Directory | Profiles

Faculty/Staff Directory

Biography

PETERSON, ROBERT A. Associate Dean for Research, John T. Stuart III Centennial Chair in Business Administration, and Charles Hurwitz Fellow, IC2 Institute. Dr. Peterson's doctorate is from the University of Minnesota. For the past few years, his research and teaching interests have been concentrated in the areas of marketing strategy, research methodology, and the quality of self-report data. Professor Peterson has authored nearly 150 books and articles. His articles have appeared in more than three dozen journals, including Management Science, Journal of Marketing, Journal of Marketing Research, Public Opinion Quarterly, Journal of Applied Psychology, Journal of International Business Studies, Journal of Consumer Research, and Marketing Science. Professor Peterson is a former chairman of the department, a past president of the Southwestern Marketing Association and a former vice president of the American Marketing Association. Presently, he is immediate Past-President of the Academy of Marketing Science. He has served as the editor of the Journal of Marketing Research and the Journal of the Academy of Marketing Science. The recipient of numerous awards and honors, he is listed in Who's Who in America. He currently serves on eight editorial review boards. Selected Publications (1995-1998): Strategic Marketing: Cases and Comments (10th ed.), Boston, MA: Allyn and Bacon, 2004 (with R. A. Kerin). Constructing Effective Questionnaires, Thousand Oaks, CA: Sage Publications, 2000. "Exploring the Implications of the Internet for Consumer Marketing," Journal of the Academy of Marketing Science, 25 (Fall 1997), pp. 329-346 (with S. Balasubramanian and Bart Bronnenberg). “Consumer Search Behavior and the Internet,” Psychology &Marketing, 20 (February 2003), pp. 99-121 (with M. Merino). “Reflections on the Use of Instructional Technologies in Marketing Education,” Marketing Education Review 12 (Fall 2002), 7-17 (with G. Albaum, J. L. Munuera, and W. H. Cunningham). “Exploring the Implications of M-Commerce for Markets and Marketing,” Journal of the Academy of Marketing Science 30 (Fall 2002), pp. 344-357 (with S. Balasubramanian and S. L. Jarvenpaa). “On the Use of College Students in Social Science Research: Insights from a Second-order Meta-Analysis,” Journal of Consumer Research 28 (December 2001), pp. 450-461.

Publications

Robert A. Peterson, Pablo Rhi-Perez, and Gerald Albaum. 2014. A Cross-National Comparison of Extreme Response Style Measures. International Journal of Market Research 56(1), 89-110.
Robert A. Peterson and Dwight R. Merunka. 2014. Convenience Samples of College Students and Research Reproducibility. Journal of Business Research 67(5), 1035-1041.
Robert A. Peterson and Yeolib Kim. 2013. On the Relationship Between Coefficient Alpha and Composite Reliability. Journal of Applied Psychology 98(1), 194-198.
Deanne Brocato, Robert A. Peterson, and Victoria Crittenden. 2012. When Things Go Wrong: Account Strategy Following a Corporate Crisis Event. Corporate Reputation Review 15(1), 36-51.
Gerald Albaum and Robert A. Peterson. 2011. Multilevel (network) marketing: An objective view. Marketing Review 11(4), 347-361.
James Lemieux and Robert A. Peterson. 2011. Purchase deadline as a moderator of the effects of price uncertainty on search duration. Journal of Economic Psychology 32(1), 33-44.
Robert A. Peterson, Gerald Albaum, Dwight Merunka, Jose Munuera, and Scott Smith. 2010. Effects of Nationality, Gender and Religiosity on Business-Related Ethicality. Journal of Business Ethics 96(4), 573-587.
Robert A. Peterson and Jaeseok Jeong. 2010. Exploring the impact of advertising and R&D expenditures on corporate brand value and firm-level financial performance. Journal of the Academy of Marketing Science 38(6), 677-690.
Victoria Crittenden, Robert A. Peterson, and Gerald Albaum. 2010. Technology and Business-To-Consumer Selling: Contemplating Research and Practice. Journal of Personal Selling & Sales Management 30(2), 103-109.
Victoria Crittenden, Richard Hanna, and Robert A. Peterson. 2009. Business students' attitudes toward unethical behavior: A multi-country comparison. Marketing Letters 20(1), 1-14.
Victoria L. Crittenden, Richard C. Hanna, and Robert A. Peterson. 2009. The cheating culture: A global societal phenomenon. Business Horizons 52, 337-346.
Ricardo Villarreal and Robert A. Peterson. 2009. The Concept and Marketing Implications of Hispanicness. Journal of Marketing Theory & Practice 17-4, 303-316.
Ricardo Villarreal and Robert A. Peterson. 2008. Hispanic Ethnicity and Media Behavior. Journal of Advertising Research 48(2), 179-190.
Wynne W. Chin, Robert A. Peterson, and Steven P. Brown. 2008. Structural Equation Modeling in Marketing: Some Practical Reminders. Journal of Marketing Theory & Practice 16, 287-298.
Robert A. Peterson and Albaum, Gerald. 2007. On the Ethicality of Internal Consumption in Multilevel Marketing. Journal of Personal Selling and Sales Management 27, 317-323.
Albaum, Gerald and Robert A. Peterson. 2006. Ethical Attitudes of Future Business Leaders: Do They Vary by Gender and Religiosity? Business & Society 45, 300-321.
Robert A. Peterson. 2005. Benchmarking Student Attitudes Regarding Ethical Issues, in Business Ethics: New Challenges for Business Schools and Corporate Leaders, R.A. Peterson and O.C. Ferrell, eds. New York: M.E. Sharpe, 115-137.
Robert A. Peterson. 2005. Business Ethics: New Challenges for Business Schools and Corporate Leaders, in , R.A. Peterson and O.C. Ferrell, eds. New York: M.E. Sharpe, 241-246.
Robert A. Peterson and D. Merunka. 2005. Linguistic Structure and Cognition: Implications for Consumer Research, in Review of Marketing Research, N. Malhotra, ed. New York: M.E. Sharpe.
Robert A. Peterson and S. P. Brown. 2005. On the Use of Beta Coefficients in Meta-analysis. Journal of Applied Psychology 90.
Robert A. Peterson. 2005. Reflections, in Business Ethics: New Challenges for Business Schools and Corporate Leaders, R.A. Peterson and O.C. Ferrell, eds. New York: M.E. Sharpe.
Robert A. Peterson. 2005. Response Construction in Consumer Behavior Research. Journal of Business Research 58, 348-353.
Robert A. Peterson. 2005. Ruminations on Theory and Research Scholarship in Marketing. Journal of Public Policy and Marketing 24, 127-130.
Levy, Michael, Grewal, Dhruv, Robert A. Peterson, and Connolly, Bob. 2005. The Concept of the "Big Middle". Journal of Retailing 81, 83-88.
Robert A. Peterson and Maria Merino. 2003. Consumer Search Behavior and the Internet. Psychology and Marketing 20, 99-121.
Robert A. Peterson. 2003. Oz: Argumentation Absurdum? Marketing Research 15, 47-48.
Bharath Rajagopalan, Robert A. Peterson, and Stephen B. Watson. 2003. The Rise of Free Agency: Is it Inevitable? Organizational Dynamics 32, 93-105.
Sridhar Balasubramanian, Robert A. Peterson, and Sirkka L. Jarvenpaa. 2002. Exploring the Implications of M-Commerce for Markets and Marketing. Journal of the Academy of Marketing Science 30, 344-357.
Robert A. Peterson. 2002. Marketing is..a Body of Knowledge, in Essays by Distinguished Marketing Scholars of the Society for Marketing Advances, A. G. Woodside and E.M. Moore, eds. Boston, MA: JAI Press, 139-169.
Robert A. Peterson, Gerald Albaum, Jose L. Munuera, and William H. Cunningham. 2002. Reflections on the Use of Instructional Technologies in Marketing Education. Marketing Education Review 12, 7-17.
Robert A. Peterson and Sridhar Balasubramanian. 2002. Retailing in the 21st Century: Reflections and Prologue to Research. Journal of Retailing 78, 9-16.
Robert A. Peterson. 2001. On the Use of College Students in Social Science Research: Insights from a Second-Order Meta-Analysis. Journal of Consumer Research 28, 450-461.
Roger A. Kerin and Robert A. Peterson. 2001. Strategic Marketing: Cases and Comments (Ninth Edition). Upper Saddle River, NJ: Prentice Hall.
Robert A. Peterson. 2000. A Meta-Analysis of Variance Accounted for and Factor Loadings in Exploratory Factor Analysis. Marketing Letters 11, 261-275.
Robert A. Peterson. 2000. Constructing Effective Questionnaires. Thousand Oaks, CA: Sage Publications.
Robert A. Peterson, Karen H. Smith, and Philip C. Zerrillo. 1999. Trademark Dilution and the Practice of Marketing. Journal of the Academy of Marketing Science 27, 255-268.
Robert A. Peterson. 1997. A Quantitative Analysis of Rating Scale Response Variability. Marketing Letters 8, 9-21.
Robert A. Peterson, ed. 1997. Electronic Marketing and The Consumer. Thousand Oaks, CA: Sage Publications.
Robert A. Peterson. 1997. Electronic Marketing: Visions, Definitions, and Implications, in Electronic Marketing and the Consumer, Robert A. Peterson, ed. Thousand Oaks, CA: Sage Publications, 1-16.
Robert A. Peterson, Sridhar Balasubramanian, and Bart J. Bronnenberg. 1997. Exploring the Implications of the Internet for Consumer Marketing. Journal of the Academy of Marketing Science 25, 329-346.
Robert A. Peterson. 1996. Reflections on the Peer Review Process. Interfaces 26, 49-53.
U.N. Umesh, Robert A. Peterson, Michelle McCann, and Rajiu Vaidyanathan. 1996. Type IV Error in Marketing Research: The Investigation of ANOVA Interactions. Journal of the Academy of Marketing Science 24, 17-26.
Robert A. Peterson and Thomas Wotruba. 1996. What is Direct selling? Definition, Perspectives, and Research Agenda. Journal of Personal Selling and Sales Management 16, 1-16.
Robert A. Peterson and Alain J. P. Jolibert. 1995. A Meta-Analysis of Country-of-Origin Effects. Journal of International Business Studies 26, 883-900.
Robert A. Peterson, Michael P. Cannito, and Steven P. Brown. 1995. An Exploratory Investigation of Voice Characteristics and Selling Effectiveness. Journal of Personal Selling and Sales Management 15, 1-15.
Robert A. Peterson. 1994. A Meta-Analysis of Cronbach's Coefficient Alpha. Journal of Consumer Research 21, 381-391.
David C. Schmittlein and Robert A. Peterson. 1994. Customer Base Analysis: An Industrial Purchase Process Application. Marketing Science 13, 41-67.
Steven P. Brown and Robert A. Peterson. 1994. The Effect of Effort on Sales Performance and Job Satisfaction. Journal of Marketing 58, 70-80.
Steven P. Brown and Robert A. Peterson. 1993. Antecedents and Consequences of Salesperson Job Satisfaction: Meta-Analysis and Assessment of Causal Effects. Journal of Marketing Research 30, 63-77.
Robert A. Peterson. 1992. A Context for Retailing Predictions, in The Future of U.S. Retailing, Robert A. Peterson, ed. New York, NY: Quorum Books, 1-26.
Richard Bartlett and Robert A. Peterson. 1992. A Retailing Agenda for the Year 2000, in The Future of U.S. Retailing, Robert A. Peterson, ed. New York, NY: Quorum Books, 243-292.
Robert A. Peterson, William R. Wilson, and Steven P. Brown. 1992. Effects of Advertised Customer Satisfaction Claims on Consumer Attitudes and Purchase Intentions. Journal of Advertising Research 32, 34-40.
Roger A. Kerin, P. Rajan Varadarajan, and Robert A. Peterson. 1992. First-Mover Advantage: A Synthesis, Conceptual Framework, and Research Propositions. Journal of Marketing 56, 33-52.
Robert A. Peterson and William R. Wilson. 1992. Measuring Customer Satisfaction: Fact and Artifact. Journal of the Academy of Marketing Science 20, 61-71.
Pamela W. Henderson and Robert A. Peterson. 1992. Mental Accounting and Categorization. Organizational Behavior and Human Decision Processes 51, 92-117.
U.N. Umesh and Robert A. Peterson. 1991. A Critical Evaluation of the Randomized Response Method: Applications, Validation, and Research Agenda. Sociological Methods and Research 20, 104-138.
Robert A. Peterson, Richard F. Beltramini, and George Kozmetsky. 1991. Concerns of College Students Regarding Business Ethics: A Replication. Journal of Business Ethics 10, 733-738.
Robert A. Peterson, Gerald Albaum, and George Kozmetsky. 1991. The Public's Attitude Toward Capitalism: 1980-1989. Business Horizons 34, 59-63.
William R. Wilson and Robert A. Peterson. 1990. A Comparative Investigation of Thematic Information Processing, in Proceedings of the American Marketing Association, 106-111.
Robert A. Peterson, Gerald Albaum, and George Kozmetsky. 1990. Modern American Capitalism: Understanding Public Attitudes and Perceptions. Westport, CT: Quorum Books.
Robert A. Peterson, Gerald Albaum, and Roger A. Kerin. 1989. A Note on Alternative Contact Strategies in Mail Surveys. Journal of the Market Research Society 31, 409-418.
Robert A. Peterson, Gerald Albaum, and George Kozmetsky. 1989. Capitalism and Business: Public Perceptions. Business Horizons 32, 63-66.
Robert A. Peterson, Gerald Albaum, and Nancy Ridgway. 1989. Consumers Who Buy from Direct Sales Companies. Journal of Retailing 65, 273-286.
U. N. Umesh, Robert A. Peterson, and Matthew Sauber. 1989. Interjudge Agreement and the Maximum Value of Kappa. Educational and Psychological Measurment 49, 835-850.
William R. Wilson and Robert A. Peterson. 1989. Some Limits on the Potency of Word-of-Mouth Information, in Advances in Consumer Research, 23-29.
Mohammad Sabertehni and Robert A. Peterson. 1988. Factors Influencing Rating Scale Responses: A Procedure for Partitioning Redundacy, in Marketing Research (Second Edition), Robert A. Peterson, ed. Dallas, TX: BPI, 335-338.
Robert A. Peterson, Dana L. Alden, Mustafa O. Attir, and Alain J.P. Jolibert. 1988. Husband-Wife Report Disagreement: A Cross National Investigation. International Journal of Research in Marketing 5, 125-136.
Robert A. Peterson. 1988. Marketing Research (Second Edition). Dallas, TX: BPI.
Robert A. Peterson and Nancy Ridgway. 1986. A Note on the Perception of Threatening Questions, in Proceedings of the American Statistical Association, 433-437.
Robert A. Peterson, Gerald Albaum, and George Kozmetsky. 1986. On the Public's Perception of Capitalism. Business Horizons 29, 10-14.
Robert A. Peterson, Wayne D. Hoyer, and William R. Wilson. 1986. Reflections on the Role of Affect in Consumer Behavior, in The Role of Affect in Consumer Behavior, Robert A. Peterson, Wayne D. Hoyer, and William R. Wilson, eds. Lexington, MA: Lexington Books, 141-159.
Robert A. Peterson, Gerald Albaum, and George Kozmetsky. 1986. The Public's Definition of Small Business. Journal of Small Business 24, 63-68.
Robert A. Peterson, Wayne D. Hoyer, and William R. Wilson, eds. 1986. The Role of Affect in Consumer Behavior. Lexington, MA: Lexington Books.
Robert A. Peterson, Gerald Albaum, and Richard F. Beltramini. 1985. A Meta-Analysis of Effect Sizes in Consumer Behavior Experiments. Journal of Consumer Research 12, 97-103.
Vijay Mahajan and Robert A. Peterson. 1985. Models for Innovation Diffusion. Beverly Hills, CA: Sage Publications.
Robert A. Peterson and William R. Wilson. 1985. Perceived Risk and Price-Reliance Schema as Price-Perceived Quality Mediators, in Perceived Quality: How Consumers View Stores and Merchandise, J. Jacoby and J. Olson, eds. Boston, MA: Lexington Books, 247-267.
Richard F. Betramini, Robert A. Peterson, and George Kozmetsky. 1985. Public Opinion Regarding Economic Education in the Classroom. Journal of Education for Business 61, 34-37.
Robert A. Peterson. 1984. Asking the Age Question: A Research Note. Public Opinion Quarterly 48, 379-383.
Robert A. Peterson, Gerald Albaum, George Kozmetsky, and Isabella C.M. Cunningham. 1984. Attitudes of Newspaper Business Editors and General Public Toward Capitalism. Journalism Quarterly 61, 56-65.
Richard F. Beltramini, Robert A. Peterson, and George Kozmetsky. 1984. Concerns of College Students Regarding Business Ethics. Journal of Business Ethics 3, 195-200.
Gerald Albaum and Robert A. Peterson. 1984. Empirical Research in International Marketing: 1976-1982. Journal of International Business Studies 15, 161-173.
Mohammad Sabertehni and Robert A. Peterson. 1984. Factors Influencing Rating Scale Responses: A Procedure for Partitioning Redundancy, in Marketing Research (First Edition), Robert A. Peterson, ed. Dallas, TX: BPI, 335-338.
Robert A. Peterson, Nancy Ridgway, and George Kozmetsky. 1984. Opinions about Government Regulation of Small Businesses. Journal of Small Business Management 22, 56-62.
Robert A. Peterson. 1984. Small Business Management Assistance: Needs and Sources. American Journal of Small Business 9, 35-45.
Robert A. Peterson and Gerald Albaum. 1984. Sources of Capital for Very Small Businesses, in Corporate Creativity, Raymond Smilor and Robert Kuhn, eds. New York, NY: Praeger Press, 23-50.
Robert A. Peterson and Matthew Sauber. 1983. A Mood Scale for Survey Research, in Proceedings of the American Marketing Association, 409-414.
Robert A. Peterson, Nancy Ridgway, and George Kozmetsky. 1983. Perceived Causes of Small Business Failures: A Research Note. American Journal of Small Business 8, 15-19.
Roger A. Kerin and Robert A. Peterson, eds. 1983. Perspectives on Strategic Marketing Management (Second Edition). Boston, MA: Allyn and Bacon Inc.
Roger A. Kerin and Robert A. Peterson. 1983. Scheduling Telephone Interviews. Journal of Advertising Research 23, 41-47.
Subhash Sharma and Robert A. Peterson. 1982. Effects of Scaling on the Correlation Coefficient: Issues and Outlook, in Proceedings of the Decision Sciences Institute, 260-262.
Robert A. Peterson and Mohammad Sabertehrani. 1982. Factors Influencing Rating Scale Responses: A Procedure for Partitioning Redundancy, in Proceedings of the American Statistical Association, Robert A. Peterson, ed. Dallas, TX: BPI, 335-338.
Robert A. Peterson, George Kozmetsky, and Isabella C.M. Cunningham. 1982. Perceptions of Media Bias Toward Businesses. Journalism Quarterly 59, 461-464.
Robert A. Peterson, Roger A. Kerin, and Mohammad Sabertehrani. 1982. Question Understanding in Self-Report Data, in Proceedings of the American Marketing Association, 426-429.
Robert A. Peterson and Roger A. Kerin. 1982. Store Image Measurement in Patronage Research: Fact and Artifact, in Patronage Theory and Retail Management, William Darden and Robert Lusch, eds. New York, NY: Elsevier North Holland, 293-306.
Robert A. Peterson. 1981. On the Meaning, Sources, and Different Types of Collinearity, in Proceedings of the Southern Marketing Association, 249-253.
Robert A. Peterson. 1981. Socioeconomic Development Plans and Individual Satisfaction in Libya, in Directions of Change: Modernization Theory, Research and Realities, Mustafa O. Attir, B. Holzner and Z. Suda, eds. Boulder, CO: Westview Press, 197-214.
Robert A. Peterson and Roger A. Kerin. 1981. The Quality of Self-Report Data: Review and Synthesis, in Review of Marketing 1981, Ben Enis and Kenneth Roering, eds. Chicago, Illinois: American Marketing Association, 5-20.
Robert A. Peterson. 1980. An Exploratory Investigation of Mediating Factors in Retail Store Image Responses, in Advances in Consumer Research, 662-664.
Robert A. Peterson and Roger A. Kerin. 1980. Household Income Data Reports in Mail Surveys. Journal of Business Research 8, 301-313.
Robert A. Peterson. 1980. Marketing Analysis, Segmentation and Targeting in the Performing Arts, in Marketing the Arts, M.P. Mokawa, W.M. Dawson, and E.A. Prieve, eds. New York, NY: Praeger Press, 182-200.
Robert A. Peterson, Mohammad Sabertehrani, and Andrea Paull. 1980. The 'Hardcore' Mail Survey Respondent: Some Hypotheses, in Proceedings of the American Statistical Association, 548-550.
Robert A. Peterson and Roger A. Kerin. 1980. The Effective Use of Marketing Research Consultants. Industrial Marketing Management 9, 69-73.
Vijay Mahajan, Robert A. Peterson, Arun Jain, and Naresh Malhotra. 1979. A New Product Growth Model with a Dynamic Market Potential. Long Range Planning 12, 51-58.
Robert A. Peterson. 1979. Data Quality in Consumer Research: An Analysis of Selected Qualitatively Anchored Scales, in Proceedings of the American Psychological Association, 30-33.
Vijay Mahajan and Robert A. Peterson. 1979. First-Purchase Diffusion Models of New Product Acceptance. Technological Forecasting and Social Change 15, 127-146.
Vijay Mahajan and Robert A. Peterson. 1979. Integrating Time and Space in Technological Substitution Models. Technological Forecasting and Social Change 14, 231-241.
Robert A. Peterson and Subhash Sharma. 1979. Scaling and Reliability Considerations in Evaluating Correlation Coefficients, in Proceedings of the Southern Marketing Association, 195-198.
Vijay Mahajan and Robert A. Peterson. 1978. Innovation Diffusion in a Dynamic Potential Adopter Population. Management Science 24, 1589-1597.
Robert A. Peterson. 1978. Issues in the Quality of Self-Report Data, in Proceedings of the Decision Sciences Institute, 184-186.
Robert A. Peterson and Vijay Mahajan. 1978. Multi-Product Growth Models, in Research in Marketing, Jagdish Sheth, ed. Greenwich, CT: JAI Press, 201-231.
Robert A. Peterson and Grady D. Bruce. 1978. Post-Completion Mail Survey Incentives and Data Quality: An Empirical Investigation, in Proceedings of the American Statistical Association, 599-602.
Robert A. Peterson, Roger A. Kerin, and Warren S. Martin. 1978. Teaching Effectiveness in the Decision Sciences: The Use of Student Evaluations. Decision Sciences 9, 712-724.
Roger A. Kerin and Robert A. Peterson. 1978. The Effect of Question Form on Age Reports in A Mail Survey, in Proceedings of the American Marketing Association, 229-231.
Robert A. Peterson and Subhash Sharma. 1977. A Note on the Information Content of Rating Scales, in Proceedings of the American Marketing Association, 324-326.
Robert A. Peterson and Subhash Sharma. 1977. Adjusting Correlation Coefficients for the Effects of Scaling, in Proceedings of the American Statistical Association, 784-786.
Alain J.P. Jolibert and Robert A. Peterson. 1977. Causal Attribution of Product Failure: An Exploratory Investigation. Journal of the Academy of Marketing Science 4, 446-455.
Roger A. Kerin and Robert A. Peterson. 1977. Consumer Reactions to Product Recall Remedies: An Experimental Investigation, in Proceedings of the Decision Sciences Institute, 544.
William H. Cunningham and Robert A. Peterson. 1977. Market Segmentation by Gasoline Consumption Intentions, in Proceedings of the American Marketing Association, 105-109.
Roger A. Kerin and Robert A. Peterson. 1977. Personalization, Respondent Anonymity and Response Distortion in Mail Surveys. Journal of Applied Psychology 62, 86-89.
Robert A. Peterson and Roger A. Kerin. 1977. The Female Role in Advertisements: Some Experimental Evidence. Journal of Marketing 41, 59-63.
Robert A. Peterson. 1977. Trends in Consumer Behavior Research. American Marketing Association Monograph Series 6.
Robert A. Peterson, M. Venkatesan, and Alain J.P. Jolibert. 1976. A Cognitive Complexity Attitude Scale for Marketing Research, in Proceedings of the Senanque Abbey Seminar, France.
Robert A. Peterson and Alain J. P. Jolibert. 1976. A Cross-National Investigation of Price and Brand as Determinants of Perceived Product Quality. Journal of Applied Psychology 61, 533-536.
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.
Robert A. Peterson. 1976. Consumer Perceptions as a Function of Product Color, Price, and Nutrition Labeling, in Advances in Consumer Research, 61-63.
Eric Langeard, Robert A. Peterson, and Jean-Paul Leonardi. 1976. On the Teaching of Effective Decision-Making in Marketing, in Educating Effective Marketing Decision-Makers, Barcelona, Spain: ESOMAR, 233-243.
Linda L. Golden and Robert A. Peterson. 1976. Post-Purchase, Pretrial Satisfaction Expectations as a Function of Message Content and Source, in Proceedings of the American Marketing Association, 143-146.
Robert A. Peterson and Vijay Mahajan. 1976. Practical Significance and Partitioning Variance in Discriminant Analysis. Decision Sciences 7, 649-658.
Robert A. Peterson. 1975. An Experimental Investigation of Mail Survey Responses. Journal of Business Research 3, 199-210.
Eric Langeard and Robert A. Peterson. 1975. Diffusion of Large-Scale Food Retailing in France: Supermarche et Hypermarche. Journal of Retailing 51, 43-63.
Linda L. Golden and Robert A. Peterson. 1975. Information Type and Source as Determinants of Expected Product Satisfaction, in Proceedings of the American Institute of Decision Sciences, 316.
Robert A. Peterson. 1975. Instructor-Related Determinants of Teaching Effectiveness Evaluations, in Proceedings of Decision Science Institute, 140-142.
Robert A. Peterson. 1975. Situational Factors as Determinants of Teaching Effectiveness Evaluations, in Proceedings of the American Statistical Association, 477-480.
Roger A. Kerin, Robert A. Peterson, and Warren S. Martin. 1975. Teaching Effectiveness: How do We Rate?, in Proceedings of the American Marketing Association, 694-698.
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.
Robert A. Peterson, Louis K. Sharpe, and Lawrence J. Buntin. 1974. A Note on the Effect of Special Offers. Journal of Business Administration 6, 56-63.
Sandra H. Carey, Robert A. Peterson, and Louis K. Sharpe. 1974. A Study of Recruitment and Socialization into Two Deviant Female Occupations. Sociological Symposium 11, 11-24.
Robert A. Peterson. 1974. Diffusion and Adoption of a Consumer Durable. Marquette Business Review 18, 1-8.
Robert A. Peterson, Warren S. Martin, and Anthony Casey. 1974. Factors Influencing Student Ratings of Teaching Effectiveness, in Proceedings of the Decision Science Institute, 129-131.
Robert A. Peterson. 1974. Market Structuring by Sequential Cluster Analysis. Journal of Business Research 2, 249-264.
Robert A. Peterson. 1974. Moderating the Personality-Product Usage Relationship, in Proceedings of the American Marketing Association, 109-112.
Robert A. Peterson. 1974. On Marketing and the Quality of Life, in Proceedings of the Senanque Abbey Seminar, France, 262-269.
Grady D. Bruce and Robert A. Peterson. 1974. Second-Order Factor Analysis of Multiattribute Data, in Proceedings of the American Statistical Association, 323-326.
Roger A. Kerin and Robert A. Peterson. 1974. Selected Insights into the Dynamics of Ecologically Responsible Behavior, in Proceedings of the Decision Science Institute, 33.
Robert A. Peterson. 1974. Trade Area Analysis Using Trend Surface Mapping. Journal of Marketing Research 11, 339-342.
Robert A. Peterson. 1973. A Note on Optimal Adopter Category Determination. Journal of Marketing Research 10, 325-329.
Robert A. Peterson. 1973. Cue Utilization and Stereotypic Perception: The Attribution of Psychographic Characteristics, in Proceedings of the Decision Science Institute, 4-6.
John E. Swan and Robert A. Peterson. 1973. Information Seeking on Competitors and Perception of Competition by Food Store Managers. Journal of the Academy of Marketing Science 2, 299-307.
Robert A. Peterson and Louis K. Sharpe. 1973. Market Segmentation: Product Usage Patterns and Psychographic Configurations. Journal of Business Research 1, 11-30.
Robert A. Peterson and James Cagley. 1973. The Effect of Shelf-Space Upon Sales of Branded Products: A Reappraisal. Journal of Marketing Research 10, 103-104.
Louis K. Sharpe, Robert A. Peterson, and Frank Johnson. 1973. The Relationship Between Selected Demographics and Shopping Behavior, in Proceedings of the Southern Marketing Association, 53-56.
Louis K. Sharpe and Robert A. Peterson. 1972. A Multivariate Analysis of Psychographic Variables. Journal of Personality Assessment 36, 374-379.
Robert A. Peterson and Howard Liszt. 1972. Concept Testing: Some Experimental Evidence. Mississippi Valley Journal of Business and Economics 7, 84-88.
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.
Robert A. Peterson and Louis K. Sharpe. 1972. Effects of Ordinal Position: Tripartite Analysis. Psychological Reports 30, 890.
Robert A. Peterson and Ivan Ross. 1972. How to Name New Brands. Journal of Advertising Research 12, 29-34.
Robert A. Peterson. 1972. Market Segmentation by Reciprocal Averages Clustering, in Proceedings of the Decision Science Institute, 19-23.
Mark I. Alpert and Robert A. Peterson. 1972. On the Interpretation of Canonical Analysis. Journal of Marketing Research 9, 187-192.
Robert A. Peterson. 1972. Psychographics and Media Exposure. Journal of Advertising Research 12, 17-20.
Robert A. Peterson, C.W. Rudelius, and Glen L. Wood. 1972. Spread of Marketing Innovations in a Service Industry. Journal of Business 45, 485-496.
John G. Rhodes and Robert A. Peterson. 1972. The Vocational Interests of Marketing Professionals. Journal of Vocational Behavior 2, 13-23.
Robert A. Peterson. 1972. Vocational Interest Patterns of Male and Female Medical Students Over a Four Year Period. Journal of Counseling Psychology 19, 21-25.
Henry O. Pruden and Robert A. Peterson. 1971. Personality and Performance Satisfaction of Industrial Salesman. Journal of Marketing Research 8, 501-504.
Robert A. Peterson. 1971. Ratings of Salespersons by Male Customers. Journal of Applied Psychology 56, 433.
Robert A. Peterson and David G. Fulcher. 1971. Risky Shift in Marketing Decision-Making: a Non-Confirmation. Psychological Reports 29, 1135-1138.
Louis K. Sharpe and Robert A. Peterson. 1970. A Comparison of Two Approaches to the Analysis of Personality Differences. Journal of Psychology 79, 257-262.
Alan L. Pennington and Robert A. Peterson. 1970. Reference Guide to Marketing Literature. Braintree, MA: D.H. Mark Publishing Co.
Robert A. Peterson. 1970. The Price-Perceived Quality Relationship: Experimental Evidence. Journal of Marketing Research 7, 525-528.
Alan L. Pennington and Robert A. Peterson. 1969. Interest Patterns and Product Preferences: An Exploratory Analysis. Journal of Marketing Research 6, 284-290.
Robert A. Peterson and Alan L. Pennington. 1969. SVIB Scores and Product References. Journal of Applied Psychology 53, 304-308.
David P. Campbell, Fred H. Borgen, Suzanne H. Eastes, Charles B. Johanson, and Robert A. Peterson. 1968. A Set of Basic Interest Scales for the Strong Vocational Interest Blank for Men. Journal of Applied Psychology Monograph.

Professional Awards

American Marketing Association/Irwin/McGraw-Hill Distinguished Marketing Educator award2006
Berkman Service Award, Academy of Marketing Science2006
Career Research Contributions Award, McCombs School2001
Morris Dickson Grant1998
Jacob Louis Grant1996
J.D. Power & Associates Grant1991
Direct Selling Education Foundation Circle of Honor Award1991
Academy of Marketing Science Distinguished Marketing Educator Award1988

Page last updated: 9/18/2014