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Mark Alpert

Mark Alpert
malpert101@aol.com
CBA 7.244 (512-471-5417)

Professor

Department
Marketing

Biography

ALPERT, MARK I. Foley's Professorship in Retailing, Department of Marketing. Professor Alpert joined The University of Texas faculty in 1968, having previously taught at California State University at Long Beach. He received his B.S. degree from the Massachusetts Institute of Technology in Industrial Management and Mathematics and his M.B.A., M.S., and D.B.A. degrees from the University of Southern California, specializing in Marketing, Applied Math, Management, and Economics. He was a Visiting Professor of Business at the University of Pittsburgh in 1978. Professor Alpert is the author of Pricing Decisions and co-author of Managerial Analysis in Marketing and has authored or co-authored articles in the Journal of Marketing, Journal of Marketing Research, Journal of Communication, Journal of Social Psychology, Journal of Urban Analysis, as well as proceedings of the Association for Consumer Research, American Marketing Association and American Institute for Decision Sciences. He has presented papers at several national conferences and chaired the Research Methodology Track (1976) and the Buyer Behavior Track (1987) of the American Marketing Association Editors' Conference. He is a member of the Editorial Board of the Journal of Retailing (where he has twice been selected as an outstanding reviewer), and he also serves as a reviewer for several conferences and professional journals. He is currently continuing research in the areas of communications, consumer buying attitudes, and emotional effects of music in advertising. His teaching interests involve marketing management, marketing research, and decision support for marketing managers. Selected Publications (since 1992): (with Judy Alpert and Elliot Maltz) Purchase Occasion Influence on The Role of Music in Advertising," Journal of Business Research (March 2005), pp. 369-376. (with Rajagopal Ragunathan), "Pscyhometrics of Hotel Service Quality: Comparative Factor Structures of Alternative Market Segments," International Business And Economics Research Journal, 2, (2003, No. 9), pp. 33-40. (with Pat Brockett, Linda Golden, Richard Derrig, and Arnold Levine, “Fraud Classification Using Principal Component Analysis of RIDITs," The Journal of Risk and Insurance, 69 (2002, No. 3), pp. 341-371. Received the ARIA Research Prize for 2003, awarded to the authors "of a paper published by the American Risk and Insurance Association that provides the most valuable contribution to casualty actuarial science." "Viewer Preference Segmentation and Viewing Choice Models for Network Television," (with Roland Rust and Wagner Kamakura), Journal of Advertising, (1992).

Publications

Mark I. Alpert. Reflections on the (Wonderful) Work of Morris Holbrook, in Legends in Marketing--Morris B. Holbrook, Vol. 1: Traditional Decision-Oriented Approaches--Attitude, Information-Processing, and..Affect Models, Joel Huber, ed. Sage Publications, forthcoming.
Mark I. Alpert, Judy I. Alpert, and Elliot N. Maltz. 2005. Purchase Occasion Influence on the Role of Music in Advertising. Journal of Business Research 58, 369-376.
Mark I. Alpert and Rajagopal Raghunathan. 2003. Psychometrics of Hotel Service Quality: Comparative Factor Structures of Alternative Market Segments. International Business and Economics Research Journal 2(9), 33-40.
Patrick L. Brockett, Richard A. Derrig, Linda L. Golden, Arnold Levine, and Mark I. Alpert. 2002. Fraud Classification Using Principal Component Analysis of RIDITs. The Journal of Risk and Insurance 69, 341-371.
Linda L. Golden and Mark I. Alpert. 1993. A Neural Network Investigation of the Relationship Between Likelihood of Purchasing and Country-Product Image, in Proceedings of the Fourth Symposium on Cross-Cultural Consumer and Business Studies, 237-240.
Roland T. Rust, Wagner Kamakura, and Mark I. Alpert. 1992. Viewer Preference Segmentation and Viewing Choice Models for Network Television. Journal of Advertising 21, 1-18.
Judy I. Alpert and Mark I. Alpert. 1991. Contributions from a Musical Perspective on Advertising and Consumer Behavior. Advances in Consumer Research, 232-238.
Mark I. Alpert, Judy I. Alpert, and Gerald Albaum. 1991. Cross-Cultural Responses to Music in Advertising, in Proceedings of the Fifth World Marketing Congress, 90-95.
Mark I. Alpert, Judy I. Alpert, and Gerald Albaum. 1990. Crosscultural Patterns in Musical Imagery: Advertising Implications, in Proceedings of the Third Symposium on Cross-Cultural Consumer and Business Studies, 383-393.
Judy I. Alpert and Mark I. Alpert. 1990. Music Influences on Mood and Purchase Intentions. Psychology and Marketing 7, 109-134.
Judy I. Alpert and Mark I. Alpert. 1989. Background Music as an Influence in Consumer Mood and Advertising Responses. Advances in Consumer Research, 485-491.
Linda L. Golden, Mark I. Alpert, and John F. Betak. 1989. Psychological Meaning: Empirical Directions for Identification and Strategy Development. Psychology and Marketing 6, 33-50.
Linda L. Golden and Mark I. Alpert. 1987. Comparative Analysis of the Relative Effectiveness of One- and Two-Sided Communication for Contrasting Products. Journal of Advertising 16, 18-25, 68.
Mark I. Alpert, Judy I. Alpert, and Gerald Albaum. 1987. Response Set Bias and Cross-Cultural Measures of Attribute Importance, in Proceedings of the Second Symposium on Cross-Cultural Consumer and Business Studies, 121-124.
Rajendra K. Srivastava, Mark I. Alpert, and Allan D. Shocker. 1984. A Customer-Oriented Approach for Determining Market Structures. Journal of Marketing 48, 32-45.
Roland T. Rust and Mark I. Alpert. 1984. An Audience Flow Model of Television Viewing Behavior. Marketing Science 3, 113-124.
Mark I. Alpert, John McGrath, and Judy I. Alpert. 1984. Magic Prices: An Extension, in Proceedings of American Institute for Decision Sciences Western Region, 111-113.
Roland T. Rust and Mark I. Alpert. 1984. On Establishing a Dialogue on Television Viewing Research. Marketing Science 3, 126-127.
Wayne D. Hoyer and Mark I. Alpert. 1983. Additional Theory and Data Contrasting Measures of Attribute Importance, in Proceedings of the American Marketing Association, 78-82.
Mark I. Alpert, Linda L. Golden, and Wayne D. Hoyer. 1983. The Impact of Repetition on Advertisement Miscomprehension and Effectiveness, in Advances in Consumer Research, 130-135.
Rajendra K. Srivastava and Mark I. Alpert. 1982. Customer-Oriented Approaches to Identifying Product-Markets: The Validity of Substitutability Measures, in Analytic Approaches to Product and Marketing Planning, Rajendra K. Srivastava, and Allan D. Shocker, eds. Cambridge, MA, 26-57.
Mark I. Alpert and Linda L. Golden. 1982. The Impact of Education on the Relative Effectiveness of One-Sided and Two-Sided Communications, in Proceedings of the American Marketing Association, 30-33.
Linda L. Golden, Mark I. Alpert, and John F. Betak. 1980. A Programmatic Research Approach to Transit Marketing. Traffic Quarterly 34, 627-647.
Elizabeth Hirschman, Mark I. Alpert, and Rajendra K. Srivastava. 1980. Consumer Credit Card Usage and Retail Purchasing. Journal of Retail Banking 2.
Gerald Zaltman, Mark I. Alpert, and Michael Heffring. 1980. Issues in the Measurement and Use of Chronological and Non-Chronological Age, in Association for Consumer Research,
Mark I. Alpert. 1980. Unresolved Issues in Identification of Determinant Attributes, in Advances in Consumer Research, 83-88.
Elizabeth Hirschman, Mark I. Alpert, and Rajendra K. Srivastava. 1979. An Empirical Examination of Alternative Models for Predicting Consumer Utilization of Two Credit Card Systems. Advances in Consumer Research 6, 592-598.
Linda L. Golden, John F. Betak, and Mark I. Alpert. 1979. Attracting Potential Switchers to Mass Transit: Mode Choice as a Multi-Attribute Decision Model. Advances in Consumer Research, 519-525.
Elizabeth C. Hirschman, Mark I. Alpert, and Rajendra K. Srivastava. 1979. Credit Card Utilization Within a Retail Environment, in Southwestern Marketing Association Proceedings,
John F. Betak, James Storey, Mark I. Alpert, and Linda L. Golden. 1979. Mode Choice as a Multiple Criteria Decision Task. Journal of Urban Analysis 6, 59-88.
Mark I. Alpert, Grady D. Bruce, and Neil K. Allison. 1979. Response Set Variations in Measuring Determinant Attributes, in Analytic Approaches to Product and Marketing Planning, Alan D. Shocker, ed. Cambridge, MA: Marketing Science Institute, 273-289.
Mark I. Alpert. 1979. Sex Roles, Sex, and Stereotyping in Advertising: More Questions than Answers, in Advances in Consumer Research, 73-77.
Mark I. Alpert. 1978. Pricing in an Era of Rapid Change, in Review of Marketing, Gerald Zaltman and Bonoma, eds. American Marketing Association, 230-250.
Mark I. Alpert and Linda L. Golden. 1978. The Marketing of Mass Transportation to Diverse Groups Within a Community. Journal of Urban Analysis 5, 285-302.
Mark I. Alpert and Linda L. Golden. 1978. The Relative Effectiveness of One-Sided and Two-Sided Communication for Mass Transit Advertising. Advances in Consumer Research, 12-18.
Mark I. Alpert and Linda L. Golden. 1978. Transportation Attitudes Over Time: A Longitudinal Approach. Advances in Consumer Research, 194-200.
W. Thomas Anderson, Jr., Mark I. Alpert, and Linda L. Golden. 1977. A Comparative Analysis of Student-Teacher Interpersonal Similarity/Dissimilarity and Teaching Effectiveness. Journal of Educational Research 71, 36-44.
Mark I. Alpert and Linda L. Golden. 1977. Market Segmentation for Public Transportation: An Empirical Approach, in Proceedings of the Southwestern Marketing Association, 41.
W. Thomas Anderson, Jr., Mark I. Alpert, and Linda L. Golden. 1977. Marketing Education: Teaching Effectiveness and Interpersonal Distance, in Southwestern Marketing Association Proceedings, 32.
W. Thomas Anderson, Jr., Mark I. Alpert, and Linda L. Golden. 1977. Relational Analysis of Teaching Effectiveness. Catalogue of Selected Documents in Psychology 7, 81-82.
James H. Myers and Mark I. Alpert. 1977. Semantic Confusion in Attitude Research: Salience vs. Importance vs. Determinance. Advances in Consumer Research, 106-110.
Dale D. Achabal and Mark I. Alpert. 1976. A Macro-Marketing Approach for Planning and Evaluation of Emergency Medical Services Delivery Systems, in Proceedings of the American Marketing Association, 125-129.
Mark I. Alpert and Shane C. Davies. 1976. Amtrak in Texas: An Appraisal. Southeastern Geographer.
Mark I. Alpert and Robert A. Peterson. 1976. Automobile Purchasing Behavior During the Energy Crisis, in Proceedings of the American Institute for Decision Science Institute, 120.
Leon E. Knight, Jr., Mark I. Alpert, and Robert E. Witt. 1976. Variation in Group Conformity Influence. Journal of Social Psychology 98, 137-138.
W. Thomas Anderson, Jr. and Mark I. Alpert. 1975. Subject-Anticipated vs. Experimentally-Determined Measures of Communication Effectiveness: Advertising Implications. Journal of the Academy of Marketing Science 3, 119-128.
Mark I. Alpert, Robert A. Peterson, and Warren S. Martin. 1975. Testing the Significance of Canonical Correlations, in Proceedings of the American Marketing Association, 117-119.
Mark I. Alpert and C. Shane Davies. 1974. A Decision Sciences Approach to the Marketing of Public Transportation, in Proceedings of the American Institute for Decision Sciences, 162-165.
Mark I. Alpert and Jon F. Bibb. 1974. Fitting Branch Locations, Performance Standards, and Marketing Strategies: A Clarification. Journal of Marketing 38, 72-74.
W. Thomas Anderson, Jr. and Mark I. Alpert. 1974. Optimal Heterophily: Aid to Effective Communication. Public Personnel Management 3, 279-288.
Mark I. Alpert. 1973. Market Segmentation: A Determinant Attribute Approach, in Proceedings of the American Institute for Decision Sciences, 290.
Mark I. Alpert and W. Thomas Anderson, Jr. 1973. Optimal Heterophily and Communication Effectiveness: Some Research Findings. Journal of Communication 23, 328-343.
Mark I. Alpert and Robert E. Witt. 1973. Psychological Market Segmentation: An Empirically Derived Typological Approach. Psychological Reports 33, 431-436.
Robert A. Peterson and Mark I. Alpert. 1972. Consumer Choice Patterns and Psychographics: A Test of Predictability, in Proceedings of the Decision Science Institute, 174-180.
Mark I. Alpert and Robert A. Peterson. 1972. On the Interpretation of Canonical Analysis. Journal of Marketing Research 9, 187-192.
Mark I. Alpert. 1972. Personality and the Determinants of Product Choice. Journal of Marketing Research 9, 89-92.
Mark I. Alpert and W. Thomas Anderson, Jr. 1972. Source-Receiver Differences and Communication Effectiveness: Method and Application, in Proceedings of the American Marketing Association, 332-337.
Mark I. Alpert. 1971. A Canonical Analysis of Personality and the Determinants of Automobile Choice, in Proceedings of the American Marketing Association, 312-316.
Mark I. Alpert. 1971. An Integrated Approach to Pricing Decisions, in Perspectives in Marketing Management, Frederick D. Sturdivant, ed. Glenview, IL: Scott, Foresdale, and Company, 245-256.
Mark I. Alpert. 1971. Identification of Determinant Attributes - A Comparison of Methods. Journal of Marketing Research 8, 184-191.
Frederick D. Sturdivant, Louis W. Stern, John R. Grabner, Thomas S. Robertson, James H. Myers, Jerome B. Kernan, Sidney J. Levy, Mark I. Alpert, Louis P. Bucklin, and Stanley F. Stasch. 1971. Perspectives in Marketing Management. Glenview, IL: Scott, Foresman and Company.
Mark I. Alpert. 1971. Pricing Decisions. Glenview, IL: Scott, Foresdale and Company.
Frederick D. Sturdivant, Louis W. Stern, John R. Grabner, Thomas S. Robertson, James H. Myers, Jerome B. Kernan, Sidney J. Levy, Mark I. Alpert, Louis P. Bucklin, and Stanley F. Stasch. 1970. Managerial Analysis in Marketing. Glenview, IL: Scott, Foresman and Company.
James H. Myers and Mark I. Alpert. 1968. Determinant Buying Attitudes. Journal of Marketing 32, 13-20.

Professional Awards

Journal of Retailing Outstanding Reviewer Award, 2003; 2009; 2011
American Risk and Insurance Association Research Prize, 2003
Alpha Kappa Psi Award-Winning Article for Outstanding Contribution to Marketing Practice, J. of Marketing, 1985