Attitude Research Reaches New Heights

Attitude Research Reaches New Heights was edited by Charles W. King and Douglas J. Tigert. This work is a collection of proceedings from the third Annual Attitude Research Conference held in Mexico in 1970. Exploring the maturing state-of-the-art in attitude research is the central theme of these papers. The papers revolve around the overview of attitude research, conceptual approaches to predict the consumer behavior and market segmentation through attitude research, as well as measurement and data analysis techniques employed in sophisticated attitude research.