… Most notably, Dennis H. Gensch in 1969 attempted to deal with two restrictions of the model:
… Assael notes that he was a friend of (and worked closely with) Charlie Ramond, founder …

… to re-examine policy than in producing legislation (Assael, 1968). At times, in the final phase,
… Henry Assael is an associate professor of marketing in the graduate school of business …

To increase the validity and reliability of survey data, one must minimize total error and its
components, sampling and nonsampling error. This article examines and empirically …

The authors consider the effects of exposure to various advertising appeal types (differing in
sidedness) on cognitive response and belief change in the context of inoculation and …

Although it is clear that many products possess symbolic content, research on symbolic
consumption tends to focus upon the meanings imparted by individual products in isolation. It is …

Market segmentation has been accepted as a strategic marketing tool to define markets and
thereby allocate resources. The concept as originally defined by Wendell Smith requires an" …

Word-of-mouth (WOM) plays an increasingly important role in shaping consumers' attitudes
and buying behaviors. Prior work in marketing has mainly focused on the aggregate impact …

With the penetration rate of the web approaching 70 percent, profiles of general web usage
are less important. Web marketers must begin to focus on the profile of heavy web users and …

… Assael has been involved in a study of activities of distributive trade associations for several
years, particularly in the automobile industry. He has also published in the area of market …

… Assael has … Assael has published widely in the Journal of Marketing, Journal of Marketing
Research, Journal of Advertising Research and Administrative Science Quarterly. Dr. Assael …