About Contact Education Positions Interests Publications Honors Presentations See MY New New Consumer Behavior Book PUBLICATIONS Some musings on Brand Building: From Workhorse to Icon Professional-Book (for executive reading) Mittal, Banwari, (and Jagdish N. Sheth), ValueSpace: Winning the Battle for Market Leadership: Lessons From The World's Most Admired Companies, McGraw Hill, Business Book Division, 2001 (280 pages). (www.myvaluespace dot com) Textbooks Consumer Behavior: Human Pursuit of Happiness in the World of Goods, 2016, 4e, Open Mentis Publishers, coauthored with Jill Avery, Robert Kozinets, Priya Raghubir, and Arch Woodside. Hardcover, 4 color, 652 pages (also in e-book version). Visit. www.mycbbook.com Consumer Behavior: Human Pursuit of Happiness in the World of Goods, 2013, 3e, Open Mentis Publishers, coauthored with Jill Avery, Robert Kozinets, Priya Raghubir, and Arch Woodside. Hardcover, 4 color, 652 pages (also in e-book version). Visit. www.mycbbook.com Consumer Behavior: Human Pursuit of Happiness in the World of Goods, 2010, Open Mentis Publishers, coauthored with Jill Avery, Sharon Beatty, Morris Holbrook, Robert Kozinets, Priya Raghubir, and Arch Woodside. Hardcover, 4 color, 752 pages. Consumer Behavior: How Humans Think, Feel, and Act in the Marketplace, Banwari Mittal with Morris Holbrook, Sharon Beatty, Priya Raghubir, and Arch Woodside, (Jan 2007, Open Mentis Publishing Co., 796 pages, hardcover, 4 color) Customer Behavior: A Managerial Perspective, Jagdish N. Sheth and Banwari Mittal, Thomson Learning, 2004. (480 pages) Jagdish N. Sheth, Banwari Mittal, and Bruce I. Newman, Customer Behavior: Consumer Behavior and Beyond, Dryden Press, 850 pages, 1999. Journals o Mittal, B. (2016), “Retrospective: why do customers switch? The dynamics of satisfaction versus loyalty,” Journal of Services Marketing, 30(6), 569-575. o Mittal, B. (2016), “The maximizing consumer wants even more choices: How consumers cope with the marketplace of overchoice,” Journal of Consumer and Retailing Services, 31, 361-370. o Mittal, B. (2016), “Psychology of Consumer Shoppers,” Journal of Consumer Marketing, 33(1), 20-31. o Mittal, B. (2015), “Self-concept clarity: Exploring its role in consumer behaviors,” Journal of Economic Psychology, 46, 98-110. o Mittal, B. (2012), “Untangling the Psychology of Spillover Failure in Tourist Behaviors of Environmental Consumers,” Asian Tourism Management, 2(2), 31-41. o Millan, E., and Mittal, B. (2010), “Advertising’s New Audiences: Consumer Response in the New Free Market Economies of Eastern Europe” Journal of Advertising, 39(3), 81-98. o Mittal, B., and Stafford, M. R. (2010), “Consuming as a Family: Modes of Intergenerational Influences on Young Adults,” Journal of Consumer Behaviour, 9(4, July-Aug), 239-257. o Mittal, B. (2008), “Culture's Consequences for Marketers: The Lessons of Management Research,” Int. Journal of Global Business & Economics, 2(1), 165-167. o Mittal, B. (2006), “I, Me, and Mine: How Products Becomes Our Extended Selves,” Journal of Consumer Behaviour, Vol. 5, Issue 6, 2006, 550 – 562. o Mittal, B. (2005), “Next Stop: Unravel--The Tangled Web of E-Consumer Research,” Marketing Theory, 5(1),125-135. o Mittal, B. (2004), “Lack of Attribute Searchability: Some Thoughts,” Psychology and Marketing, 21(6), 443-463. o Shapiro, J., Romano, N., and Mittal, B. (2003), “Emergent Internet Applications for Relationship Marketing,” J. of Relationship Marketing, 2(3/4), 85-108. o Mittal, B. (2002), “Service Communications: From Mindless Tangibalization to Meaningful Messages,” Journal of Services Marketing, 16(5), 424-431. o Mittal, B., and Baker, J. (2002), “Advertising Strategies for Hospitality Services,” Cornell Hotel and Restaurant Administration Quarterly, 43(2), 51-63. o Mittal, B., and Lassar, W. (2000), “Sexual Liberalism as a Determinant of Consumer Response in Sex in Advertising,” Journal of Business Psychology, 15(1), 111-127. o Mittal, B. (1999), "The Advertising of Services: Meeting the Challenge of Intangibility," Journal of Services Research, Vol. 2, No. 1, 98-116. o Mittal, B. (1999), "Determinants of Vendor-Patronage in Business Service Markets: An Integrated Model," Journal of Business-to-Business Marketing, Vol. 6, No. 4, 1-32. o Mittal, B., and Baker, J. (1998), "The Services Marketing System and Customer Psychology," Psychology & Marketing, Guest Editorial, Vol. 15(8): 727-733. o Mittal, B., and Lassar, W. (1998), "Why Do Customers Switch? The Dynamics of Satisfaction and Loyalty," Journal of Services Marketing, 12(3), 177-194. o Sheth, J. N., and Mittal, B. (1997) "The Health of the Healthcare Industry: A Report Card from American Consumers," Marketing Health Services, Winter, 28-35. o Sheth, J. N., and Mittal, B. (1996) "A Framework for Managing Customer Expectations," Journal of Market-Focused Management, 1(2), 137-158. o Mittal, B., and Lassar, W. (1996), "The Role of Personalization in Service Encounters," Journal of Retailing, 72(1), 95-109. o Mittal, B. (1995), "A Comparison of Four Recent Measures of Consumer Involvement," Psychology and Marketing, 12(7), 663-682. o Lassar, W., Mittal, B., and Sharma, A. (1995), "Measuring Customer Based Brand Equity," Journal of Consumer Marketing, 12(4), 11-19. o Mittal, B. (1994), "An Integrated Framework of Relating Diverse Consumer Characteristics with Supermarket Coupon Redemption," Journal of Marketing Research, Nov., 533-544. o Mittal, B. (1994), "Public Assessment of TV Advertising: Faint Praise and Harsh Criticism" Journal of Advertising Research, Jan.-Feb., Vol. 34 (1), 35-53. o Pollay, R. W., and Mittal, B. (1993), "Here is the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising in America," Journal of Marketing, 57(July), 99-114. o Mittal, B. (1990), "The Relative Roles of Brand Beliefs in Explaining Brand Attitudes: A Second Look," Journal of Marketing Research, (May), 209-219. o Mittal, B., and Lee, M.S. (1989), "A Causal Model of Consumer Involvement," Journal of Economic Psychology, 10, 363-389. o Mittal, B. (1989), "Measuring Purchase-Decision Involvement," Psychology & Marketing, 6, 147-162. o Mittal, B. (1988), "The Role of Affective Choice Mode in the Consumer Purchase of Expressive Products," Journal of Economic Psychology, 9, 499-524. o Mittal, B. (1988), "Achieving Higher Seat Belt Usage: The Role of Habit in Bridging the Attitude-Behavior Gap," Journal of Applied Social Psychology, 18, 12, 993-1016. o Mittal, B., and Balasubramanian, S. (1987), "Testing the Dimensionality of the Self-Consciousness Scales," Journal of Personality Assessment, 51 (1), 53-68. CONFERENCE PROCEEDINGS. Mittal, Banwari and Reshma Shah (1994), "A Conceptual Model of Intergenerational Influence in Consumer Behavior," Advances in Consumer Research, D. McKinis and M. Brooks (eds.), Association for Consumer Research, Vol. 23. Mittal, Banwari (1996), "Trust and Relationship Quality: A Conceptual Excursion," in A. Parvatiyar and J. Sheth (eds.) The Contemporary Knowledge of Relationship Marketing," Atlanta, GA: Emory University, Center for Relationship Marketing, p. 230-240. Mittal, Banwari (1994), "A Study of the Concept of Affective Choice Mode for Consumer Decisions," Advances in Consumer Research, Chris T. Allen and Deborah Roedder-John (eds.), Association for Consumer Research, Vol. 21, 253-263. Mittal, Banwari (1993), "Testing Consumer Behavior Theories: LISREL Is Not a Panacea," Advances in Consumer Research, M. Rothschild (ed.), Association for Consume Research, Vol. 20, 409-414. Mittal, Banwari (1992), "A Parsimonious Version of the Personal Involvement Inventory," Proceedings of the Academy of Marketing Science, Victoria L. Crittenden (ed.), Chestnut Hill, MA: Academy of Marketing Science, XV, 508-512. Mittal, Banwari and Matthew D. Shank (1992), "Explaining Physical Exercise Behavior by Its Cognitive Antecedents," Proceedings of the Academy of Marketing Science Conference: Developments in Marketing Science, Victoria L. Crittenden (ed.), Chestnut Hill, MA: Academy of Marketing Science, XV, 513-517. Mittal, Banwari and Muyng Soo Lee (1991), "The Extended Consumer Involvement Profiles: The Concept and Its Illustration," Proceedings of the Academy of Marketing Science Conference, 46-50. Mittal, Banwari (1989), "Must Consumer Involvement Always Imply More Information Search?" Advances in Consumer Research, Thomas K.Srull (ed.), Vol. XVI, 167-172. Mittal, Banwari (1989), "A Theoretical Analysis of Two Recent Measures of Involvement," Advances in Consumer Research, (ed.) Thomas K. Srull, Vol. XVI, 697-702. Mittal, Banwari (1988), "Effects of Viewing a Product in Good/Bad Music Conditions: Extending the Classical Conditioning Research in Marketing," Proceedings of the Academy of Marketing Science Conference, Montreal, 77-81. Mittal, Banwari and M. S. Lee (1988), "Separating Brand Choice Involvement from Product Involvement Via Consumer Involvement Profiles," Advances in Consumer Research, M. J. Houston (ed.), Vol. 15, 43-49. Mittal, Banwari (1987), "A Framework for Relating Consumer Involvement To Lateral Brain Functioning," Advances in Consumer Research, P., Anderson & M. Wallendorf (eds.), Vol. 11, 41-45. Mittal, Banwari (1983), "Consumers' Cognitive Journey through the Product Forest," Advances in Consumer Research, A. Tybout & R. Bagozzi (ed.), Vol. 10, 464-468. Mittal, Banwari and Walfried Lassar (1996), "The Bauer-Greyser Inventory of Advertising Beliefs: A Reanalysis," The Academy of Marketing Science Proceedings, 231-238. Trade Magazines Mittal, Banwari, Brian Ratchford, and Paul Prabhakar, "Functional and Expressive Attributes as Determinants of Brand Attitude," Research in Marketing, J.N. Sheth (ed.), Greenwich, CT: JAI Press, 1990. Park, C. W., and Banwari Mittal, "A Theory of Involvement in Consumer Behavior: Problems and Issues," in J.N. Sheth (ed.), Research in Consumer Behavior, Vol. 1, Greenwich, CT: JAI Press, 1985. Mittal, Banwari, "Bridging the gap Between Our Knowledge of 'Who' Uses Coupons and 'Why' Coupons Get Used," Marketing Science Institute, Report Number 94-112, August 1994. Mittal, Banwari, "The FCB Think-Feel Advertising Grid," Cinciama, Spring, 1989, 26-27. Copyright: 2013
See MY New New Consumer Behavior Book PUBLICATIONS Some musings on Brand Building: From Workhorse to Icon Professional-Book (for executive reading)
See MY New New Consumer Behavior Book
PUBLICATIONS
Professional-Book (for executive reading)
Textbooks
Journals o Mittal, B. (2016), “Retrospective: why do customers switch? The dynamics of satisfaction versus loyalty,” Journal of Services Marketing, 30(6), 569-575. o Mittal, B. (2016), “The maximizing consumer wants even more choices: How consumers cope with the marketplace of overchoice,” Journal of Consumer and Retailing Services, 31, 361-370. o Mittal, B. (2016), “Psychology of Consumer Shoppers,” Journal of Consumer Marketing, 33(1), 20-31. o Mittal, B. (2015), “Self-concept clarity: Exploring its role in consumer behaviors,” Journal of Economic Psychology, 46, 98-110. o Mittal, B. (2012), “Untangling the Psychology of Spillover Failure in Tourist Behaviors of Environmental Consumers,” Asian Tourism Management, 2(2), 31-41. o Millan, E., and Mittal, B. (2010), “Advertising’s New Audiences: Consumer Response in the New Free Market Economies of Eastern Europe” Journal of Advertising, 39(3), 81-98. o Mittal, B., and Stafford, M. R. (2010), “Consuming as a Family: Modes of Intergenerational Influences on Young Adults,” Journal of Consumer Behaviour, 9(4, July-Aug), 239-257. o Mittal, B. (2008), “Culture's Consequences for Marketers: The Lessons of Management Research,” Int. Journal of Global Business & Economics, 2(1), 165-167. o Mittal, B. (2006), “I, Me, and Mine: How Products Becomes Our Extended Selves,” Journal of Consumer Behaviour, Vol. 5, Issue 6, 2006, 550 – 562. o Mittal, B. (2005), “Next Stop: Unravel--The Tangled Web of E-Consumer Research,” Marketing Theory, 5(1),125-135. o Mittal, B. (2004), “Lack of Attribute Searchability: Some Thoughts,” Psychology and Marketing, 21(6), 443-463. o Shapiro, J., Romano, N., and Mittal, B. (2003), “Emergent Internet Applications for Relationship Marketing,” J. of Relationship Marketing, 2(3/4), 85-108. o Mittal, B. (2002), “Service Communications: From Mindless Tangibalization to Meaningful Messages,” Journal of Services Marketing, 16(5), 424-431. o Mittal, B., and Baker, J. (2002), “Advertising Strategies for Hospitality Services,” Cornell Hotel and Restaurant Administration Quarterly, 43(2), 51-63. o Mittal, B., and Lassar, W. (2000), “Sexual Liberalism as a Determinant of Consumer Response in Sex in Advertising,” Journal of Business Psychology, 15(1), 111-127. o Mittal, B. (1999), "The Advertising of Services: Meeting the Challenge of Intangibility," Journal of Services Research, Vol. 2, No. 1, 98-116. o Mittal, B. (1999), "Determinants of Vendor-Patronage in Business Service Markets: An Integrated Model," Journal of Business-to-Business Marketing, Vol. 6, No. 4, 1-32. o Mittal, B., and Baker, J. (1998), "The Services Marketing System and Customer Psychology," Psychology & Marketing, Guest Editorial, Vol. 15(8): 727-733. o Mittal, B., and Lassar, W. (1998), "Why Do Customers Switch? The Dynamics of Satisfaction and Loyalty," Journal of Services Marketing, 12(3), 177-194. o Sheth, J. N., and Mittal, B. (1997) "The Health of the Healthcare Industry: A Report Card from American Consumers," Marketing Health Services, Winter, 28-35. o Sheth, J. N., and Mittal, B. (1996) "A Framework for Managing Customer Expectations," Journal of Market-Focused Management, 1(2), 137-158. o Mittal, B., and Lassar, W. (1996), "The Role of Personalization in Service Encounters," Journal of Retailing, 72(1), 95-109. o Mittal, B. (1995), "A Comparison of Four Recent Measures of Consumer Involvement," Psychology and Marketing, 12(7), 663-682. o Lassar, W., Mittal, B., and Sharma, A. (1995), "Measuring Customer Based Brand Equity," Journal of Consumer Marketing, 12(4), 11-19. o Mittal, B. (1994), "An Integrated Framework of Relating Diverse Consumer Characteristics with Supermarket Coupon Redemption," Journal of Marketing Research, Nov., 533-544. o Mittal, B. (1994), "Public Assessment of TV Advertising: Faint Praise and Harsh Criticism" Journal of Advertising Research, Jan.-Feb., Vol. 34 (1), 35-53. o Pollay, R. W., and Mittal, B. (1993), "Here is the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising in America," Journal of Marketing, 57(July), 99-114. o Mittal, B. (1990), "The Relative Roles of Brand Beliefs in Explaining Brand Attitudes: A Second Look," Journal of Marketing Research, (May), 209-219. o Mittal, B., and Lee, M.S. (1989), "A Causal Model of Consumer Involvement," Journal of Economic Psychology, 10, 363-389. o Mittal, B. (1989), "Measuring Purchase-Decision Involvement," Psychology & Marketing, 6, 147-162. o Mittal, B. (1988), "The Role of Affective Choice Mode in the Consumer Purchase of Expressive Products," Journal of Economic Psychology, 9, 499-524. o Mittal, B. (1988), "Achieving Higher Seat Belt Usage: The Role of Habit in Bridging the Attitude-Behavior Gap," Journal of Applied Social Psychology, 18, 12, 993-1016. o Mittal, B., and Balasubramanian, S. (1987), "Testing the Dimensionality of the Self-Consciousness Scales," Journal of Personality Assessment, 51 (1), 53-68. CONFERENCE PROCEEDINGS.
Journals
o Mittal, B. (2016), “Retrospective: why do customers switch? The dynamics of satisfaction versus loyalty,” Journal of Services Marketing, 30(6), 569-575.
o Mittal, B. (2016), “The maximizing consumer wants even more choices: How consumers cope with the marketplace of overchoice,” Journal of Consumer and Retailing Services, 31, 361-370.
o Mittal, B. (2016), “Psychology of Consumer Shoppers,” Journal of Consumer Marketing, 33(1), 20-31.
o Mittal, B. (2015), “Self-concept clarity: Exploring its role in consumer behaviors,” Journal of Economic Psychology, 46, 98-110.
o Mittal, B. (2012), “Untangling the Psychology of Spillover Failure in Tourist Behaviors of Environmental Consumers,” Asian Tourism Management, 2(2), 31-41.
o Millan, E., and Mittal, B. (2010), “Advertising’s New Audiences: Consumer Response in the New Free Market Economies of Eastern Europe” Journal of Advertising, 39(3), 81-98.
o Mittal, B., and Stafford, M. R. (2010), “Consuming as a Family: Modes of Intergenerational Influences on Young Adults,” Journal of Consumer Behaviour, 9(4, July-Aug), 239-257.
o Mittal, B. (2008), “Culture's Consequences for Marketers: The Lessons of Management Research,” Int. Journal of Global Business & Economics, 2(1), 165-167.
o Mittal, B. (2006), “I, Me, and Mine: How Products Becomes Our Extended Selves,” Journal of Consumer Behaviour, Vol. 5, Issue 6, 2006, 550 – 562.
o Mittal, B. (2005), “Next Stop: Unravel--The Tangled Web of E-Consumer Research,” Marketing Theory, 5(1),125-135.
o Mittal, B. (2004), “Lack of Attribute Searchability: Some Thoughts,” Psychology and Marketing, 21(6), 443-463.
o Shapiro, J., Romano, N., and Mittal, B. (2003), “Emergent Internet Applications for Relationship Marketing,” J. of Relationship Marketing, 2(3/4), 85-108.
o Mittal, B. (2002), “Service Communications: From Mindless Tangibalization to Meaningful Messages,” Journal of Services Marketing, 16(5), 424-431.
o Mittal, B., and Baker, J. (2002), “Advertising Strategies for Hospitality Services,” Cornell Hotel and Restaurant Administration Quarterly, 43(2), 51-63.
o Mittal, B., and Lassar, W. (2000), “Sexual Liberalism as a Determinant of Consumer Response in Sex in Advertising,” Journal of Business Psychology, 15(1), 111-127.
o Mittal, B. (1999), "The Advertising of Services: Meeting the Challenge of Intangibility," Journal of Services Research, Vol. 2, No. 1, 98-116.
o Mittal, B. (1999), "Determinants of Vendor-Patronage in Business Service Markets: An Integrated Model," Journal of Business-to-Business Marketing, Vol. 6, No. 4, 1-32.
o Mittal, B., and Baker, J. (1998), "The Services Marketing System and Customer Psychology," Psychology & Marketing, Guest Editorial, Vol. 15(8): 727-733.
o Mittal, B., and Lassar, W. (1998), "Why Do Customers Switch? The Dynamics of Satisfaction and Loyalty," Journal of Services Marketing, 12(3), 177-194.
o Sheth, J. N., and Mittal, B. (1997) "The Health of the Healthcare Industry: A Report Card from American Consumers," Marketing Health Services, Winter, 28-35.
o Sheth, J. N., and Mittal, B. (1996) "A Framework for Managing Customer Expectations," Journal of Market-Focused Management, 1(2), 137-158.
o Mittal, B., and Lassar, W. (1996), "The Role of Personalization in Service Encounters," Journal of Retailing, 72(1), 95-109.
o Mittal, B. (1995), "A Comparison of Four Recent Measures of Consumer Involvement," Psychology and Marketing, 12(7), 663-682.
o Lassar, W., Mittal, B., and Sharma, A. (1995), "Measuring Customer Based Brand Equity," Journal of Consumer Marketing, 12(4), 11-19.
o Mittal, B. (1994), "An Integrated Framework of Relating Diverse Consumer Characteristics with Supermarket Coupon Redemption," Journal of Marketing Research, Nov., 533-544.
o Mittal, B. (1994), "Public Assessment of TV Advertising: Faint Praise and Harsh Criticism" Journal of Advertising Research, Jan.-Feb., Vol. 34 (1), 35-53.
o Pollay, R. W., and Mittal, B. (1993), "Here is the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising in America," Journal of Marketing, 57(July), 99-114.
o Mittal, B. (1990), "The Relative Roles of Brand Beliefs in Explaining Brand Attitudes: A Second Look," Journal of Marketing Research, (May), 209-219.
o Mittal, B., and Lee, M.S. (1989), "A Causal Model of Consumer Involvement," Journal of Economic Psychology, 10, 363-389.
o Mittal, B. (1989), "Measuring Purchase-Decision Involvement," Psychology & Marketing, 6, 147-162.
o Mittal, B. (1988), "The Role of Affective Choice Mode in the Consumer Purchase of Expressive Products," Journal of Economic Psychology, 9, 499-524.
o Mittal, B. (1988), "Achieving Higher Seat Belt Usage: The Role of Habit in Bridging the Attitude-Behavior Gap," Journal of Applied Social Psychology, 18, 12, 993-1016.
o Mittal, B., and Balasubramanian, S. (1987), "Testing the Dimensionality of the Self-Consciousness Scales," Journal of Personality Assessment, 51 (1), 53-68.
Mittal, Banwari (1996), "Trust and Relationship Quality: A Conceptual Excursion," in A. Parvatiyar and J. Sheth (eds.) The Contemporary Knowledge of Relationship Marketing," Atlanta, GA: Emory University, Center for Relationship Marketing, p. 230-240. Mittal, Banwari (1994), "A Study of the Concept of Affective Choice Mode for Consumer Decisions," Advances in Consumer Research, Chris T. Allen and Deborah Roedder-John (eds.), Association for Consumer Research, Vol. 21, 253-263. Mittal, Banwari (1993), "Testing Consumer Behavior Theories: LISREL Is Not a Panacea," Advances in Consumer Research, M. Rothschild (ed.), Association for Consume Research, Vol. 20, 409-414. Mittal, Banwari (1992), "A Parsimonious Version of the Personal Involvement Inventory," Proceedings of the Academy of Marketing Science, Victoria L. Crittenden (ed.), Chestnut Hill, MA: Academy of Marketing Science, XV, 508-512. Mittal, Banwari and Matthew D. Shank (1992), "Explaining Physical Exercise Behavior by Its Cognitive Antecedents," Proceedings of the Academy of Marketing Science Conference: Developments in Marketing Science, Victoria L. Crittenden (ed.), Chestnut Hill, MA: Academy of Marketing Science, XV, 513-517. Mittal, Banwari and Muyng Soo Lee (1991), "The Extended Consumer Involvement Profiles: The Concept and Its Illustration," Proceedings of the Academy of Marketing Science Conference, 46-50. Mittal, Banwari (1989), "Must Consumer Involvement Always Imply More Information Search?" Advances in Consumer Research, Thomas K.Srull (ed.), Vol. XVI, 167-172. Mittal, Banwari (1989), "A Theoretical Analysis of Two Recent Measures of Involvement," Advances in Consumer Research, (ed.) Thomas K. Srull, Vol. XVI, 697-702. Mittal, Banwari (1988), "Effects of Viewing a Product in Good/Bad Music Conditions: Extending the Classical Conditioning Research in Marketing," Proceedings of the Academy of Marketing Science Conference, Montreal, 77-81. Mittal, Banwari and M. S. Lee (1988), "Separating Brand Choice Involvement from Product Involvement Via Consumer Involvement Profiles," Advances in Consumer Research, M. J. Houston (ed.), Vol. 15, 43-49. Mittal, Banwari (1987), "A Framework for Relating Consumer Involvement To Lateral Brain Functioning," Advances in Consumer Research, P., Anderson & M. Wallendorf (eds.), Vol. 11, 41-45. Mittal, Banwari (1983), "Consumers' Cognitive Journey through the Product Forest," Advances in Consumer Research, A. Tybout & R. Bagozzi (ed.), Vol. 10, 464-468. Mittal, Banwari and Walfried Lassar (1996), "The Bauer-Greyser Inventory of Advertising Beliefs: A Reanalysis," The Academy of Marketing Science Proceedings, 231-238.
Trade Magazines