Perception

J. Adv. Res. 17:4 (Aug. 1977)20 Toward an Ideal TVPre-Test 158

AMA Annual Advertising Research Conf., New York(May 16, 1978)

21 The Two Brains: New Evidence on TV Impact 163Broadcasting, "Monday Memo" (Jan. 29, 1979)

22 Media Imagery: Perception After Exposure 166AMA 11th Attitude Research Conf., Carlsbad,California (Mar. 4, 1980)

23 A Question of Speed of Communications 172Conf. on Newspaper Marketing in the New Era ofTelecommunications, New York (Sept. 24, 1980)

24 Sustained Viewing of Television 176"Point of View", J. Adv. Res. 20:3 (June 1980)

25 The Effective Use of Physiological Measurement in 182Advertising Research

AMA Twelfth Annual Attitude Research Conf., HotSprings, Virginia (Apr. 6, 1981)

26 Next Steps - A Productive Approach to Measuring 192Effective Frequency

ARF Key Issues Workshop, New York (June 4, 1982)27 The Two Futures of Advertising Research: Images vs. 198

MessagesAAPOR New York Chapter (Feb. 8, 1983)

28 Beyond Recall 204Marketing Science Inst, Cambridge (Nov. 21,1983)

29 Measuring Memory: An Industry Dilemma 209J. Adv. Res. 25:4 (Aug. 1985)

30 A Personal Retrospective on the Use of Physiological 213Measures of Advertising Response

Undated Manuscript ca. 1986

Section III: Corporate Advertising

31 Adapting Existing Survey Data Banks to Social 223Indicator Purposes

Undated Manuscript ca. 197232 Innovations in Public Opinion Research 229

Market Research Council, New York (Mar. 19, 1976)33 Public Attitudes Toward Private Enterprise and 236

BusinessUnpublished Manuscript, May 18, 1977

34 How to Misinterpret Public Opinion Research and 250Underestimate the Potential of CorporateAdvertising

ANA Corporate Advertising Workshop, New York(Oct. 26, 1978)

55 Understanding Public Response to Massive New 255Technologies

GE Management Seminar, Stamford (Nov. 5, 1979)36 Measuring Progress 262

ANA Corporate Advertising Seminar, New York(Oct. 17, 1979)

3 7 Tracking the Effects of Corporate Advertising 266ANA Advertising Research Workshop, New York(Dec. 9, 1981)

38 Corporate Advertising as "Thought Provoking" 271Messages

Corporate Communications Workshop, MarketingScience Inst., Cambridge (May 1981)

39 - Repetition Revisited: Application of the Three 276Exposure Theory to Corporate Advertising

AMA 13th Attitude Research Conf., Arizona (Feb. 10,1982)

40 Television Program Interest and Commercial 280Interruption

J. Adv. Res. 23:1 (Feb. 1983)

Section IV: Methods and Observations

41 The "Draw a Supermarket" Technique 285Pub. Op'nQ. 24:1 (Spring 1960)

42 The Role of Magazines in America: Today and 287Tomorrow

Magazine Publishers Ass'n 39th Spring Conf., TheGreenbriar (May 6,1958)

43 Fast Learning and Slow Forgetting of Advertising 293Campaigns

Fourth Annual ARF Research Quality Workshop,New York (Sept. 15, 1986)

44 Limits of Attention to Advertising 297"Point of View," J. Adv. Res. 28:5 (Oct.-Nov. 1988)

45 High Resolution Television and Video Games of the 303Future: Some Psychological Implications

AMA, New York (Jan. 24, 1984)46 Some Consequences of High Definition Television 309

Market Research Council, New York (Mar. 16, 1990)4 7 Consumer Behavior 316

International Encyclopedia of the Social Sciences(MacMillan/Free Press 1968)

48 Sociology and Consumer Behavior 324American Sociological Ass'n Conf. on SociologicalIssues in Business and Industry, New York (Sept. 3,1986)

49 Pavlov's Dog and the Future of Consumer 328Psychology

J. Adv. Res. 34:6 (Nov. 1994)Author Index 333

Subject Index 337