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Current Research

  • "New Insights Into Japanese Seniors Through Ideal Age Segmentation," with Stuart Van Auken.
  • Journey Toward Excellence: The Edwin L. Cox School of Business at SMU, with Eugene T. Byrne

Selected Publications

  • "A Cross-Country Construct Validation of Cognitive Age," Journal of Academy of Marketing Science, with Stuart Van Auken and Richard P. Bagozzi.
  • "Spreading the Word: Investigating Antecedants of Comsumers'  Positive Word-of-Mouth," Journal of Academy of Marketing Science, with Tom J. Brown, Peter A.Dacin, and Richard F.Gunst.
  •  "One Way to Moderate Ceiling Effects," Quality Progress, with Richard F. Gunst, (October, 2003), 84-86.
  • "Comparative Advertising," The Advertising Age Encyclopedia of Advertising, Volume I, A-E, Fitzroy Dearborn Publishers, 2003
  • "In Defense of the Hierarchy of Effects: A Rejoinder to Weilbacher," Journal of Advertising Research, 42, 3, (May/June, 2002), 44-47.
  • "A Review and Critique of the Hierarchy of Effects," International Journal of Advertising, 1990, with Daniel J. Howard, reprinted in Marketing Communications Classics, Fitzgerald and Arnott, Business Press, London, 2000
  • "Distance Evaluation Effects in Advertising," Journal of Business and Psychology, 13, 1, 85-100, (1998) with Daniel J. Howard
  • "Some Intriguing Relationships in Business Teaching Evaluations," Journal of Education for Business, 72, 5, 303-312, (1997), with Rex Thompson
  • "An Assessment of the Trait Validity of Cognitive Age Measures," Journal of Consumer Psychology, IV, 2, 107-132 (1995), with Stuart Van Auken
  • "Twenty Years of Comparative Advertising in the United States," International Journal of Advertising, 12, 325-350 (1993)

Editorial Boards

  • Editorial Advisory Committee: Health Marketing Quarterly, Journal of Hospital Marketing, Journal of Professional Services Marketing, 1991-present
  • Editorial Board: Journal of Interactive Advertising, 1999-2000
  • Editorial Board: Journal of International Business Research, 1993-1994
  • Editorial Board: Marketing Abstracts, Journal of Marketing, 1977-1984Editorial Review Board: Journal of Advertising, 1991-present (reviewer since 1975)
  • Reviewer for: Journal of Current Issues and Research in Advertising, 1979-present
  • Occasional Reviewer for: Journal of Academy of Marketing Science
  • Occasional Reviewer for: Journal of Marketing Services
  • Occasional Reviewer for: Journal of Media Economics
  • Occasional Reviewer for: American Marketing Association
  • Occasional Reviewer for: American Academy of Advertising