The papers in this volume were presented at the second annual Conference on Advertising and Consumer Psychology which was held at Leo Burnett U.S.A. in Chicago on May, 1983, and was sponsored by Leo Burnett U.S.A., the Marketing Science Institute, and the Division of Consumer Psychology of the American Psychological Association.
We sincerely appreciate the efforts of the authors in cooperating with us by participating in the conference and thoughtfully preparing the manuscripts for this volume. We would also like to thank C. W. Park who presented a paper at the conference which is not included in this volume and John Maloney who provided very insightful integrating comments in reaction to the papers presented at the conference. Those comments were inspiring to all participants and were an impetus to advertising professionals to incorporate the ideas presented in the papers in this volume into their practices. We are also indebted to Calvin Gage, Director of Research of Leo Burnett U.S.A. for his support of the conference, to Alden Clayton and Diane Schmalensee of the Marketing Science Institute, who facilitated the participation of academics and advertisers,, and to Arch Woodside of the Division of Consumer Psychology of the American Psychological Association, who lent us the benefit of his experience in organizing the first conference on Advertising and Consumer Psychology. We also gratefully acknowledge the assistance of Dian Johnson in preparing the manuscript for this volume.