Consumer Behavior,Robertson, Thomas S., Joan Zielinski and Scott Ward. Glenview,IL: Scott,Foresman and Company, 1984. 640 pp. $24.95

Abstract

Attempts to fund a JOURNAL OF ADVERTISING began in the early 1960s, largely through the efforts of C.H. Sandage. Although not successful in getting foundation funds, Sandage was instrumental in publishing Occasional Papers in Advertising as a forerunner of a journal. Other individuals became involved with the quest for a journal, eventually securing sufficient funds to start, and Volume 1, Number 1 of the Journal of Advertising appeared in 1972. Governance of the Journal was in the hands of a self-perpetuating Board of Directors, with loose ties to the American Academy of Advertising. This arrangement was due to philosophical differences between those desirous of establishing a journal and the then Executive Committee of the Academy. Monetary problems and differences in viewpoint of journal content plagued those responsible for the Journal in its earlier years. By 1979, efforts were underway to merge the autonomous Journal Board of Directors into a Publications Committee within the Academy proper. The consolidation occurred in 1981 through the re-writing of Academy Bylaws.     

Naubauer,Robert G. Packaging,the Contemporary Media. New York: Van Nostrand Reinhold, 1973

Abstract

Additional advertising regulation is being proposed for both tobacco and alcoholic beverage products. The possible outcome of these proposed regulations is examined based on the effect that advertising regulation has had on tobacco consumption in the past.     

Juliet B. Schor: The Overspent American. Upscaling,Downshifting, and the New Consumer. New York: Basic Books, 1998.

Journal of Consumer Policy -     

Fornell,Claes. Consumer Input for Marketing Decisions,a Study of Corporate Departments for Consumer Affairs. New York: Praeger, 1976

This study examined whether children recognized advergames as a type of advertising and the efficacy of an advertising literacy program. Results indicated that without the advertising literacy education, about three-quarters of the children did not recognize advergames as a type of advertising. However, those with advertising literacy education showed a significantly enhanced understanding. Also, a series of mediation tests showed that recognition of advertising was an indirect-only mediator between the advertising literacy and skeptical attitudes toward advertising. Only those who viewed the advergame as a type of advertising demonstrated more skeptical attitudes toward it.     

Consumer Behavior in Later Life: Current Knowledge,Issues, and New Directions for Research

The aging of the Earth's populations has been creating increasing interest in older consumers among researchers, marketers, and policymakers. Yet previous research efforts have produced little knowledge to help explain consumer behavior in later life. The main reason for this limited knowledge may be a lack of theoretical and methodological bases for studying the consumption patterns of older generations. This article advocates the value of emergent paradigms and methods that are becoming increasingly popular in behavioral sciences and hold promise for studying the consumer behavior of older adults. It particularly recommends approaches that emphasize the importance of examining consumers in the context of the time and life circumstances in which they are embedded, and it builds a research agenda to help address contemporary research issues and guide further research.