Persuasive Advertising - J. Scott Armstrong [257]
O’Shaughnessy, John, 220, 322
O’Shaughnessy, Nicholas J., 220, 322
Obama, Barack, 122
Obertynski, Monika A., 184
Offner, Anne K., 282
Ofir, Chezy, 135
Ogilvy, David, 1, 6, 7, 8, 34, 88, 108, 151–2, 189, 191, 193, 227, 238, 244, 245, 247, 249, 251, 258, 268, 270, 279, 280
Ohanian, Roobina, 153
Ohrbach, 234
Oksenberg, Lois, 271
Oldsmobile, 117, 184
Oliver, Jamie, 78
Olsen, G. Douglas, 141, 275, 276
Oopik, Arvo J., 76
Ordoñez, Lisa, 54
Orne, Martin T., 297
Orseland, B., 61
Osborn, Alex, 282
Oslo Sporveier, 79
Osterhouse, Robert A., 107
Ott, John N., 211
Oxo, 220
P
P. T. Barnum, 165
Packard, 173
Painter, James, 196
Pallak, Michael S., 81
Pan, Yue, 48
Panalba, 80
Panasonic, 34
Pang, Sam, 237
Papa John’s, 166
Papert, Koenig & Lois, 190
Pardun, Carol J., 100
Park, C. Whan, 40, 51, 54, 272
Park, D. C., 215
Parmalat, 227
Parsa, H.G., 45
Parsons, A., 14
Parsons, A. L., 231
Parsons, F. A., 67, 194
Pasadeos, Yorgo, 27
Pascal, Blaise, 132, 251
Patnaik, Sandeep, 4, 9, 10, 300
Patrick, Vanessa M., 51
Patti, Charles H., 15, 147
Paulus, Paul B., 285
Pears Soap, 83, 99, 154, 168, 247
Pechmann, Cornelia, 126, 157
Peck, Joann, 139
Peninsula Hotels, 205
Penrod, John P., 274, 275
Pentecost, Robin, 242
Pepsi, 158, 160
Pepto-Bismol, 188
Peracchio, Laura A., 209
Perch, K. L., 131
Percy, Larry, 4
Perdue, Frank, 64
Perdue Chicken, 223–4
Perloff, Richard M., 162, 164
Persil, 18
Peter, Anil C., 74
Petrova, Petia K., 134
Petty, Richard E., 4, 21, 66, 132, 167, 170, 171
Pfizer, 129, 160
Philadelphia Eagles, 152
Phillips, Diane M., 9, 145, 302
Phillips, Graham, 1
Phoenix Mutual, 175–6, 218
Pieper, W. J., 215
Pierce-Arrow, 244
Pieters, Rik, 22, 86, 225, 226, 227, 250, 262, 263, 264
Pizza Hut, 166
Plato, 121, 194
Platt, Michael L., 153, 235
Pliner, Patricia, 83
Poffenberger, Albert T., 112, 127, 175
Polaroid, 65
Poletes, G., 285
Pollay, Richard W., 29, 207, 210, 240
Polykoff, Shirley, 280
Pompeii, 113
Pope, Daniel, 6, 16, 63, 88, 202, 219
Pope, T., 55
Pornpitakpan, Chanthika, 234
Posavac, Steven S., 161
Postum, 181
Powell, Martha C., 117
Powers, John E., 14, 44, 87, 202, 218, 258
Pracejus, John W., 141
Prater, C. Elaine, 274
Pratkanis, Anthony R., 4, 96, 108, 217
Preiss, Raymond W., 146
Prelec, Drazen, 50
Premarin, 8
Premier Foods, 159–60
Presbrey, Frank, 6, 243
Preston M., 83
Pricken, Mario, 97
Pringles, 195
Procter & Gamble, 11, 29, 36, 118, 130, 155, 169, 195, 229
Progressive Auto Insurance, 42
Prudential Insurance, 90
Pruyn, A. Th. H., 109
Pryor, B., 121
Purchasing Management Association, 54
Purdon, Scot E., 304
Purex, 43
Purohit, Devarat, 114
Purvis, Scott C., 10, 29, 300
Pyrone, 28
Q
Quaker, 64, 68, 83, 119, 155, 234
Qantas, 87
Quinn, Jeffrey M., 124
R
R. J. Reynolds, 137
Raghubir, Priya, 56, 74
Rahman, J., 61
Ralston–Purina, 147
Ramaekers, M., 83
Ramsey, Bob, 44
Rao, Akshay, 54
Raphaelson, Joel, 8, 152, 227, 268, 270
Raskin, Jef, 176
Raskopf, Robert L., 215
Rauner, S., 178
Ray, Michael L., 168
Rayner, Keith, 226
Razzouk, Nabil Y., 158
RCA, 46, 225, 280
Read, Daniel, 61
ReadSmart, 257
Reardon, Richard, 137
Reb, Jochen, 139
Reddy, Srinivas, 156
Reebok, 70, 96, 117, 191
Reed, M., 178
Reese’s Pieces, 100
Reeves, Bryon, 276
Reeves, Rosser, 6, 17, 20–1, 30, 219, 278, 289
Reibstein, David J., 287
Reichert, Tom, 201, 235
Reicken, Henry, 104
Reid, Leonard N. 196, 283
Reinard, John C., 146
Reingen, Peter H., 69, 82
Reiser–Danner, Loretta A., 123
Remus, William, 297
Requena, Gabrielle, 242
Research Systems Corporation, 9, 22
Resnik, Alan, 240
Reutskaja, Elena, 38
Revlon, 30
Reynolds, J. Lynn, 146
Reynolds, Kelly L., 184
Reynolds, Rodney A., 146
Rheingold, 69
Ribena, 147
Richardson, B., 32, 298
Ricoh, 111, 204
Rimini, Marco, 16, 64, 78, 93, 96, 125, 132, 136, 198, 218, 231
Rind, B., 84
Rindfleisch, Aric, 99, 281
Riskey, Dwight R., 32, 298
Ritov, Ilana, 70, 93, 94
Robben, Henry S. J., 73
Roberts, G., 91
Roddy, Brian L., 163, 164
Rodman, Dennis, 152–2
Roese, Neal J., 162