1. WILLIAM R. SWINYARD
RESUME
ADDRESS Brigham Young University 470 Woodland Hills Drive
Marriott School of Management Woodland Hills, Utah 84653
Provo, Utah 84602 H: 801•423-1231 C: 801•471-8899
swinyard@byu.edu; swinyard@xmission.com
EDUCATION Ph.D., 1976, Stanford University Graduate School of Business, Stanford, California.
Marketing; minor areas of research methods and social psychology.
MBA, 1967, University of Michigan, Ann Arbor, Michigan.
B.S., 1965, English major, Brigham Young University.
ACADEMIC Brigham Young University, Marriott School of Management, Provo, Utah;
EXPERIENCE 1978 to 2006. 2006+, Emeritus Professor of Marketing and Holder of the Fred G.
Meyer Chair. Director of the Institute of Retail Management, 1994 to 1998; Holder
of Fred G. Meyer Chair of Retailing, 1988 to present; Stephen Mack Covey Profes-
sor of Entrepreneurship and Small Business, 1986 to 1988; Professor of Business
Management, 1983 to present; Associate Professor of Business Management, 1978
to 1983. Teach courses in marketing research, marketing strategy/management and
retailing in the graduate and undergraduate programs.
National University of Singapore, Republic of Singapore; 1998. Visiting Professor
of Marketing in the Faculty of Business Administration. Taught graduate and
undergraduate courses in marketing management and marketing research. Super-
vised one thesis.
National University of Singapore, Republic of Singapore; 1984 to 1985. Visiting
Associate Professor of Marketing in the School of Management. Taught courses in
marketing research, research in consumer behavior; executive development. Super-
vised three theses.
Arizona State University, Tempe, Arizona; 1976 to 1978. Assistant Professor of
Marketing in the College of Business Administration. Taught courses in marketing
management, consumer behavior, and marketing research in the graduate and
undergraduate programs. Conducted executive seminars. Supervised two doctoral
dissertations.
The University of Santa Clara, Santa Clara, California; 1975 to 1975. Lecturer of
marketing in the Graduate School of Business. Taught MBA courses in marketing
management and marketing research.
Southern Utah State College, Cedar City, Utah; 1971 to 1972. Instructor of market-
ing in the School of Business. Taught marketing management, sales management,
advertising, personal selling, and retailing.

2. William R. Swinyard Page 2
INDUSTRIAL
EXPERIENCE Struman and Associates, Analytical Marketing Consultant, 1978 to 2006. Specialize
in project consulting and technical/analytic/strategy consulting for a range of -
national clients.
Faneuil Research Group, 1998 to 1999. Research Associate, conducting and
publishing segmentation and data-mining research for the parent organization, a
direct-marketing company.
Health Care Innovations, HCI Market Research Fellow, 1986 to 2006. Conduct
technical/analytical consulting, marketing research, and expert testimony for
hospital organizations, managed care organizations, clinics, and other health care
clients.
Saga Enterprises, Inc., Menlo Park, California; 1974 to 1975. Manager of Market-
ing Research for the Restaurant Division; developed, installed, and administered
customer feedback systems; responsible for all marketing research for the Division.
Vivitar Corporation, Santa Monica, California; 1969 to 1971. Brand Manager
responsible for product lines comprising 60 percent of sales; functioned in new
product development, marketing research, packaging, pricing, forecasting, market
development, dealer and sales force communications. Profit responsibility. Respon-
sible for marketing and initial development of the Series 1 lenses, the first of modern
macro-zoom lenses.
MSL Industries, Inc., Los Angeles, California; 1968 to 1969. Corporate Marketing
Planner in the Long Range Planning Group. Responsible for strategic marketing
plans, market feasibility studies, and functioned as a team member in acquisition
analysis.
Carnation Company, Los Angeles, California; 1967 to 1968. Brand Research
Manager in the Marketing Research Department. Responsible for research activities
of several major food products and for new products, and for advertising research
for all consumer products.
Allstate Insurance Company, Skokie, Illinois; 1966. Advertising copywriter.
BOARDS Wasatch Funds, Salt Lake City, Utah; December, 1986 to present. Member, Board
of Directors and Chair of Audit Committee for this mutual fund company.
ACADEMIC
AWARDS “Karl G. Maeser Excellence in Teaching” Award, Brigham Young University, Fall
2002. One of four recipients of the highest teaching award offered by the
university.
Holder, Fred G. Meyer Chair of Retailing, Marriott School of Management,
Brigham Young University, 1988 to present.
“Outstanding Teacher,” Institute of Business Management, Marriott School of
Management, Brigham Young University, 1993.

3. William R. Swinyard Page 3
Visiting Scholar and External Examiner, National University of Singapore, MBA
Program, School of Management, 1990–1992, 1994–1996.
“Outstanding Professor,” National University of Singapore, School of Management,
Honors Program, 1985.
“Outstanding Faculty Member,” Marriott School of Management, Brigham Young
University, 1984. The highest faculty award given by the School.
“Outstanding Professor,” Brigham Young University, MBA Class of 1982. One
such award per year is given by the graduating MBA class.
Exxon “Distinguished Teaching” Award, Brigham Young University School of
Management, 1982.
“Distinguished BYU Faculty Member,” Friends of the Open Door, Brigham Young
University, 1981.
“Outstanding Business Teacher,” Arizona State University, 1977.
“Business Teacher of the Year”, Southern Utah State College, 1972.
RESEARCH
AWARDS Proceedings of the 2003 European Applied Business Conference, Best conference
paper award, out of 604 papers presented.
International Journal of Retail and Distribution Management,”1998 Literati Best
Article Award.”
Finalist, the Journal of Marketing Research William F. O'Dell Award for the fifth-
year article “making the greatest contribution to marketing theory, methodology,
or practice,” 1988, in Journal of Marketing Research, vol 20, 1989
Outstanding Paper for 1988, in Journal of Advertising, vol 17, 1989.
Fred G. Meyer Chair of Retailing, first recipient, September, 1988.
Stephen Mack Covey Professor of Entrepreneurship and Small Business, first
recipient, September, 1986.
Winner, “BYU Second Annual Writing Contest on Learning,” 1984.
Research Associate, Marketing Science Institute, 1978 to 1986.
First place, American Marketing Association dissertation proposal competition;
recipient of AMA funding grant, 1975.
LISTINGS Who's Who in Business Higher Education, 2003 to present.
Who's Who in American Education, 1990 to present.
Who's Who in Advertising, 1989 to present.
International Who’s Who of Professionals, 1996 to present.
MEMBERSHIPS Association for Consumer Research
American Marketing Association
Western Marketing Educators’ Association
American Collegiate Retailing Association
Phi Kappa Phi (academic honor society)
REVIEW
APPOINTMENTS Journal of Retailing and Consumer Services, Reviewer, 1996 to present
Asian Journal of Marketing, Reviewer, 1992 to present
The International Review of Retail, Distribution and Consumer Research, Reviewer,
1994 to present
ACR Asia-Pacific Conference, ad hoc Reviewer, 2002–2003

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Journal of Consumer Research, ad hoc Reviewer, 1980–1983, 1992–1993, 1997
Journal of Advertising, Reviewer, 1978 to present.
Journal of Marketing Education, Reviewer, 1993 to present
Journal of Marketing Research, ad hoc Reviewer, 1983–1988, 1991–1994
AMS/ACRA National Retailing Conference, ad hoc Reviewer, 1994
Journal of the Academy of Marketing Science, ad hoc Reviewer, 1990–1991,
1993–1994
Singapore Marketing Review, Reviewer, 1984 to 1992
Asia-Pacific Journal of Management, Reviewer, 1984 to 1990
Pan Pacific Conference, Track Chair, ad hoc Reviewer, 1988 to 1993
World Marketing Congress, Track Chair, ad hoc Reviewer, 1988–1989
AMA Educator’s Conference, Reviewer, ad hoc 1978–1979, 1982–1985
AMA Dissertation Competition, ad hoc Reviewer, 1983–1985
AMA Conference on Services, ad hoc Reviewer, 1980, 1992
Advances in Nonprofit Marketing, ad hoc Reviewer, 1982
EDITORIAL & OTHER
APPOINTMENTS Associate Editor, Singapore Marketing Review, 1985 to 1992.
Editorial Board, Journal of Marketing Education, 1993 to present.
Advisory Board, AMA Special Interest Group for Retailing, 1994 to present
Editorial Board, Asian Journal of Marketing, 1992 to 2000.
Editorial Board, Journal of Advertising, 1988 to 1993.
Editor, issue on “Marketing Communication,” Journal of Business Research
1980-1983.
BOOKS/REFEREED
PUBLICATIONS Smith, Scott M., Chad Allred, and __________, “The Diffusion of Online Shop-
ping: Online Shoppers and the Computer Competence Index,” International Journal
of Internet Marketing and Advertising, 4 (1), (2007).
C.R. Allred, S.M. Smith and __________, "Online Shopper Segments," Proceedings
of the 13th International Conference on Retailing and Services Science, Budapest
Hungary, (July 2006).
Allred, Chad, Scott M. Smith, and __________, “E-Shopping Lovers and Fearful
Conservatives: A Market Segmentation Analysis,” International Journal of Retail
and Distribution Management, 34 (4), (May 2006) 308-333.
Malaika Brengman, Maggie Geuens, Bert Weijters, Scott M. Smith and_________,
“Segmenting Internet Shoppers Based on Their Web-usage-related Lifestyle: a
Cross-cultural Validation,” Journal of Business Research, 58 (1), (January 2005)
79-88.
Smith, Scott M. and __________, “In the Know: A Contrast of Online Shoppers
Classified by the Computer Literacy Index,” Proceedings of the 2004 European
Applied Business Conference, Edinburgh, Scotland (June 2004), paper 138.

5. William R. Swinyard Page 5
Kau, Ah-Keng, and __________, “Development of Singapore as an Educational
Hub in Asia: Opportunities and Challenges,” Proceedings of the 2004 Asia Forum
on Business Education, Shanghai, China (June 2004).
__________, and Scott M. Smith, “Activities, Interests, and Opinions of Online
Shoppers and Non-Shoppers,” International Business & Economics Research
Journal, 2004; 3 (4), 37-48.
Brown A.J., _________, and Ogle J., “Women in Academic Medicine: A Report of
Focus Groups and Questionnaires, with Conjoint Analysis,” Journal of Women's
Health, 2003;12 (10); 99-1008.
__________, and Scott M. Smith, “Activities, Interests, and Opinions of Online
Shoppers and Non-Shoppers: A Market Segmentation Analysis,” Proceedings of the
2003 European Applied Business Conference, Venice, Italy (June 2003), paper 118.
Best conference paper award, out of 604 papers presented.
__________, and Scott M. Smith, “Why People (Don’t) Shop Online: A Lifestyle
Study of the Internet Consumer,” Psychology & Marketing (July 2003), 20, 7,
567–597. Lead article.
__________, “The Effects of Salesperson Mood, Shopper Behavior, and Store Type
on Customer Service,” Journal of Retailing and Consumer Services, 10 (2003),
323–333.
Rhoads, Gary K., __________, Michael D. Geurts, and William D. Price, “Retailing
as a Career: A Comparative Study of Marketers,” Journal of Retailing (Spring 2002)
78 (1) 71–76.
__________, Ah-Keng Kau, and Hui-Yin Phua, “Quality of Life in Singapore: An
Analysis of the Influence of Materialism and Religiosity,” Proceedings of the ACR
2002 Asia-Pacific Conference, Beijing (May 2002), 5, 282–3.
__________, Ah-Keng Kau, and Hui-Yin Phua, “A Meta-Analysis of the Relation-
ships between Happiness, Materialism, and Spirituality in the U.S. and Singapore,”
Proceedings of the ACR 2002 Asia-Pacific Conference, Beijing (May 2002), 5,
246–7.
Brengman, Malaik, Maggie Geuens, Scott Smith, and __________, “Segmenting
Internet Shoppers Based On Their Web-Usage-Related Lifestyle: A Cross-Cultural
Validation,” [electronic version published 6 Nov 2002] Journal of Business Re-
search, retrieved from:
http://www.sciencedirect.com/science?_ob=IssueURL&_tockey=%23TOC%235850%239999%23999
999999%2399999%23FLA%23Articles_in_Press&_auth=y&_acct=C000050221&_version=1&_urlV
ersion=0&_userid=10&md5=8136a1a1a830e29a6fabd85d25f666d1

6. William R. Swinyard Page 6
Smith, Scott M. and _________, “Fear of Technology and Its Influence on the Diffusion
of Online Shopping Behavior,” Proceedings of the Tenth Biennial World Marketing
Conference, Cardiff Wales, UK (May 2001).
__________, Ah-Keng Kau, and Hui-Yin Phua, “Happiness, Materialism, and
Religious Experience in the U.S. and Singapore,” Journal of Happiness Studies
(May 2001) 2, 13–32.
Kau, Ah-Keng, __________, and Joyce H. L. Koh, “Factors Influencing Export
Adoption and Behavior: an Empirical Study of Singapore Manufacturers,” Interna-
tional Council For Small Business, 2001 ICSB Naples Conference Proceedings
(June 2001), 123–125.
Brengman, Malaik, Maggie Geuens, Scott Smith, and __________, “Segmenting
Internet Users Based On Their Web-Usage-Related Lifestyle: A Cross-Cultural
Validation, Eighth Cross Cultural Research Conference Proceedings (December
2001), 220–225.
Morrison, Timothy G., James S. Jacobs, and __________, “Reading Aloud to
Students: A National Probability Study of Classroom Teaching Practices of Elemen-
tary School Teachers”, Reading Psychology (2000) 21, 171–193.
__________ and Ah-Keng Kau, “Quality-of-Life in Singapore vs the United States:
An Analysis of the Influence of Materialism and Religiosity,” Proceedings of the
Pan Pacific Converence IVII, Gold Coast Australia (May/June 2000), 4–6.
__________ and Ah-Keng Kau, “Kid Pleasers to Service Lovers: Singapore’s Five
Segments of Fast-food Patronage,” Journal of Segmentation in Marketing (2000) 4,
1, 5–26.
__________, Darral G. Clarke, Emily Ashman, and Merrill Oveson, “Direct
Marketing, Data Mining, and Decision Trees: Comparing the Effectiveness of
Analytical Methods,” Journal of Targeting, Measurement & Analysis for Marketing
(1999), 7, 4, 387–407.
Smith, Scott M. and __________, Introduction to Marketing Models, Internet-
published text, Brigham Young University (January 1999), retrieved from:
http://marketing.byu.edu/htmlpages/courses/693r/modelsbook.html
__________, Darral G. Clarke, Richard Oveson, and Merrill Oveson, “Direct
Marketing, Data Mining, and Decision Trees: The Use of CHAID Analysis in
Market Segmentation,” Journal of Targeting, Measurement & Analysis for Market-
ing (1999), 7, 3, 227–244.
Honneycutt, Earl D., Jr., John B. Ford, Michael J. Swenson, and __________,
“Student Preferences for Sales Careers Around the Pacific Rim,” Industrial Market-
ing Management (1999), 28, 27–36.

7. William R. Swinyard Page 7
Morrison, Timothy G., James S. Jacobs, and __________, “Do Teachers Who Read
Personally Use Recommended Literacy Practices in Their Classrooms?” Reading
Research and Instruction (Winter 1999) 38, 2, 81–100.
__________, Darral G. Clarke, Richard Oveson, and Merrill Oveson, “Market
Segmentation for Profitable Direct Marketing Through the Use of Discriminant
Analysis,” Journal of Targeting, Measurement & Analysis for Marketing (Fall 1998)
7, 1, 25–39.
__________, “Spiritual Solace on Two Wheels: The Motorcycle Mystique and
Rider Segments,” Journal of Segmentation in Marketing (1998), 2, 2, 7–25.
__________, “Shopping Mall Customer Values: The National Mall Customer and
the List of Values,” Journal of Retailing and Consumer Services (July 1998), 5, 3,
167–172.
__________, “Retailing Trends in the United States: Competition, Consumers,
Technology, and the Economy,” (Fall 1997) International Journal of Retail and
Distribution Management, 25, 8, 244–255. 1998 Literati Best Article Award.
__________, “Mall Shopper Values: A Descriptive Study of the U.S.,” Proceedings
of the Pan Pacific Conference XIV, Kuala Lumpur, Malaysia (June 1997), 265–268.
__________, “Time-Saving Segments Among Business Professionals,”Proceedings
of the Pan Pacific Conference XIV, Kuala Lumpur, Malaysia (June 1997), 403–407.
__________, Heikki Rinne and Ah Keng Kau, “The Morality of Software Piracy: A
Cross-Cultural Analysis,” in Hollinger, Richard (ed.), The International Library of
Criminology, Criminal Justice, and Penology: Crime, Deviance and the Computer
(November 1996), Dartmouth Publishing Co. Ltd: Aldershot, England.
__________, Gary Rhoads, and Michael Geurts, “Understanding Why Retail
Employees Buron Out: Improving the Quality of Work Life in Retail Positions,”
Book of Abstracts, 3rd Recent Advances in Retailing and Services Science (July
1996), Telfsbuchen, Austria.
__________, “The Hard Core and Zen Riders of Harley Davidson: A Market-Driven
Segmentation Analysis,” Journal of Targeting, Measurement and Analysis for
Marketing (June 1996) 4, 4, 337–362.
__________, “The Impact of Mood and Retail Sales Person Credibility on Shopper
Attitudes and Behavior,” The International Review of Retail, Distribution and
Consumer Research (October 1995) 5, 4, 489–502.
__________ and Heikki Rinne, “Segmenting the Discount Store Market: The
Domination of the Difficult Discounter Core,” The International Review of Retail,
Distribution and Consumer Research (April 1995) 5, 2, 123–145.

8. William R. Swinyard Page 8
__________, Frederick W. Langrehr and Scott Smith, “Determinants of the Appeal
of Retail Management Careers,” Retailing: Theories and Practices for Today and
Tomorrow, Volume VII (1994), 103–105.
__________, “The Interaction of Mood Effects and Salesperson Expertise,” Pro-
ceedings of the Pan Pacific Conference XI,” Bangkok, Thailand (June 1994).
__________ and Heikki Rinne, “The Six Shopping Worlds of Baby Boomers,”
Business Horizons (September–October 1994), 37, 5, 64–69.Also abstracted in “Re-
tailing Review” in Stores (January 1995).
__________ and David B. Whitlark, “The Effect of Consumer Dissatisfaction on
Store Re-purchase Intentions: A Little Goes a Long Way,” The International Review
of Retail, Distribution and Consumer Research (July 1994) 4, 3, 329–344.
__________, “The Effects of Mood, Involvement, and Quality of Store Experience
on Shopping Intentions,” Journal of Consumer Research (September 1993), 20, 2,
271–280.Also abstracted in “Retailing Review” in Stores (January 1994).
__________, “Retail Banking Customers: Lifestyle Characteristics and Needs,” Pro-
ceedings of the Pan Pacific Conference X, Beijing, China (June 1993), 218–220.
__________, “Why People Shop: Characteristics Affiliated with the Choice of a
Discount Store,” Proceedings of the Decision Sciences Institute, Second Interna-
tional Meeting, Seoul, Korea (June 1993), 455–459.
__________ and Kwabena Anyane-Ntow, “The Ethics of Business Students in
Business Environments,” Proceedings of the Western American Accounting
Association, San Diego, CA (August 1993), 250–253.
__________, Mary Anne Graf and Diane D. Tanner, “Optimizing Patient and
Physician Satisfaction: A Conjoint Analysis Approach,” Health Care Management
Review (Fall 1993) 18, 4, 34–43.
__________ and Kwabena Anyane-Ntow, “Influential Factors Affecting the
Decisions of Business Students on Ethical Issues in Business Environments,”
Proceedings of the Mid-Atlantic American Accounting Association, Arlington, VA
(July 1993), 333–336.
Swenson, Michael J., __________, Frederick W. Langrehr, and Scott M. Smith,
“The Appeal of Personal Selling as a Career: A Decade Later,” Journal of Personal
Selling and Sales Management (Winter 1993) 8, 1, 51–64.
__________ and Heikki Rinne, “Christmas Customers at Discount Department
Stores: A National Survey,” Retail Business Review (September 1992) 60, 8, 16–24.

9. William R. Swinyard Page 9
__________ and David B. Whitlark, “Prospect Theory and Its Effects on Customer
Expectations, Satisfaction, and Intentions,” Proceedings: Frontiers in Services
Conference, Nashville, TN (September 1992).
__________, “The Quality of Customer Service: The Influence of Involvement on a
Bad Shopping Experience,” Proceedings of the Pan Pacific Conference IX, Calgary,
Alberta (June 1992), 297–300.
__________, “An Opportunity-based Model of Customer Service,” The Interna-
tional Review of Retail, Distribution and Consumer Research (January 1992) 2,
1,1–12.
__________, Fred W. Langrehr and Scott M. Smith, “The Appeal of Retailing as a
Career: A Decade Later,” Journal of Retailing (Winter 1991) 67, 4, 451–466.
Cheng, Peng-Sim and __________, “The Influence of Cultural Dynamics on Family
Purchase Roles: Chinese versus American Husbands and Wives,” Singapore
Marketing Review (1991) 6, 101/8/91, 5–18.
__________, Heikki Rinne and Ah-Keng Kau, “The Morality of Software Piracy: A
Cross-Cultural Analysis,” Journal of Business Ethics (1990) 9,655–664.
__________ and Thomas J. DeLong, “Moral Choices and Their Outcomes,”
Brigham Young University Studies (1990) 30, 2,17–31.
__________, Heikki Rinne and Ah-Keng Kau, “Software, Copyright Violation, and
Ethics: A Tradeoff Analysis Study of Singapore and the United States,” Proceedings
of the Pan Pacific Conference, Sydney, Australia (1989), 371–373.
McNeil, Dennis L. and __________, “The Effects of Comparative Information,
Brand Name, and Product Class on Consumer Decision Making,” Singapore
Marketing Review (1989) 4, 127, 21–33.
__________, Thomas J. DeLong and Peng Sim Cheng, “The Relationship between
Moral Decisions and Their Consequences: A Tradeoff Analysis Approach,” Journal
of Business Ethics (1989), 8, 289–297.
Smith, Scott M. and __________, Introduction to Marketing Models with Lotus 1-2-
3: Manual for Instructors, Homewood, IL: Richard D. Irwin Co. (1989), 165pp.
Smith, Robert E. and __________,”Cognitive Response to Advertising and Trial:
Belief Strength, Belief Confidence and Product Curiosity,” Journal of Advertising
(1988) 17, 3, 3–15.
“The Transgression of Ethical Belief in Business: Where Do You Draw the Line?”,
(with Thomas J. DeLong and Peng Sim Cheng), Proceedings of the Pan Pacific
Conference V, Singapore (May 1988), 573–573.

10. William R. Swinyard Page 10
Introduction to Marketing Models with Lotus 1-2-3, (with Scott M. Smith), Home-
wood, IL: Richard D. Irwin Co., text and cases plus disk of Lotus v2.01 spreadsheet
software (1988), 234 pp.
__________ and Leow Ger Ghee, “Adoption Patterns of New Banking Technology
in Southeast Asia,” in Technology in Banking, (Barbara R. Lewis, Ed.), a special
issue of The International Journal of Bank Marketing (1987), 5, 4, 35–48.
__________ and Cheng-Peng Sim, “Family Decision Making: A Cross-Cultural
Perspective,” Proceedings of the Pan Pacific Conference IV (May 1987) 183–188.
__________ and Cheng-Peng Sim, “Perceptions of Children’s Influence on Family
Decision Processes,” The Journal of Consumer Marketing 1, 4 (Winter 1987),
25–37.
__________ and Leow Ger Ghee, “Barriers to ATM Card Diffusion,” Singapore
Marketing Review, 1 (March 1986), 39–44.
__________ and Kenneth D. Struman, “Market Segmentation: Finding the Heart of
Your Restaurant Market,” The Cornell Quarterly, 27 (May 1986), 88–96.
__________ and Leow Ger Ghee, “Service Innovation Adopters: An Application of
Multiple Discriminant Analysis to the Study of Automated Teller Machine Card-
holders,” Asia-Pacific Journal of Management, 3 (May 1986), 2.
Wee, Chow-Hou and __________, “A Comparative Study of Fast Food in Singa-
pore,” (with Wee Chow Hou), Singapore Marketing Review, 8 (January 1986),
23–36.
__________, “Market Segmentation of Retail Bank Services: A Model for Man-
agement,” (with others), Journal of Retail Banking (Fall 1984) 6, 3.
Smith, Robert E. and __________, “Attitude-Behavior Consistency: The Impact of
Product Trial versus Advertising,” Journal of Marketing Research, 20 (August
1983), 257-267.
__________, “Changing Behavior by Changing Perceptions: A Labeling Perspec-
tive,” Proceedings of the European Marketing Academy, Grenoble, France, 1983.
__________, “Special Section on Marketing Communications,” Journal of Business
Research, 11 (June 1983), 171-172.
Smith, Robert E. and __________, “Information Response Models: An Integrated
Approach,” Journal of Marketing, 46 (Winter 1982), 81-93.
__________, “The Appeal of Retailing as a Career,” Journal of Retailing, 57
(Winter 1981- 82), 86-97.

11. William R. Swinyard Page 11
Dennis L. McNeill and __________, Comparative Product Information and Its Inter-
action with Brand Name and Product Type, (with Dennis L. McNeill), Marketing
Science Institute (1981), 60pp.
__________, “Importance-Performance Analysis in the Marketing of Services,”
Tenth Western Aids Proceedings, M.D. Geurts and T.N. Lee, Eds. (1981), 81-84.
__________, “The Interaction Between Comparative Advertising and Copy Claim
Variation,” Journal of Marketing Research, 18 (May 1981), 175-186.
__________, “The Impact of Social Labeling on Buyer-Seller Interactions: A
Preliminary View,” Buyer-Seller Interactions: Empirical Research and Normative
Issues, Arch G. Woodside and Peter Reingen, Eds. (1981).
__________, “Strategy Development with Importance/Performance Analysis,”
Journal of Bank Research, 10 (Winter 1980), 228-234.
__________ and Michael L. Ray, “Effects of Praise and Small Requests on Recep-
tivity to Direct-Mail Appeals,” Journal of Social Psychology, 108 (Fall 1979),
177-184.
__________ and Charles H. Patti, “The Communications Hierarchy Framework for
Evaluating Copytesting Techniques,” Journal of Advertising, 8 (Summer 1979),
17-22.
__________, “How Many Ad Exposures is a Sales Call Worth?” Journal of Adver-
tising Research, 19 (February 1979), 29-36.
Smith, Robert E. and __________, “Involvement and the Hierarchy of Effects: An
Integrated Framework,” (with Robert E. Smith) Proceedings of the American Mar-
keting Association’s Tenth Annual Attitude Research Conference, (ed. George
B. Hafer), 1979.
__________ and Kenneth A. Coney, “Promotional Effects on a High versus Low
Involvement Electorate,” (with Kenneth A. Coney) Journal of Consumer Research,
5 (June 1978), 41-48.
__________, “Small Requests, Labeling, and Giving Blood: A Field Experiment,”
Proceedings of the Annual Conference of the American Academy of Advertising,
(ed. S.E. Permut) 1978, 182-184.
__________, “A Research Approach to Restaurant Marketing,” The Cornell
Quarterly, 17 (February 1977), 62ff.
__________, “Market Segmentation in Retail Service Industries: A Multi-attribute
Approach,” Journal of Retailing, 53 (Spring 1977) 27ff.

12. William R. Swinyard Page 12
__________ and Michael L. Ray, “Advertising-Selling Interactions: An Attribution
Theory Experiment,” Journal of Marketing Research, 14 (November 1977).
EDITOR-REVIEWED
PUBLICATIONS Smurthwaite, Emily A. and __________, “Outside the Tanner,” Marriott School
Magazine, Winter 2005, in print and online here:
http://marriottschool.byu.edu/marriottmag/winter05/features/spfeature1.cfm?loc=fea
ture
__________, and Scott Smith, “Shopping Online: Who’s Putting Their Money
Where Their Mouse Is?,” Marriott Alumni Magazine, Fall 2003, 22–26.
__________, “The Truth about Bikers: Zen and the Hard Core,” published by Elhert
Powersports. Online at http://www.ehlertpowersports.com/mc/mag/
Nov97AMRIDER/truthbiker/truthbiker.html, 1997.
__________, “The Use of Creative Tools in Focus Groups,” (Chapter 2 in Richard
C. Ireland, Handbook of Focus Group Research in Health Care), Snowmass Insti-
tute, 1996.
__________, “L & T Enterprises,” a case in Evans, Joel and Barry Berman, Retail
Management: A Strategic Approach, 7th Edition, Prentice Hall (1996).
__________, Key Research Themes in Retailing: 1995–1997, Institute of Retail
Management: 1995, 8 pp.
__________, “The Truth About Bikers: Zen and the Hard Core, Part II,” American
Rider, July/August 1995, 62–65.
__________, “Zen and the Hard Core: What Kind of Rider Are You, Anyway?,”
American Rider, May/June 1995, 87–89.
__________, Key Research Themes in Retailing: 1995–1997, Institute of Retail
Management: 1995, 8 pp.
__________, The Zen Riders and Hard Core of Harley Davidson Riders: A National
Segmentation Study, Institute of Retail Management, 1994, 23pp.
__________, “How Customer Mood, Involvement, and Store Experiences Affects
Shopping Intentions,” Stores, Retailing Review section (Summer 1994).
__________, The Six Discount Shopper Segments of Babyboomers (with Heikki
Rinne), monograph, Skaggs Institute of Retail Management, 1993, 22pp.
__________ and Thomas DeLong, “Choosing the Right: BYU and the National
University of Singapore,” Exchange, Brigham Young University, Marriott School of
Management, Fall 1993, 24–31.

13. William R. Swinyard Page 13
__________, “Discounters: A Competitive Study,” Stores (with Heikki Rinne)
(December 1992), 54–58.
Rinne, Heikki and __________, Christmas Retailing Study: A National Survey of
Discount Department Store Customers, (with Heikki Rinne), Technical Report,
Skaggs Institute of Retail Management, Brigham Young University, 1992, 73pp.
__________, “South Gate West,” a case in Weitz, Barton, Retail Management
(1991), Homewood, Illinois: Irwin, 551.
__________, “The Silk Emporium,” a case in Weitz, Barton, Retail Management
(1991), Homewood, Illinois: Irwin.
__________, “Stan’s Shirts,” a case in Weitz, Barton, Retail Management (1991),
Homewood, Illinois: Irwin.
__________, Key Research Themes in Retailing: 1990–1993, Skaggs Institute of
Retail Management: 1989, 45 pp.
__________, “ATM Users: A Retailing Target,” MarkeTrend Micro Marketing
News, (Impact Resources, Columbus, Ohio), 3, 8 (June 1989), 2.
__________, The Importance of Undergraduate SOM Applicant Attributes: The
View of BYU Recruiters, 1988, monograph, 22pp.
Heikki Rinne and __________, “Market Segmentation in Retailing: Identifying the
Customer,” (with), Exchange, Brigham Young University, Marriott School of
Management (Fall 1988), 4–7.
Heikki Rinne and __________, “Retailing Strategy: Developing a Desired Identity,”
Exchange, Brigham Young University, Marriott School of Management (Fall 1988),
8–11.
Heikki Rinne and __________, Information Display Board: An Interactive Tool for
Research in Human Behavior, Turbo-Pascal-based PC software package, with
documentation, 1988.
Heikki Rinne and __________, Convenience Store Buyers Find the Market Sweeter
than Ever,” Candy Marketer 2 (September/October 1986), 14ff.
Heikki Rinne and __________, “Drug Store Buyers Find Sweet Bottom Line,”
Candy Marketer (March–April 1986), 22–25.
__________ and Kenneth A. Coney, “Promotional Effects on a High versus Low
Involvement Electorate,” reprinted in (Jagdesh Sheth and Bruce I. Newman, Eds.)
Political Marketing: Readings and Annotated Bibliography, American Marketing
Association, Chicago: November 1985, 177–183.

14. William R. Swinyard Page 14
__________, “The Hi Power Beverage Company,” a case reprinted in Charles
H. Patti and John H. Murphy, Cases in Advertising and Promotion Management,
John Wiley: 1983.
__________, “On Campus, Selling is Still a Tough Sale,” Sales and Marketing
Management (August 16, 1982), 58-59.
__________, “Budgeting on the Apple,” Compute: The Journal for Progressive
Computing, 17 (October 1981), 72-75.
__________, Effects of Name Calling and Small Requests on Receptivity to
Direct-Mail Appeals, Research Paper No. 480, Stanford University: Graduate
School of Business, 1979.
__________, “How Many Direct Mail Ad Exposures is a Sales Call Worth?” The
Clark O’Niell Indicia (November 1979), 1–6.
__________, “The Hi-Power Beverage Company,” a case in Charles H. Patti and
John Murphy, Advertising Management: Strategy and Tactics, Columbus: Grid
Publishing, Inc., 1978, 1982, 1987, 1993, 263-267.
__________, Book review of L. Adler and C. S. Mayer, Managing the Marketing
Research Function, which appeared in the Journal of Marketing Research, 14
(November 1977), 620-621.
__________, Impediments to the Commercialization of Solar Energy in Arizona,
(with others), Arizona Solar Energy Research Commission and the Bureau of
Business and Economic Research, Arizona State University (1977), 56pp.
__________, Advertising-Selling Interactions, Research Paper No. 318, Stanford
University: Graduate School of Business, 1976.
PRESENTATIONS NOT
IN PROCEEDINGS __________, “Marketing Burnout, Salaries, and Work Week: Is Retailing Really
That Bad?” (with Gary Rhoads and Michael Geurts), to the Faculty of the National
University of Singapore, June 1996.
__________, “Retail Salaries, Work Week, and Burnout,” presentation to the
National Advisory Board, Brigham Young University, January 1996.
__________, “Market-defined Segmentation,” presentation to the Faculty of the
National University of Singapore, May 1995.
__________, “Shopper Segments in the Discount Store Market,” (with Heikki
Rinne), presentation at annual American Collegiate Retailing Association (ACRA)
meetings, Detroit, Michigan (April 1993).

15. William R. Swinyard Page 15
__________, “A Profile of the Wholesale Club Shopper,” (with Heikki Rinne),
presentation to annual NRF/ACRA meetings, New York (January 1993).
__________, “A Framework of Ethical Decision Making: Asia versus the United
States,” presentation to the faculty of the National University of Singapore, Gradu-
ate School of Business, 1991.
__________, “An Opportunity-Based Model of Customer Service,” National
Advisory Board, Brigham Young University, 1991.
__________, “Improving the Retailing Image: Recruiting College Graduates,”
International Mass Retail Association, Tempe, Arizona, 1991.
__________, “An Opportunity-Based Model of Customer Service,” presentation to
the National Advisory Board of the Skaggs Institute of Retail Management, BYU,
1991.
__________, “Marketing in a Market-Based Economy,” workshop presentation to
the China Management Training Program, General Electric Development, New
York, 1991.
__________, “Advanced Multivariate Data Analysis,” a two-session workshop
given to the faculty of the National University of Singapore, 1991.
__________, “The Appeal of Retailing as a Career: Ten Years Later,” presentation
to the National Advisory Board of the Skaggs Institute of Retail Management, BYU,
1990.
__________, “The Appeal of Retailing as a Career: A Decade Later,” (with Freder-
ick Langrehr and Scott Smith) National Advisory Board, Brigham Young Univer-
sity, 1990.
__________, “Retailing Strategy: A SWOT Analysis Approach,” Sundance, Utah,
1989.
__________, American Association of Collegiate Schools of Business (AACSB),
“Introduction to Marketing Model Building: Product Models and Pricing Models,”
Provo, Utah, May 1988.
__________, (with Heikki Rinne) “Segmentation of Retail Markets,” National
Retail Merchants’ Association Annual Meeting, New York City, 1986.
__________, Keynote speaker, Mountain West Venture Group, “Avoiding the
‘Better Mousetrap’ Fallacy,” Salt Lake City, Utah, October 1986.
__________, “Marketing Management in the 80's: Promises and Prospects,”
National University of Singapore, 1985.

16. William R. Swinyard Page 16
__________, Executive Workshop, “Multivariate Data Analysis”, Pacific Palisades,
1985.
__________, Western Marketing Educators Conference, Palm Springs, California,
“The Microcomputer in Business Education,” 1984.
__________, “Market Driven Segmentation,” presented at the University Interaction
Series, National University of Singapore, 1984.
__________, (with Robert E. Smith), “Low and High Involvement Models: Putting
Them Together,” presented at the AMA Conference on Involvement, New York
University, 1982.
__________, (with J. Patrick Kelly and Gary F. McKinnon), “Sales Response to
Advertised and Signed Merchandise: Phase Three,” presentation at the National
Retail Merchants Association Meetings, January 1982.
__________, “Importance-Performance Analysis in the Marketing of Services,” pre-
sented at the Western AIDS Conference, Hilo, Hawaii, 1981.
__________, “The Impact of Social Labeling on Buyer-Seller Interactions: A
Preliminary View,” presented at the American Marketing Association’s Conference
on Theoretical and Empirical Research on Buyer Seller Interactions, 1980.
__________, (with Doyle Robison) “Retail Internships,” presented to two groups:
• National Association of Chain Drug Stores, Human Resource Management
Conference (February 1979)
• Young President’s Association (June 1979)
__________, (with Doyle Robison) “Image of Retailing Careers,” presented to two
groups:
• National Retail Merchants Association Seminar on Human Resources in Mar-
keting (September 1979)
• National Association of Chain Drug Stores, Human Resource Management
Conference (February 1979)
__________, (with Robert E. Smith) “Involvement and the Hierarchy of Effects: An
Integrated Framework,” presented at the American Marketing Association’s Tenth
Annual Attitude Research Conference, 1979.
OTHER
PROFESSIONAL
ACTIVITIES Session Chair, European Applied Business Conference, Marketing Session, Venice,
Italy, June 2003.
Session Chair, ACR Asia-Pacific Conference, Cross-Cultural Research Session,
Beijing, 2002.

17. William R. Swinyard Page 17
Session Chair, Quality of Life Issues, Pan Pacific Conference 17, Kuala Lumpur,
Malaysia, June 2000.
Session Chair, Emerging Issues in Human Resources, Pan Pacific Conference 14,
Kuala Lumpur, Malaysia, June 1997.
Discussant (“Topics in Merchandising”), Panelist (“Retail Education: Trends in the
90s”), Special Conference Series VII, joint meetings of the Academy of Marketing
Science and the American Collegiate Retailing Association, Richmond, VA, 1994.
Session Chair, Distribution I, Pan Pacific Conference X, Beijing, China, 1993.
Presentation, “Christmas Discount Shoppers,” National Advisory Board, Brigham
Young University, 1993.
Session Chair, Research in Marketing, Pan Pacific Conference IX, Calgary, Alberta,
Canada, 1992.
Discussant, Western Marketing Educators’ Conference, Las Vegas, Nevada, 1990.
Session Chair, Business Ethics, Pan Pacific Conference VI, Sydney Australia, 1989.
Instructor, China Management Program, a GE program for 40 Mainland Chinese
plant managers and government officials, Crotonville, NY, 1987, 1989.
Session Chair, “Retailing: Its Present and Future,” co-hosted by the Academy of
Marketing Science and the American Collegiate Retailing Association, Charleston,
SC, 1988.
Session Chair, Pan Pacific Conference IV, Taipei, Taiwan, 1987.
Discussant, Western Marketing Educators’ Conference, Palm Springs, California,
1984.
Session Chair, Western Marketing Association Annual Conference, Sacramento,
California, 1983.
Panelist, “Attribution Theory Marches On,” Ninth Annual Conference of the
Association for Consumer Research, 1978, (Carol A. Scott, session chair)
(with Charles H. Patti) Seminar Presentation, “Promoting the Small Business,”
Center for Executive Development, Arizona State University, 1976 and 1977.
Case presentation, “The Hi-Power Beverage Company,” Intercollegiate Case
Workshop, Arizona State University, 1976.
Panelist, “The Value of the Written Case,” at the Intercollegiate Case Workshop,
Arizona State University, 1976.