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The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume.
This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy.
This volume, edited by Lohn Lynch, synthesizes Lehmann's work on meta-analysis and empirical generalization. Along with a collection of his related articles, it features an interview with Lehmann himself and three insightful commentaries from frequent co-authors. Showing how Lehmann's research has theoretical and practical relevance, this work outlines his impact on the marketing field to assess better the generalizability and robustness of their published empirical findings.
List of contents
1.Set Introduction.- 2. Volume III Introduction.- 3. Some Empirical Contributions to Buyer Behavior Theory.- 4. A Working System Model of Car Buyer Behavior.- 5. Individual Differences in Search Behavior for a Nondurable.- 6. Parameter Stability and Carry-over Effects in a Consumer Decision-Process Model.- 7. Generalizing from Imperfect Replication.- 8. Patterns in Parameters of Buyer Behavior Models: Generalizing from Sparse Replication.- 9. How Advertising Affects Sales: Meta-Analysis of Econometric Results.- 10. Estimating Publication Bias in Meta-Analysis.- 11. Empirical Marketing Generalization Using Meta-Analysis.- 12. Designing the Next Study for Maximum Impact.- 13. Cross-National Laws and Differences in Market Response.- 14. The Impact of Research Design on Consumer Price Recall Accuracy: An Integrative Review.- 15. Stability of Membership in Market Segments Identified with a Disaggregate Consumption Model.- 16. A Meta-Analysis of Applications of Diffusion Models.- 17. Designing Effective Health Communications: A Meta-Analysis.- 18. Macro-Economic Determinants of Consumer Price Knowledge: A Meta-Analysis of Four Decades of Research.- 19. A Meta-Analysis of the Impact of Price Presentation on Perceived Savings.- 20. Reflections on the Replication Corner: In Praise of Conceptual Replications.- 21. A Tribute to Don Lehmann s Contributions to Marketing Research.- 22. A Tribute to Don Lehmann: The Four Key Lessons I Learnt.- 23. Thoughts about Don.- 24. A Conversation with Don Lehmann at the Theory + Practice in Marketing Conference at Emory University on May 10, 2022.
