Previous Recipients | William F. O'Dell Award

2012
Nina Mazar, On Amir, and Dan Ariely
"The Dishonesty of Honest People: A Theory of Self-Concept Maintenance"
Vol. 46, No. 6, June 2008

2011/2012
Pierre Chandon and Brian Wansink
Is Obesity Caused by Calorie Underestimation? A Psychophysical Model of Meal Size Estimation
Vol. 44, No. 1, February 2007

2011
Judith A. Chevalier and Dina Mayzlin
The Effect of Word of Mouth on Sales: Online Book Reviews,” 
Vol.,  No 3, August 2006

2010
Baba Shiv, Ziv Carmon, and Dan Ariely
"Placebo Effects of Marketing Actions: Consumers May Get What They Pay For"
Vol. 42, No. 4, November 2005

2009
Sunil Gupta, Donald R. Lehmann, and Jennifer Ames Stuart
Valuing Customers
Vol. 41, No 1, February 2004

2008
Harald J. van Heerde, Sachin Gupta, and Dick R. Wittink
Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only 33% Is
Vol. 40, No. 4, November 2003

2007
Koen Pauwels, Dominique M. Hanssens, and S. Siddarth
"The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase Quantity"
Vol. 39, No. 4, November 2002 

2006
Vikas Mittal and Wagner A. Kamakura
"Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics"
Vol. 38, No. 1, February 2001

2005
Ravi Dhar and Klaus Wertenbroch
"Consumer Choice Between Hedonic and Utilitarian Goods"
Vol. 37, No. 1, February 2000

2004
Frenkel ter Hofstede, Jan-Benedict E.M. Steenkamp, and Michel Wedel
"International Market Segmentation Based on Consumer–Product Relations"
Vol. 36, No. 1, February 1999

2003
Susan M. Broniarczyk, Wayne D. Hoyer, and Leigh McAlister
"Consumers' Perceptions of the Assortment Offered in a Grocery Category: The Impact of Item Reduction"
Vol. 35, No. 2, May 1998

2002
Carl F. Mela, Sunil Gupta, and Donald R. Lehmann
"The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice"
Vol. 34, No. 2, May 1997 

2001
Stephen M. Nowlis and Itamar Simonson
"The Effect of New Product Features on Brand Choice"
Vol. 33, No. 1, February 1996

2000
Leonard M. Lodish, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, and Mary Ellen Stevens
"How T.V. Advertising Works: A Meta-Analysis of 389 Real-World Split Cable T.V. Advertising Experiments"
Vol. 32, No. 2, May 1995

1999
Gregory S. Carpenter, Rashi Glazer, and Kent Nakamoto
"Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes"
Vol. 31, No. 3, August 1994

1998
William Boulding, Ajay Kalra, Richard Staelin, and Valarie Zeithaml, "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions"
Vol. 30, No. 1, February 1993

1998
Peter Golder and Gerard Tellis
"Pioneer Advantage: Marketing Logic or Marketing Legend?"
Vol. 30, No. 2, May 1993

1997
Itamar Simonson and Amos Tversky
"Choice in Context: Trade Off Contrast and Extremeness Aversion"
Vol. 29, No. 4, November 1992

1996
John H. Roberts and James M. Lattin
"Development and Testing of a Model of Consideration Set Composition"
Vol. 28, No. 4, November 1991 

1995
Fareena Sultan, John U. Farley, and Donald Lehmann
"A Meta-Analysis of Applications of Diffusion Models"
Vol. 27, No. 1, February 1990 

1994
Gergory S. Carpenter and Kent Nakamoto
"Consumer Preference Formation and Pioneering Advantage"
Vol. 26, No. 3, August 1989 

1993
Sunil Gupta
"Impact of Sales Promotion on When, What, and How Much to Buy"
Vol. 25, No. 4, November 1988 

1992
Rajiv Grover and V. Srinivasan
"A Simultaneous Approach to Market Segmentation and Market Structuring"
Vol. 24, No. 2, May 1987 

1991
Donna L. Hoffman and George R. Franke
"Correspondence Analysis: Graphical Representation of Categorical Data in Marketing Research"
Vol. 23, No. 3, August 1986 

1990
John G. Lynch Jr.
"Uniqueness Issues in the Decompositional Model of Multiattribute Overall Evaluations: An Information Integration Perspective"
Vol. 22, No. 1, February 1985 

1989
Paul E. Green
"Hybrid Models for Conjoint Analysis: An Expository Review"
Vol. 21, No. 2, May 1984 

1988
Glen L. Urban and Gerald M. Katz
"Pre-Test-Market Models: Validation and Managerial Implications"
Vol. 20, No. 3, August 1983 

1987
Imran S. Currim
"Predictive Testing of Consumer Choice Models Not Subject to Independence of Irrelevant Alternatives"
Vol. 19, No. 2, May 1982 

1986
J. Paul Peter
"Construct Validity: A Review of Basic Issues and Marketing Practices"
Vol. 18, No. 2, May 1981 

1985
William D. Perreault Jr. and Forrest W. Young
"Alternating Least Squares Optimal Scaling: Analysis of Nonmetric Data in Marketing Research"
Vol. 17, No. 1, February 1980 

1984
Allan D. Shocker and V. Srinivasan
"Multiattribute Approaches for Product Concept Evaluation and Generation: A Critical Review"
Vol. 16, No. 2, May 1979 

1983
Alvin J. Silk and Glen L. Urban
"Pre-Test-Market Evaluation of New Packaged Goods: A Model and Measurement Methodology"
Vol. 15, No. 2, May 1978 

1982
Richard P. Bagozzi
"Structural Equation Models in Experimental Research"
Vol. 14, No. 2, May 1977 

1981 (two awards given)
Darral G. Clark
"Econometric Measurement of the Duration of Advertising Effect on Sales"
Vol. 12, No. 4, November 1976 

Gilbert A. Churchill Jr., Neil M. Ford, and Orville C. Walker Jr.
"Organizational Climate and Job Satisfaction in the Salesforce"
Vol. 12, No. 4, November 1976 

1980
William D. Wells, "Psychographics: A Critical Review"
Vol. 13, No. 2, May 1975 

1979 (two awards given)
Frank M. Bass
"The Theory of Stochastic Preference and Brand Switching"
Vol. 11, No. 1, February 1974

Richard M. Johnson
"Trade-Off Analysis of Consumer Values"
Vol. 11, No. 2, May 1974​