Book Review: The Textbook Effect: Conventional Wisdom,Myth,and Error in Marketing

Armstrong J. Scott and Schultz Randall (1993), “Principles Involving Marketing Policies: An Empirical Assessment,” Marketing Letters, 4 (3), 253–65.

Boster Franklin J. and Mongeau Paul (1984), “Fear-Arousing Persuasive Messages,” in Communications Yearbook 8, Bostrom Robert N. , ed. Beverly Hills, CA: Sage Publications, 330–75.

Duke J.D. (1967), “Critique of the Janis and Feshbach Study,” Journal of Social Psychology, 72 (July), 71–80.

Ferrell O.C. (1998), “The History of Marketing Principles Textbooks,” paper distributed and presented at Academy of Marketing Science annual conference, Norfolk, VA (May 28–30).

Goldberg Steven (1996), “The Erosion of the Social Sciences,” in Dumbing Down: Essays in the Strip Mining of American Culture, Washburn Katherine and Thornton John F. , eds. New York: W . W . Norton & Company, 97–114.

Gould Stephen Jay (1985), The Flamingo's Smile: Reflections in Natural History. New York: W.W. Norton & Company.

Gould Stephen Jay (1996), The Mismeasure of Man. New York: W.W. Norton & Company.

Higbee K.L. (1969), “Fifteen Years of Fear Arousal: Research on Threat Appeals: 1953–1968,” Psychological Bulletin, 72 (6), 426–44.

Janis Irving L. (1968), “When Fear Is Healthy,” Psychology Today, 1 (April), 46–48, 60, 61.

Janis Irving L. and Feshbach S. (1953), “Effects of Fear-Arousing Communications,” Journal of Abnormal and Social Psychology, 48 (January), 78–92.

Janis Irving L. and Feshbach S. (1954), “Personality Differences Associated with Responsiveness to Fear-Arousing Communications,” Journal of Personality, 23 (December), 154–66.

Keller Punam Anand and Block Lauren Goldberg (1996), “Increasing the Persuasiveness of Fear Appeals: The Effect of Arousal and Elaboration,” Journal of Consumer Research, 22 (March), 448–59.

Leventhal Howard (1967), “Fear—For Your Health,” Psychology Today, 1 (September), 54–58.

Ray Michael L. and Wilkie William L. (1970), “Fear: The Potential of an Appeal Neglected by Marketing,” Journal of Marketing, 32 (January), 54–62.

Rotfeld Herbert J. (1988), “Fear Appeals and Persuasion: Assumptions and Errors in Advertising Research,” Current Issues and Research in Advertising, 11 (1), 21–40.

Rotfeld Herbert J. (1999), “The ICOM Offense,” Marketing Educator, 18 (Winter), 6.

Solomon Michael R. (1999), Consumer Behavior: Buying, Having, Being, 4th ed. Englewood Cliffs, NJ: Prentice Hall.

Spence H. and Moinpour R. (1972), “Fear Appeals in Marketing: A Social Perspective,” Journal of Marketing, 36 (July), 39–43.

Sternthal Brian and Craig C. Samuel (1974), “Fear Appeals Revisited and Revised,” Journal of Consumer Research, 1 (November), 22–34.

Stigler George J. (1985), Memoirs of an Unregulated Economist. New York: Basic Books.

Strong James T. and Dubas Khalid M. (1993), “The Optimal Level of Fear Arousal in Advertising: An Empirical Study,” Journal of Current Issues of Research in Advertising, 15 (Fall), 93–99.

Sutton Stephen R. (1982), “Fear-Arousing Communications: A Critical Examination of Theory and Research,” in Social Psychology and Behavioral Medicine, Eiser J. Richard , ed. New York: John Wiley & Sons, 303–37.

Sutton Stephen R. (1992), “Shock Tactics and the Myth of the Inverted U,” British Journal of Addiction, 87 (April), 517–19.

Wheatley John J. (1971), “Marketing and the Use of Fear or Anxiety Arousing Appeals,” Journal of Marketing, 35 (April), 62–64.