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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 Joel Huber, features the prominent articles of Don Lehmann on models, metrics, and measurements in marketing research. It is the first volume in this set because it underscores the centrality of methods and models for studying consumer behavior and marketing phenomena to generate theoretical and practical insights for valuable lessons to academics and practitioners.
List of contents
- Set Introduction.- 2. Volume I Introduction.- 3. The Importance of Differential Weights in Multiple Attribute Models of Consumer Attitude.- 4. The Importance of Halo Effects in Multi-Attribute Attitude Models.- 5. Impact of Different Comparison Sets on Evaluation of a New Subcompact Car Brand.- 6. Alternative Explanations for Changes in Similarity Judgments and MDS Structure.- 7. Attribute Abstraction, Feature-Dimensionality, and the Scaling of Product Similarities.- 8. Validity of Information Display Boards: An Assessment Using Longitudinal Data.- 9. Development of Distinct Choice Process Segments over Time: A Stochastic Modeling Approach.- 10. Modeling Choice Among Assortments.- 11. The Impact of Bundle Type, Price Framing and Familiarity on Evaluation of the Bundle.- 12. Assessing the Validity of Emotional Typologies.- 13. The Effects of Fatigue on Judgments of Interproduct Similarity.- The Impact of Sequential Data on Consumer Confidence in Relative Judgments.- 14. Are Three-Point Scales Always Good Enough?.- 15.Alpha Inflation? The Impact of Eliminating Scale Items on Cronbach's Alpha.- 16. State-Dependence Effects in Surveys.- 17. The Structure of Survey-Based Brand Metrics.- 18. On the Limits of Research Rigidity: The Number of Items in a Scale.- 19. Valuing Customers.- 20. Metrics for Making Marketing Matter.- 21. Assessing the Enduring Impact of Influential Papers.- 22. What s Old is New Again: A Reflection on Don Lehmann s Research on Measurements, Models, and Metrics. 23. An Inspiration both Personally and Professionally.- 24. My Reflections on a Time Gone.
