Harold H. Kassarjian

hal.kassarjian@csun.edu • (818) 677-4637 • JH 4138

Kassarjian received his doctorate in social psychology in 1960 from UCLA upon completion of a two year internship at a Veteran's Administration hospital. His first post- doctoral position was with a survey research firm with clients such as The New York Times, Los Angeles Times, Radio & TV stations, presidential candidate Nixon and other political candidates, as well as traditional marketing firms.

Although he has had visiting professor appointments at Illinois, Penn State, in Denmark, Mexico, Portugal, Armenia and at the Federal Trade Commission, his academic appointment has always been at UCLA.

He became Professor Emeritus in 1993 and joined California State University, Northridge in 1995 as Adjunct Professor.

Kassarjian has taught courses in consumer behavior, marketing, marketing research, mass communications, statis- tics, psychology and social psychology.

The Western Marketing Educators Association awarded him their prestigious "Educator of the Year" award in 1993.
 

His consulting appointments have ranged from governmental and regulatory agencies to private industry - often as an expert witness on marketing research and consumer behavior topics.

Kassarjian's best known publications cover such topics as personality and consumer behavior, cognitive dissonance, social character, roles of women and minorities in the mass media, content analysis methodology, and regulatory impact. He is a Fellow of the Association for Consumer Research, American Psychological Association, and the American Psychological Society; and has served as president of the Association for Consumer Research. He has been Section Editor of the Journal of Marketing, Co-Editor of the Journal of Consumer Research, Los Angeles Editor of the California Management Review and served on the editorial boards of Journal of Consumer Policy, Marketing Letters, and Journal of Public Policy and Marketing.

Some Publications include:

• "Some Effects of Marketing and Advertising Regulation," in P. E. Murphy and W. L. Wilkie (eds.), Marketing and Advertising Regulation: The Federal Trade Commission in the 1990's, University of Notre Dame Press, 1990, 263-277.
  
• Handbook of Consumer Behavior, with Thomas S. Robertson (eds.) Prentice-Hall, 1991, 614 pp.
  
• Perspectives in Consumer Behavior, with Thomas S. Robertson, 4th edition, Prentice Hall, 1991, 616 pp.
  
• "Scanner Bar Codes and Consumer Protection: An Empirical Study," with R. C. Goodstein and J. Escalas, Proceedings of the 21st Annual Conference of the European Marketing Academy, April 1992, 1339-1342.
  
• "Scholarly Traditions and European Roots of American Consumer Behavior," In G. Laurent, G. L. Lilian and B. Pras (eds.), Research Traditions in Marketing, Klewer, 1994, 265-279. Commentaries by critics on this work is on pages 280-287.
  
• "Zeitgeist and the Academy Awards," with D.A. Cours and W. M. Kassarjian, in W.F. van Raaij and G.Bamossy (eds.) European Advances in Consumer Research, Volume 1, 1993, 440- 443.
  
• "Some Recollections From a Quarter Century Ago," in F.R. Kardes and M. Sujan (eds.), Advances in Consumer Research, Volume 22, 1995, 550-552.