William L. Wilkie

17 catalog papers. Identity-linked publications and additional name matches are distinguished below.

ORCID: 0000-0002-8857-5567

Publications

• All in the Family? Parental Roles in the Epidemic of Childhood Obesity — Journal of Consumer Research 2017
• Expanding our understanding of marketing in society — Journal of the Academy of Marketing Science 2012
• Book Review: On Books and Scholarship: Reflections of a Marketing Academic — Journal of Marketing 2002
• Passing the Torch: Intergenerational Influences as a Source of Brand Equity — Journal of Marketing 2002
• Does “Bait and Switch” Really Benefit Consumers? Advancing the Discussion … — Marketing Science 1998
• Does “Bait and Switch” Really Benefit Consumers? — Marketing Science 1998
• Buyer Uncertainty and Information Search — Journal of Consumer Research 1989
• Marketing's “Scarlet Letter”: The Theory and Practice of Corrective Advertising — Journal of Marketing 1984
• Consumer Acquisition Priorities for Home Appliances: A Replication and Re-evaluation — Journal of Consumer Research 1983
• Life Cycle Cost: A New Form of Consumer Information — Journal of Consumer Research 1980
• Public Policy and Consumer Information: Impact of the New Energy Labels — Journal of Consumer Research 1979
• Comparison Advertising: Problems and Potential — Journal of Marketing 1975
• Analysis of Effects of Information Load — Journal of Marketing Research 1974
• The Role of Marketing Research in Public Policy Decision Making — Journal of Marketing 1974
• Issues in Marketing's use of Multi-Attribute Attitude Models — Journal of Marketing Research 1973
• A Comparative Analysis of Attitudinal Predictions of Brand Preference — Journal of Marketing Research 1973
• Fear: The Potential of an Appeal Neglected by Marketing — Journal of Marketing 1970