William L. Wilkie

Chaṛer

Explorations of marketing in society

Marketing and advertising regulation

An overview of market segmentation

How consumers use product information

Family decision-making for household durable goods

Extension and tests of alternative approaches to market segmentation

Research on counter and corrective advertising

Consumer behavior

The halo effect and related issues in multi-attribute attitude models

Advances in Consumer Research

Effects of the number and type of attributes included in an attitude model: more is not better

Issues in marketing's use of multi-attribute attitude models

Comparison advertising

Market segmentation research

Consumer research inputs to public policy and legal decisions

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Works