Scholars@Duke
Richard Staelin

Richard Staelin

Gregory Mario and Jeremy Mario Distinguished Professor Emeritus
Fuqua School of Business
rstaelin@duke.edu
Box 90120, Durham, NC 27708-0120
338A Fuqua Sch of Bus, Durham, NC 27708

Selected Publications

Modeling misinformation spread for policy evaluation: a parsimonious framework

Journal Article Marketing Letters · December 1, 2024 We develop a parsimonious framework for evaluating the efficacy of different approaches for limiting the spread of misinformation. We use this framework and simulation studies to determine the evolution of truthful and fake messages on social media platfor ... Full text Cite

Pulsed shortwave electromagnetic field therapy increases quality of life in canines with symptoms of osteoarthritics.

Journal Article Veterinary medicine and science · May 2024 BackgroundJoint stiffness, lameness and reduced activity levels are common inflammatory responses observed in canines and have significant impact on quality of life (QOL). The symptoms are often ascribed to osteoarthritis (OA), for which the stand ... Full text Cite

Patient text reviews and preference estimation

Journal Article Marketing Letters · January 1, 2024 The goal of this paper is to illustrate how customer text reviews can be used to identify (a) the factors underlying consumers’ preference for a product offering and (b) the magnitude of each of these factors on the consumers’ overall assessment of the pro ... Full text Cite

Competition and the Regulation of Fictitious Pricing

Journal Article Journal of Marketing · November 1, 2023 Fifty years ago, the Federal Trade Commission stopped enforcing its fictitious reference pricing guidelines, emphasizing the search qualities of price and the belief that competition would drive out deceptive behavior. Yet this practice of posting false, i ... Full text Cite

Vertical Versus Horizontal Variance in Online Reviews and Their Impact on Demand

Journal Article Journal of Marketing Research · February 1, 2023 This article examines the differential impact of variances in the quality and taste comments found in online customer reviews on firm sales. Using an analytic model, the authors show that although increased variance in consumer reviews about taste mismatch ... Full text Cite

Distribution Channels

Chapter · January 1, 2023 The first two papers on channel management that appeared in Marketing Science in 1983 have spawned a large and evolving literature. As of early 2022, the Jeuland and Shugan paper had over 1,633 Google Scholar cites, with 427 occurring since 2015. The respe ... Full text Cite

Distribution Channels

Chapter · January 1, 2023 Full text Cite

Chronic pain intervention using pulsed shortwave therapy: the relationship between pain demographics and central sensitization inventory.

Journal Article Pain management · May 2019 Aim: The central sensitization inventory (CSI) is a validated, patient-reported questionnaire that quantifies symptoms of hypersensitivity disorders such as chronic pain, for which central sensitization (CS) may be the etiology. Objective: To ... Full text Cite

A Prospective Six-Month Study of Chronic Pain Sufferers: A Novel OTC Neuromodulation Therapy.

Journal Article Pain research & management · January 2019 ObjectiveTo assess the durability of treatment over various chronic pain conditions of an emerging, nonprescription electromagnetic neuromodulation device that uses pulsed shortwave therapy.MethodsA 6-month prospective study, involving 24 ... Full text Cite

Interpretation of product differentiation in linear demand functions

Chapter · January 1, 2019 Research in channels of distribution has often started with an assumed parsimonious linear demand function to study the impact of product differentiation on channel structure and channel profits. In this chapter the authors present a four parameter linear ... Full text Cite

Consumer sophistication, word-of-mouth and “False” promotions

Journal Article Journal of Economic Behavior and Organization · August 1, 2018 Not all retail price promotions provide consumers with additional monetary value. For instance, a retailer might raise the retail price of an item just before a sale and then “promote” the product by listing the initial price as the sales price. This paper ... Full text Cite

Do we really need to change the decision maker? Counterintuitive escalation of commitment results in real options contexts

Journal Article Management Science · October 1, 2017 A robust finding in the escalation literature, termed as the preference e ect, is that involvement in the period 1 initial project assessment decision increases the tendency for decision makers to stick with a losing course of action during the period 2 pr ... Full text Cite

An over-the-counter central sensitization therapy: a chronic back pain registry study of pain relief, medication use and their adverse effects.

Journal Article Pain management · March 2017 AimBack pain, the most prevalent musculoskeletal chronic pain condition, is usually treated with analgesic medications of questionable efficacy and frequent occurrence of adverse side effects.ObjectiveThe objective was to determine the ef ... Full text Cite

The role of paid, earned, and owned media in building entertainment brands: Reminding, informing, and enhancing enjoyment

Journal Article Marketing Science · January 1, 2016 We study three ways firms can communicate about their brands—paid media (advertising), earned media (word of mouth and online social media), and owned media (brand websites and other owned content)—and the roles these media types play in reminding (i.e., a ... Full text Cite

Organizational characteristics and patient experiences with hospital care: a survey study of hospital chief patient experience officers.

Journal Article American journal of medical quality : the official journal of the American College of Medical Quality · September 2015 Beginning in fiscal year 2013, scores based on the Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) constitute 30% of incentive-based payments from Medicare's Value-Based Purchasing (VBP) initiative. Yet there is little empirical w ... Full text Cite

Controlling the Odds: Skill or Conceit?

Chapter · January 1, 2015 The success of a complex marketing project (e.g. the launch of a new product, the initiation of a major ad campaign, etc.) depends not only on factors related to the actions of the firm, but also on factors outside the firm’s control. However, marketing ma ... Full text Cite

Distribution Channels

Chapter · August 2014 The following sections are included:IntroductionThe (rocky) startChannel systems and industries studiedDemand functionsRules of the game and available informationChannel member objectives and channel coordinationProduct positioning in distribution channels ... Cite

The company that you keep: When to buy a Competitor's keyword

Journal Article Marketing Science · January 1, 2014 In search advertising, brand names are often purchased as keywords by the brand owner or a competitor. We aim to understand the strategic benefits and costs of a firm buying its own brand name or a competitor's brand name as a keyword. We model the effect ... Full text Cite

A "meta-analysis" of multibrand, multioutlet channel systems

Journal Article Management Science · September 1, 2013 In today's multibrand, multichannel marketplace, optimal channel design involves issues such as distribution intensity, channel exclusivity, vertical and horizontal coordination, and online-offline mixed structures. We investigate how a firm's choice in th ... Full text Cite

The patient experience and health outcomes.

Journal Article The New England journal of medicine · January 2013 Full text Cite

Marketing Science: A strategic review

Journal Article Marketing Science · January 1, 2013 Marketing Science is in a great competitive position with a strong editorial board and infrastructure support. This editorial summarizes the state of the journal as perceived by its stakeholders. They believe that the journal should strive to remain a prem ... Full text Cite

Optimal admission and scholarship decisions: Choosing customized marketing offers to attract a desirable mix of customers

Journal Article Marketing Science · July 1, 2012 Each year in the postsecondary education industry, schools offer admission to nearly 3 million new students and scholarships totaling nearly $100 billion. This is a large, understudied targeted marketing and price discrimination problem. This problem falls ... Full text Cite

A strategic perspective on durable goods

Journal Article Marketing Science · January 1, 2012 Full text Cite

Sophistication in research in marketing

Journal Article Journal of Marketing · July 1, 2011 Over the years, the level of analytical rigor has risen in articles published in marketing academic journals. While, ceteris paribus, rigor is desirable, there is a growing sense that rigor has become a, if not the, goal for research in marketing. Conseque ... Full text Cite

Relationship between patient satisfaction with inpatient care and hospital readmission within 30 days.

Journal Article The American journal of managed care · January 2011 ObjectivesTo determine whether hospitals where patients report higher overall satisfaction with their interactions among the hospital and staff and specifically their experience with the discharge process are more likely to have lower 30-day readm ... Cite

Revisiting the workshop on quantitative marketing and structural econometrics

Journal Article Marketing Science · January 1, 2011 This foreword and the subsequent four invited articles were commissioned by Eric T. Bradlow while Editorin- Chief of Marketing Science. The foreword was written in four parts; each part covers a different aspect of the Workshop on Quantitative Marketing an ... Full text Cite

General alliance experience, uncertainty, and marketing alliance governance mode choice

Journal Article Journal of the Academy of Marketing Science · December 1, 2010 Drawing from transaction cost economics (TCE), the knowledge-based view (KBV), and real options theory (ROT), we propose that the general alliance experience of alliance partner firms moderates the impact of market uncertainty and alliance-specific uncerta ... Full text Cite

Marketing modeling reality and the realities of marketing modeling

Journal Article Marketing Letters · July 14, 2010 This paper shows how analytic modeling research in the Marketing field is focused on answering questions of "How?" and "Why?" It describes the disciplines involved in analytic modeling; examines how the key criteria of parsimony and robustness help to defi ... Full text Cite

Patient satisfaction and its relationship with clinical quality and inpatient mortality in acute myocardial infarction.

Journal Article Circ Cardiovasc Qual Outcomes · March 2010 BACKGROUND: Hospitals use patient satisfaction surveys to assess their quality of care. A key question is whether these data provide valid information about the medically related quality of hospital care. The objective of this study was to determine whethe ... Full text Link to item Cite

Cross-function and same-function alliances: How does alliance structure affect the behavior of partnering firms?

Journal Article Management Science · February 1, 2010 Firms collaborate to develop and deliver new products. These collaborations vary in terms of the similarity of the competencies that partnering firms bring to the alliance. In same-function alliances, partnering firms have similar competencies, whereas in ... Full text Open Access Cite

Consumption effects of bundling: Consumer perceptions, firm actions, and public policy implications

Journal Article Journal of Public Policy and Marketing · January 1, 2010 The authors investigate consumer, firm, and policy implications of the fast-food marketing practice of bundling a soft drink and French fries with an entrée (i.e., "the combo meal") and then offering these three items at a discount. The authors first demon ... Full text Cite

Alternative pay-for-performance scoring methods: implications for quality improvement and patient outcomes.

Journal Article Medical care · October 2009 BackgroundPay-for-performance programs typically rate hospitals using a composite summary score in which process measures are weighted by the total number of treatment opportunities. Alternative methods that weight process measures according to ho ... Full text Cite

Optimal market intelligence strategy when management attention is scarce

Journal Article Management Science · April 1, 2009 This paper extends the theoretical literature on firms' optimal information strategies to the situation when a firm's management attention capacity to process available data is scarce. In this case, a firm's optimal market intelligence strategy must trade ... Full text Cite

Using extremeness aversion to fight obesity: Policy implications of context dependent demand

Journal Article Journal of Consumer Research · October 1, 2008 This article illustrates how the compromise effect alters consumers' selection of soft drinks. Using three within-subject studies, we show that extremeness aversion and price insensitivity cause consumers to increase their consumption when the smallest dri ... Full text Cite

An industry equilibrium analysis of downstream vertical integration: Twenty-five years later

Journal Article Marketing Science · January 1, 2008 The goal of this brief note is to provide the reader with an appreciation of how this paper was initially conceived, to state what I think are the paper's key insights, and to outline a few of the many challenges and opportunities that still exist in study ... Full text Cite

An industry equilibrium analysis of downstream vertical integration

Journal Article Marketing Science · January 1, 2008 This paper investigates the effect of product substitutability on Nash equilibrium distribution structures in a duopoly where each manufacturer distributes its goods through a single exclusive retailer, which may be either a franchised outlet or a factory ... Full text Cite

A framework for quality improvement: an analysis of factors responsible for improvement at hospitals participating in the Can Rapid Risk Stratification of Unstable Angina Patients Suppress Adverse Outcomes with Early Implementation of the ACC/AHA Guidelines (CRUSADE) quality improvement initiative.

Journal Article Am Heart J · December 2007 BACKGROUND: Hospitals are under increasing pressure to improve their quality of care. However, a key question remains: how can hospitals best design and implement successful quality improvement (QI) programs? Hospitals currently employ a variety of QI init ... Full text Link to item Cite

How to attract customers by giving them the short end of the stick

Journal Article Journal of Marketing Research · January 1, 2007 Several influential streams of research in marketing, psychology, and economics conclude that when an offer a seller makes to a buyer is held fixed, the buyer will be repelled if he or she learns that some other group of buyers is getting a better price fo ... Full text Cite

The path to customer centricity

Journal Article Journal of Service Research · November 1, 2006 The concept of customer centricity and its benefits have been discussed for more than 50 years. Despite this fact, many firms are still struggling to fully align themselves to the customer-centric paradigm. This article identifies fundamental issues and ch ... Full text Cite

Enabling the willing: Consumer rebates for durable goods

Journal Article Marketing Science · August 25, 2006 For many consumers who use loans to acquire an expensive durable such as a car, the market value of their current (used) durable is less than the outstanding loan amount. If these consumers want to replace their used durable with a new one, they might not ... Full text Cite

Stuck in the past: Why managers persist with new product failures

Journal Article Journal of Marketing · April 1, 2006 In this research, the authors examine the phenomenon of escalation bias in the context of managing new product introductions. In particular, they identify three general paths - Decision Involvement Inertia, Decision Involvement Distortion, and Belief Inert ... Full text Cite

Incorporating behavioral anomalies in strategic models

Journal Article Marketing Letters · December 1, 2005 Behavioral decision researchers have documented a number of anomalies that seem to run counter to established theories of consumer behavior from microeconomics that are often at the core of analytical models in marketing. A natural question therefore is ho ... Full text Cite

Bridge, focus, attack, or stimulate: Retail category management strategies with a store brand

Journal Article Quantitative Marketing and Economics · December 1, 2005 We investigate a monopolist retailer's category management strategy where the main strategic decisions are how to horizontally position a store brand relative to the incumbent national brands and how to price the store and national brands for retail catego ... Full text Cite

A customer relationship management roadmap: What is known, potential pitfalls, and where to go

Journal Article Journal of Marketing · October 1, 2005 The goal of this preface is to describe how the special section on customer relationship management (CRM) was developed. In May 2003, Richard Staelin, Executive Director of the Teradata Center for Customer Relationship Management at Duke University, propos ... Full text Cite

Marketing Science—Growth and Evolution

Journal Article Marketing Science · February 2005 Full text Cite

The better they are, the more they give: Trade promotions of consumer durables

Journal Article Journal of Marketing Research · January 1, 2005 The authors study trade promotions for durable goods, such as automobiles, for which manufacturers provide special incentives to dealers for exceeding specific sales targets. They develop a theoretical model of consumer, retailer, and manufacturer behavior ... Full text Cite

Eras III and IV: My reflections

Journal Article Journal of Public Policy and Marketing · January 1, 2005 Full text Cite

Market Segmentation Research: Beyond Within and Across Group Differences

Journal Article Marketing Letters · December 1, 2002 Market segmentation research is currently focused too narrowly on the task of segment identification as opposed to its strategic relevance within a firm. In this paper we distinguish an ex ante approach to market segmentation research, which begins with st ... Full text Cite

The impact of firm introductory strategies on consumers' perceptions of future product introductions and purchase decisions

Journal Article Journal of Product Innovation Management · March 1, 2001 A model of the consumer's decision to immediately purchase a technologically advanced product or to delay such a purchase until a future generation of the product is released was developed and tested. It is proposed that for technologically advancing produ ... Full text Cite

Remembrance: Joseph W. Newman (1918-2001)

Journal Article Journal of Consumer Research · 2001 Cite

Recurrent Marketing Decisions: Decision Complexity, Decision Focus, and Firm Performance

Journal Article Marketing Letters · January 1, 2000 In this paper we examine the nature of the decision-making process for recurrent marketing decisions and its effects on firm performance. A conceptual model of recurrent decision-making in a competitive environment is developed and used as a framework for ... Full text Cite

The quality double whammy

Journal Article Marketing Science · January 1, 1999 This research focuses on how consumers perceive the quality level of a complex stimulus (in our case, a service encounter) and how this perception affects consumers' overall assessment of the quality level of the firm. As such, it should be of interest to ... Full text Cite

Manufacturer allowances and retailer pass-through rates in a competitive environment

Journal Article Marketing Science · January 1, 1999 A commonly held belief has grocery and mass merchandise retailers gaining power relative to the upstream consumer package goods manufacturers. One of the major justifications for this belief is that manufacturers are now giving retailers more side payments ... Full text Cite

The success of marketing management support systems

Journal Article Marketing Science · January 1, 1999 This paper provides an introduction to this Special Issue by a) providing a framework for evaluating the potential and actual success of marketing management support systems (MMSS), and b) briefly discussing how each paper in this Special Issue addresses t ... Full text Cite

Using Market-Level Data to Understand Promotion Effects in a Nonlinear Model

Journal Article Journal of Marketing Research · August 1, 1997 The authors show analytically, empirically, and numerically through simulation that the estimated effects from linearly aggregated market-level data differ substantially from comparable effects that are obtained from store-level data. The magnitude of this ... Full text Cite

Pulling the Plug to Stop the New Product Drain

Journal Article Journal of Marketing Research · February 1, 1997 Although an important aspect of managing new product introductions is to recognize and quickly take action when a product launch has failed (i.e., “pull the plug”), senior managers in a new product launch setting tend to remain committed to a losing course ... Full text Cite

Pulling the plug to stop the new product drain

Journal Article Journal of Marketing Research · January 1, 1997 Although an important aspect of managing new product introductions is to recognize and quickly take action when a product launch has failed (i.e., "pull the plug"), senior managers in a new product launch setting tend to remain committed to a losing course ... Full text Cite

Using market-level data to understand promotion effects in a nonlinear model

Journal Article Journal of Marketing Research · January 1, 1997 The authors show analytically, empirically, and numerically through simulation that the estimated effects from linearly aggregated market-level data differ substantially from comparable effects that are obtained from store-level data. The magnitude of this ... Full text Cite

Vertical strategic interaction: Implications for channel pricing strategy

Journal Article Marketing Science · January 1, 1997 This paper examines two strategic pricing decisions within channels: using foresight (i.e., price leadership) and considering category implications (i.e., product line pricing). Are price leadership and product line pricing always the best pricing strategi ... Full text Cite

Identifying Generalizable Effects of Strategic Actions on Firm Performance: The Case of Demand-Side Returns to R&D Spending

Journal Article Marketing Science · 1995 This paper provides an approach for assessing generalizable effects of strategic actions on firm performance. We identify five key issues that need to be addressed before one can have confidence in the obtained strategic generalization. In addition, we sug ... Cite

A Model of Perceived Risk and Intended Risk-Handling Activity

Journal Article Journal of Consumer Research · June 1994 Full text Cite

Salesforce compensation plans: An individual-level analysis

Journal Article Marketing Letters · April 1, 1994 A series of recent analytic papers have investigated the issue of how to compensate a salesforce using either the agency theory paradigm or transaction cost analysis. Similarly other more descriptive investigations have led to practical guidelines for mana ... Full text Cite

Rentals, Sales and Buybacks: Managing Secondary Distribution Channels

Journal Article Journal of Marketing Research · 1994 Cite

Understanding Managers' Strategic Decision Making Process

Journal Article Marketing Letters · 1994 Cite

A Look on the Cost Side: Market Share and the Competitive Environment

Journal Article Marketing Science · May 1993 In this paper we develop a model relating market share to average costs. We start with a theoretical model of the factors that affect the firm's average cost curve, partitioning these factors into (a) measurable firm and competitive environment ch ... Full text Cite

Environment, Market Share, and Market Power

Journal Article Management Science · October 1990 In this paper we develop a process model relating market share to firm profits. In particular, we specify average price and average cost equations as a function of previous year market share position, changes in market share, environmental conditi ... Full text Cite

Assessing Biases in Measuring Decision Effectiveness and Information Overload

Journal Article Journal of Consumer Research · March 1989 Full text Cite

The role of statistics in accounting, marketing, finance, and production

Journal Article Journal of Business and Economic Statistics · January 1, 1988 Full text Cite

Effects of Quality and Quantity of Information on Decision Effectiveness

Journal Article Journal of Consumer Research · September 1987 Full text Cite

Salesforce Compensation Plans in Environments with Asymmetric Information

Journal Article Marketing Science · August 1986 In this paper, we present a theory of salesforce compensation plans to provide insights into why it may be advantageous for a profit maximizing firm to offer members of its salesforce the opportunity to choose from a menu of compensation plans. Al ... Full text Cite

Nutrition Information in the Supermarket

Journal Article Journal of Consumer Research · June 1986 Full text Cite

Salesforce Compensation Plans: An Agency Theoretic Perspective

Journal Article Marketing Science · November 1985 A theory of salesforce compensation plans is presented where the sales of a product depend not only on the salesperson's effort but also on the uncertainty in the selling environment. The firm chooses a compensation plan to maximize its profit tak ... Full text Cite

An Approach for Developing an Optimal Discount Pricing Policy

Journal Article Management Science · December 1984 This paper addresses the problem of why and how a seller should develop a discount pricing structure even if such a pricing structure does not alter ultimate demand. The situation modeled is most appropriate where the seller's product does not rep ... Full text Cite

The Information Processing of Pictures in Print Advertisements

Journal Article Journal of Consumer Research · June 1983 Full text Cite

A Model of Consumer Information Search Behavior for New Automobiles

Journal Article Journal of Consumer Research · 1983 Cite

Exploiting Rank Ordered Choice Set Data Withing the Stochastic Utility Model

Journal Article Journal of Marketing Research · 1982 Cite

Using Information-Processing Principles in Public Policy

Journal Article Journal of Public Policy and Marketing · 1982 Cite

Consumer Search and Public Policy

Journal Article Journal of Consumer Research · June 1981 Full text Cite

A Framework for Evaluating Consumer Information Regulation

Journal Article Journal of Marketing · 1981 Cite

Consumer protection legislation and the U.S. food industry

Book · December 1, 1980 History of federal regulation of the food industry; General model of consumer protection regulation; Regulatory mechanism of the food and drug administration; Regulatory mechanism of the federal trade commission; Regulatory mechanism of the ... ... Cite

Estimating Response Rates for Different Market Segments from Questionnaire Data

Journal Article Journal of Marketing Research · 1980 Cite

How American Executives Disagree about the Risks of Investing in Eastern Europe.

Journal Article Academy of Management Journal · March 1, 1979 Full text Cite

JUDGMENT BASED MARKETING DECISION MODELS: AN EXPERIMENTAL INVESTIGATION OF THE DECISION CALCULUS APPROACH.

Journal Article Manage Sci · January 1, 1979 Managerial judgment is frequently required to estimate many of the parameters of decision calculus models and the quality of these judgmental inputs may substantially affect model-based decisions. This study suggests that if model builders are to rely upon ... Full text Cite

The Effects of Consumer Education on Consumer Product Safety Behavior

Journal Article Journal of Consumer Research · June 1978 Full text Cite

Attitude Change or Attitude Formation? An Unanswered Question

Journal Article Journal of Consumer Research · March 1978 Full text Cite

The Choice Process for Graduate Business Schools

Journal Article Journal of Marketing Research · 1978 Cite

Relation of Brand Choice to Purchase Frequency

Journal Article Journal of Marketing Research · 1977 Cite

Models of Environmental Effects on the Development of IQ

Journal Article Journal of Educational Statistics · September 1976 This paper proposes a number of models of the effects of demographic and environmental factors on IQ and its pattern of change over time. The proposed models are concerned with the determinants of an Individual’s true (but unobserved) IQ and the r ... Full text Cite

The Effects of Sampling Variation on Sales Forecasts for New Consumer Products

Journal Article Journal of Marketing Research · 1976 Cite

A proposal for handling missing data

Journal Article Psychometrika · June 1, 1975 A method for dealing with the problem of missing observations in multivariate data is developed and evaluated. The method uses a transformation of the principal components of the data to estimate missing entries. The properties of this method and four alte ... Full text Cite

Improving the metric quality of questionnaire data

Journal Article Psychometrika · September 1, 1973 A procedure is proposed whereby questionnaire data, which is usually ordinal in nature and often error-ridden, may be transformed to reduce the error variance in the data and to improve the metric properties of the individual variables. The technique is su ... Full text Cite

Error in Judgmental Sales Forecasts: Theory and Experimental Results

Journal Article Journal of Marketing Research · 1973 Cite

Information Sources of Durable Goods

Journal Article Journal of Advertising Research · 1973 Cite

Making Black Retail Outlets Work

Journal Article California Management Review · January 1, 1972 The high rate of new black retail ventures’ failure indicates that present methods of fostering black capitalism are failing. This paper examines the present shopping patterns, attitudes, and preferences of ghetto residents, non-residents employed in the g ... Full text Cite

The Appeal of Buying Black

Journal Article Journal of Marketing Research · 1972 Cite

Prepurchase Information Seeking for New Cars and Major Household Appliances

Journal Article Journal of Marketing Research · 1972 Cite

Multivariate Analysis of Differences in Buyer Decision Time

Journal Article Journal of Marketing Research · 1971 Cite

Another Look at A.I.D.

Journal Article Journal of Advertising Research · 1971 Cite

A note on detection of interaction

Journal Article Public Opinion Quarterly · January 1, 1970 Full text Cite