TITLE

PRFSIDENTIAL ADDRESS: The Value of Theory in Consumer Research

AUTHOR(S)
Tybout, Alice M.
PUB. DATE
January 1995
SOURCE
Advances in Consumer Research;1995, Vol. 22 Issue 1, p1
SOURCE TYPE
Academic Journal
DOC. TYPE
Speech
ABSTRACT
The article presents a speech titled "The Value of Theory in Consumer Research," by Alice M. Tybout, a marketing professor at Northwestern University, delivered as the presidential address to the Association for Consumer Research (ACR). She assesses the role of theory in predicting consumer behavior, including discussions of advertising strategies, the relationship between elaboration and persuasion in marketing, and the importance of creativity.
ACCESSION #
9407060465

 

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