Professor Emeritus of Marketing
PhD, Ohio State University, 1970
MBA, Ohio State University, 1966
BS, Ohio State University, 1965Specialties
Consumer decision-making, new product introduction, application of quantitative methods in marketing.Positions Held
At the University of Washington since 1970.
Affiliate professor at INSEAD in Fontainebleau, France (1975-76)Current Research
Consumer judgment and decision-making, brand association effects in global markets, product quality and customer satisfaction.Honors and Awards
Procter and Gamble Award for Scholarly Excellence (1984), National Science Foundation research grant (1975).Academic Service
Board of directors of the American Marketing Association (1994-96)
Chairman of the Department of Marketing and International Business (1990-93)
Director of the Doctoral Program (1986-90)
Editorial board of the Journal of Marketing Research
"A Flexible Strategy for Reducing and Analyzing Ordered Choice Data," with D. MacLachlan and J. Wiley, Multivariate Behavioral Research
, October 1984.
"Managerial Judgment in Marketing:The Concept of Expertise," with J. Larréché, Journal of Marketing Research
, May 1983.
"Time Changes in Perception: A Longitudinal Application of Multidimensional Scaling," with D. MacLachlan and J. McCullough, Journal of Marketing Research
, August 1976.Selected Consulting Experience
National companies, marketing research.
Regional companies, strategic marketing planning.Courses Taught
Marketing Decision Models.