Proceedings of the 13th Paul D. Converse Symposium

Proceedings of the 13th Paul D. Converse Symposium was edited by Devanathan Sudharshan and Kent Monroe. These proceedings were presented at the 1998 conference. This volume contains presentations by five award recipients who were recognized for their outstanding contributions in marketing theory and science. Also featured are reviews of the recipients contributions by other marketing scholars. The recipients are as follows: Richard P. Bagozzi for Causal Models in Marketing; James R. Bettman for An Information Processing Theory of Consumer Choice; John D.C. Little for Models and Managers: the Concept of a Decision Calculus; Jagdish N. Sheth for The Theory of Buyer Behavior; and, William D. Wells for Activities, Interests, and Opinions.