Terry College of Business Winder, GA 30680

1

MELVIN R. CRASK

Address

Marketing Department 897 Moon Bridge Rd.

Terry College of Business Winder, GA 30680

University of Georgia (770) 307-1634

Athens, GA 30602

(706) 542-2123

Education

BS -- Indiana University, 1970

MBA -- Indiana University, 1973

DBA -- Indiana University, 1975

Affiliations

Research Assistant, Indiana University, Jan. 1971 - Aug. 1972.

Associate Instructor, Indiana University, Sep. 1972 - Aug. 1974.

Assistant Professor, University of Georgia, Sep. 1974 - Aug.

1978.

Associate Professor, University of Georgia, Sep. 1978 - Aug.

1981.

Director of Leisure Studies and Tourism Research, Small Business Development Center, University of Georgia, Oct. 1978 - Aug. 1981.

Visiting Associate Professor, Indiana University, Sep. 1981 - May 1982.

Acting Director of Graduate Programs, University of Georgia, Sep. 1985 - June 1986.

Director of Graduate Programs, University of Georgia, Sep. 1987 - Sep. 1991.

Associate Professor, University of Georgia, June 1982 - Present.

Director, MBA Programs, University of Georgia, January 2000 -

Present.

Honors

Member, Beta Gamma Sigma National Honorary.

Fellow, Eighth Annual American Marketing Association Doctoral Consortium.

Recipient, Outstanding Young Man Award from National JayCees.

Honored as Outstanding Faculty Member at Honors Day ceremonies, 1978, 1984, University of Georgia.

Recipient, Outstanding Paper Award, Southern Marketing

Association,1988.

Listed in Who's Who in Advertising, Who’s Who in Media and Communications.

Work has been cited nearly 300 times in scholarly journals by

other authors.

Publications

Refereed articles and papers

Crask, Melvin R. and David B. Mackay (1974). "Spatial Cognition:

A Concept and Instrument for Marketing Logistics," Proceedings,

Sixth Annual Conference of the American Institute for Decision

Sciences,4-7.

Crask, Melvin R. and David B. Mackay (1976). "Measuring the

Retail-Consumer Link in Consumer Logistics,"International

Journal of Physical Distribution, 6(5), 252-261.

Crask, Melvin R. (1976). "A Micro-Analytic Model of Patronage

Behavior," Proceedings, Eighth Annual Conference of the

American Institute for Decision Sciences, 556-8.

Crask, Melvin R., Dianne Lanier, Fred Trawick, Charles Woodliff,

and Fred D. Reynolds (1976). "The Modern Masculine Life Style,"

Proceedings, Association for Consumer Research,242-6.

Crask, Melvin R. and William D. Perreault, Jr. (1977).

"Validation of Discriminant Analysis in Marketing Research,"

Journal of Marketing Research, 14(1),60-68.

French, Warren A. and Melvin R. Crask (1977). "The Credibility of

Media Advertising for the Elderly," Proceedings, American

Marketing Association, (1977), 74-7.

Reynolds, Fred D., Melvin R. Crask and William D. Wells (1977).

"The Modern Feminine Life-Style," Journal of Marketing,

41,(3),38-45.

Harris, Clyde E., Jr., Melvin R. Crask and Richard R. Still

(1978). "A Comparison of Australian and U.S. Marketing

Strategies," Columbia Journal of World Business, 8(3), 87-94.

Crask, Melvin R. and Fred D. Reynolds (1978). "An Indepth Profile

of the Department Store Shopper," Journal of Retailing,54(3),

23-32.

Haney, Richard L., Melvin R. Crask and Hans R. Isakson (1978).

"The Gatekeeper Appraiser's Role in an Era of Higher Energy

Prices," Journal of the American Real Estate and Urban

Economics Association, 6(2),186-203.

Harris, Clyde E., Richard R. Still and Melvin R. Crask

(1978)."Stability or Change in Marketing Strategy," Business

Horizons,21(4), 32-40.

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Crask, Melvin R. (1979). "A Simulation Model of Patronage

Behavior Within Shopping Centers," Decision Sciences, 10(1),1-

15.

Haney, Richard L., Jr. Melvin R. Crask and Hans R. Isakson (1979). "Hidden Cost of Federal Energy Legislation," California

Management Review, 22(3), 13-22.

Adams, Ronald J. and Melvin R. Crask (1979). "Consumer Media

Choices as a Function of Urbanization,@Proceedings,

Southwestern Marketing Association, (Abstract), 29.

French, Warren A., Melvin R. Crask and William C. Flewellen, Jr.

(1979)."The Treatment of Nearing Retirement Faculty," AACSB

Bulletin,15(3),6-10.

Crask, Melvin R. and Fred D. Reynolds (1980). "Print and

Electronic Cultures?," Journal of Advertising Research, 20(3),

(1980), 47-52.

Crask, Melvin R. (1981). "Segmenting the Vacationer Market:

Identifying the Vacation Preferences, Demographics, and

Magazine Readership of Each Group," Journal of Travel Research,

20(3), 29-34.

Adams, Ronald J., Melvin R. Crask and John M. Browning (1981).

"Some Attitudinal Correlates of Adult Opposition to Television

Advertising Directed at Children," Proceedings, Southern

Marketing Association, 200-203.

French, Warren A., Melvin R. Crask and Mary C. LaForge (1981).

"Segmenting the Elderly Market," Proceedings, American

Institute for Decision Sciences,248-50.

Adams, Ronald J., and Melvin R. Crask (1981). "Rural-Urban Life-

Style Patterns: Implications for Marketing," Proceedings,

Southwestern Marketing Association,43-4.

Crask, Melvin R. and Richard W. Olshavsky (1982). "The Multi-

Item, Multi-Stop Store Choice Process: An Exploratory Study,"

Proceedings, Association for Consumer Research, 173-6.

Heaton, Melanie L., Warren A. French and Melvin R. Crask (1982).

"Determinants of the Degree of Children's Influence over Their Mothers: Product Specific or Generalizable?," Proceedings,

American Institute for Decision Sciences,284-6.

Crask, Melvin R., W. Wray Buchanan and Don Self (1983). AThe

Marketing Concept in The Non-Profit Sector: Implemented or

Ignored?", in Proceedings, Southern Marketing Association,

5-9.

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French, Warren A., Melvin R. Crask and Fred H. Mader (1984).

"Retailers' Assessment of the Shoplifting Problem," Journal of

Retailing, 60(4), 108-115.

Crask, Melvin R. and Richard J. Fox (1988). "An Exploration of

The Interval Properties of Three Commonly Used Marketing

Research Scales: A Magnitude Estimation Approach," Journal of

the Market Research Society, 29,317-339.

Crask, Melvin R., Richard J. Fox and Jonghoon Kim (1988). "Mail

Survey Response Rates: A Meta-Analysis of Selected Techniques

for Inducing Response," Public Opinion Quarterly,52(4), 467-91.

Tanner, John F., Ellen Day and Melvin R. Crask (1989).

"Protection Motivation Theory--An Extension of Fear Appeals

Theory in Communication," Journal of Business Research, 19(4),

267-76.

Laskey, Hank, Ellen Day and Melvin R. Crask (1989). "Typology of

Main Message Strategies for Television Commercials," Journal of

Advertising, 18(1), 36-41.

John F. Tanner, Ellen Day and Melvin R. Crask (1988). "Protection

Motivation Theory: An Alternative to Fear Appeals in

Communication," Proceedings, Southern Marketing Association,

41-6.

Day, Ellen and Melvin R. Crask (1988). "How Are Strategic Choices

Translated Into Successful Marketing Action?", Handbook of

Business Strategy, 19-1 to 19-15.

Day, Ellen, Melvin R. Crask and Clyde E. Harris, Jr. (1989). "The

Marketing Mix: What Does It Take To Be Successful?" Business,

39(3), 32-40.

Crask, Melvin R. and Henry A. Laskey (1990). "A Positioning-based

Decision Model for Selecting Advertising Messages," Journal of

Advertising Research 30 (4), 32-38.

Day, Ellen, Melvin R. Crask and Gwen Hanks (1993). "A Stage

Approach to Understanding Adoption of Self-Protective Behaviors

and the Implications for Intervention Programs,@Proceedings,

Academy of Business Administration.

Laskey, Henry A., Melvin R. Crask, and Richard J. Fox (1994).

"Investigating the Impact of Executional Style on Television

Commercial Effectiveness," Journal of Advertising Research, 34

(6), 9-16.

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Laskey, Henry A., Melvin R. Crask, and Richard J. Fox (1995)."An

Exploration into the Relationship Between Advertising Message

Strategy and Television Commercial Effectiveness," Journal of

Advertising Research, 35 (2), 31-9.

Jaju, Anupam, and Melvin R. Crask (1999). "The Perfect Design:

Optimization Between Reliability, Validity, Scale Items, and

Response Rates," Proceedings, American Marketing Association

Winter Educator=s Meetings.

Day, Ellen and Melvin R. Crask (1999). "The Value of Value in

Satisfying, or Delighting, Customers," Proceedings, 1999

Consumer Satisfaction/Dissatisfaction &Complaining Behavior

Conference.

Day, Ellen and Melvin R. Crask (2000). "Value Assessment: The

Antecedent of Customer Satisfaction," The Journal of Consumer

Satisfaction, Dissatisfaction And Complaining Behavior, 13, 52-

60.

Pan, Yue and Melvin R. Crask (2001). "A Comparative Study of

Online Shoppers And Store-Prone Shoppers,” Proceedings, 2001

Academy of Marketing Science Conference, pp. 145-9.

Kwak, Hyokjin, George M. Zinkhan, and Melvin R. Crask

(forthcoming). “Diagnostic Screener for Compulsive Buying:

Applications to the USA and South Korea,” Journal of Consumer

Affairs.

Books And Monographs

Selling Fun: Marketing Recreation Programs, Athens: Institute of

Community and Area Development, (1983); co-authored with

Charles Clegg, W. Wray Buchanan, and Don Self.

Effective Bank Product Management: How To Be Successful in a Competitive Environment, Chicago: Bank Administration Institute, (1988); co-authored with Deborah L. Colletti,

Richard J. Fox, Jack L. Lindgren, and William J. Wickmann.

Marketing Research Principles and Applications, Englewood Cliffs, NJ: Prentice-Hall, Inc. (1995); coauthored with Richard J. Fox and Roy Stout.

Instructor' Manual for Marketing Research Principles and Applications, Englewood Cliffs, NJ: Prentice-Hall, Inc. (1995); co-authored with Richard J. Fox.

Test Item File for Marketing Research Principles and

Applications,Englewood Cliffs, NJ: Prentice-Hall, Inc. (1995);

co-authored with Richard J. Fox.

Other publications

"Department Stores vs. Discount Stores: An Academic's Point of View," in Competitive Structure in Retail Markets: The

Department Store Perspective, (1977) edited by Ronald W.

Stampfl and Elizabeth Hirschman, 33-42.

"How To Write Your Strategic Marketing Plan," in Strategic Marketing, (1984) prepared by Michael A. Spronck for Associated Equipment Dealers.

Chapter 5: Data Collection Methods in Principles of Marketing

Research an independent study course developed by the Marketing

Research Association Institute, Inc.

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Selected Corporate Training Activities

Marketing instructor for the Venezuelan Advanced Management

Program held February 1976 at the Instituto de Estudios

Superiores de Administration, Caracas, Venezuela.

Taught in the Moore-Handley Management Development Program, 1976.

Taught in the Southeastern Credit Union School, 1977.

Taught in the Georgia Banking School, 1978.

Conference coordinator and instructor for conference entitled

"Developing a Recreation Department Marketing Plan," 1980, at

Callaway Gardens, Ga.

Conducted seminar entitled "The Use of Magnitude Estimation in

Marketing Research," for the marketing research department,

Frito-Lay, Inc., Dallas, Texas, 1984.

Taught in the Georgia Institute for Organizational Management

program at the Georgia Center for Continuing Education, 1992.

Taught in the Customer Research for Electric Utilities program at

the Georgia Center for Continuing Education, 1992, 1993, 1994.

Conducted a three-day Marketing Strategy seminar for Cisco

Systems, 1996.

Program presenter at the IBM 1998 Worldwide Market Intelligence

Conference in Rye, New York, 1998.

Taught Marketing Research Core Body of Knowledge programs for IBM

in Mexico City, Mexico; Caracas, Venezuela; and Raleigh-Durham,

North Carolina 1998-99.

Program presenter at the IBM 1999 Worldwide Market Intelligence

Conference in Rye, New York, 1999.