In the decades since publication of Churchill (1979), scale development in marketing has migrated in the direction of shorter scales and much smaller item pools. However, neither a justification for this trend, nor its implications for scale development, has been laid out. This paper focuses on...

This re-inquiry examines the robustness of research showing that rhetorical figures such as rhyme and metaphor can have a positive impact on consumer response to advertising. Prior empirical research explicitly directed subjects to process the ads and generally examined either visual or verbal...

Second of three appendices to:'http://ssrn.com/abstract=3011486' http://ssrn.com/abstract=3011486. Critiques design and construction of predecessor indices of 19th century US stocks, including Smith and Cole (1935), Goetzmann, Ibbotson and Peng (2001), Macaulay (1938) and Cowles (1938)

This paper describes an effort to extend the record of US stock market returns past the 1871 terminus of the Cowles (1938) data familiar from Schiller (2015). I combined the archival data supplied by Goetzmann, Ibbotson and Peng (2001) with data supplied by Sylla, Wilson and Wright (2006), and...

Little is known about the performance of the US stock market before 1802, and evidence for the years following 1802 through the 1830s remains scanty. This paper describes a new database on total returns in the US stock market for the first fifty years of its existence, constructed in large part...

When Jeremy Siegel published his Stocks for the Long Run thesis, little information was available on stocks before 1871 or bonds before 1926. But today, digital archives have made it possible to compute real total return on stock and bond indexes back to 1793. This paper presents that new market...

From 1857 scholars have relied on Macaulay (1938) to track changes in interest rates during the period before the Ibbotson data begin. Holding period returns, where of interest (e.g., Siegel 1992a, 1992b), have been calculated from summary yield inputs such as those tabulated by Homer (1963),...

US securities markets took root after Alexander Hamilton's refunding of the Federal debt in the early 1790s. Accordingly, a market in bonds has been in operation in the US for over two centuries. Until recently, however, little was known about bond market returns prior to 1857. This paper...