Mark Alpert
Professor Emeritus
Department: Marketing
Additional Titles: Professor
Industry Areas: Marketing Management, Marketing Metrics
Research Areas: Consumer Behavior, Marketing Communication, Marketing Metrics
Mark Alpert is a professor emeritus at The University of Texas at Austin’s McCombs School of Business. He joined McCombs in 1968 after teaching at California State University at Long Beach, and he also served as a visiting professor of business at the University of Pittsburgh. His interests in teaching and academia include marketing management, marketing research, and decision support for marketing managers.
In addition to his success in academia, Alpert is a respected author and researcher, having authored two books – “Pricing Decisions” and “Managerial Analysis in Marketing” — and having written several articles for prestigious journals such as the Journal of Marketing, the Journal of Marketing Research, the Journal of Communication, the Journal of Social Psychology, and the Journal of Urban Analysis. He has also authored and co-authored proceedings for the Association for Consumer Research, American Marketing Association and American Institute for Decision Sciences.
For his contributions to the field, Alpert has been invited to present papers at national conferences, and he has chaired the Research Methodology Track and the Buyer Behavior Track of the American Marketing Association Editors' Conference.
Alpert earned a B.S. in industrial management and mathematics from the Massachusetts Institute of Technology. From the University of Southern California, he earned an MBA, an M.S. in quantitative business analysis, and a DBA in marketing, economics and business economics, management, and quantitative business analysis.
ACADEMIC LEADERSHIP & AWARDS
2011 |
Professional Awards Journal of Retailing Outstanding Reviewer Award, 2003; 2009
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2003 |
American Risk and Insurance Association Research Prize
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1985 |
Alpha Kappa Psi Award-Winning Article for Outstanding Contribution to Marketing Practice, J. of Marketing
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Publications
Mark I. Alpert. Reflections on the (Wonderful) Work of Morris Holbrook, in Legends in Marketing--Morris B. Holbrook, Vol. 1: Traditional Decision-Oriented Approaches--Attitude, Information-Processing, and..Affect Models, Joel Huber, ed. Sage Publications, forthcoming.
Mark I. Alpert, Judy I. Alpert, and Elliot N. Maltz. 2005. Purchase Occasion Influence on the Role of Music in Advertising. Journal of Business Research 58, 369-376.
Mark I. Alpert and Rajagopal Raghunathan. 2003. Psychometrics of Hotel Service Quality: Comparative Factor Structures of Alternative Market Segments. International Business and Economics Research Journal 2(9), 33-40.
Patrick L. Brockett, Richard A. Derrig, Linda L. Golden, Arnold Levine, and Mark I. Alpert. 2002. Fraud Classification Using Principal Component Analysis of RIDITs. The Journal of Risk and Insurance 69, 341-371.
Linda L. Golden and Mark I. Alpert. 1993. A Neural Network Investigation of the Relationship Between Likelihood of Purchasing and Country-Product Image, in Proceedings of the Fourth Symposium on Cross-Cultural Consumer and Business Studies, 237-240.
Roland T. Rust, Wagner Kamakura, and Mark I. Alpert. 1992. Viewer Preference Segmentation and Viewing Choice Models for Network Television. Journal of Advertising 21, 1-18.
Judy I. Alpert and Mark I. Alpert. 1991. Contributions from a Musical Perspective on Advertising and Consumer Behavior. Advances in Consumer Research, 232-238.
Mark I. Alpert, Judy I. Alpert, and Gerald Albaum. 1991. Cross-Cultural Responses to Music in Advertising, in Proceedings of the Fifth World Marketing Congress, 90-95.
Mark I. Alpert, Judy I. Alpert, and Gerald Albaum. 1990. Crosscultural Patterns in Musical Imagery: Advertising Implications, in Proceedings of the Third Symposium on Cross-Cultural Consumer and Business Studies, 383-393.
Judy I. Alpert and Mark I. Alpert. 1990. Music Influences on Mood and Purchase Intentions. Psychology and Marketing 7, 109-134.
Judy I. Alpert and Mark I. Alpert. 1989. Background Music as an Influence in Consumer Mood and Advertising Responses. Advances in Consumer Research, 485-491.
Linda L. Golden, Mark I. Alpert, and John F. Betak. 1989. Psychological Meaning: Empirical Directions for Identification and Strategy Development. Psychology and Marketing 6, 33-50.
Linda L. Golden and Mark I. Alpert. 1987. Comparative Analysis of the Relative Effectiveness of One- and Two-Sided Communication for Contrasting Products. Journal of Advertising 16, 18-25, 68.
Mark I. Alpert, Judy I. Alpert, and Gerald Albaum. 1987. Response Set Bias and Cross-Cultural Measures of Attribute Importance, in Proceedings of the Second Symposium on Cross-Cultural Consumer and Business Studies, 121-124.
Rajendra K. Srivastava, Mark I. Alpert, and Allan D. Shocker. 1984. A Customer-Oriented Approach for Determining Market Structures. Journal of Marketing 48, 32-45.
Roland T. Rust and Mark I. Alpert. 1984. An Audience Flow Model of Television Viewing Behavior. Marketing Science 3, 113-124.
Mark I. Alpert, John McGrath, and Judy I. Alpert. 1984. Magic Prices: An Extension, in Proceedings of American Institute for Decision Sciences Western Region, 111-113.
Roland T. Rust and Mark I. Alpert. 1984. On Establishing a Dialogue on Television Viewing Research. Marketing Science 3, 126-127.
Wayne D. Hoyer and Mark I. Alpert. 1983. Additional Theory and Data Contrasting Measures of Attribute Importance, in Proceedings of the American Marketing Association, 78-82.
Mark I. Alpert, Linda L. Golden, and Wayne D. Hoyer. 1983. The Impact of Repetition on Advertisement Miscomprehension and Effectiveness, in Advances in Consumer Research, 130-135.
Rajendra K. Srivastava and Mark I. Alpert. 1982. Customer-Oriented Approaches to Identifying Product-Markets: The Validity of Substitutability Measures, in Analytic Approaches to Product and Marketing Planning, Rajendra K. Srivastava, and Allan D. Shocker, eds. Cambridge, MA, 26-57.
Mark I. Alpert and Linda L. Golden. 1982. The Impact of Education on the Relative Effectiveness of One-Sided and Two-Sided Communications, in Proceedings of the American Marketing Association, 30-33.
Linda L. Golden, Mark I. Alpert, and John F. Betak. 1980. A Programmatic Research Approach to Transit Marketing. Traffic Quarterly 34, 627-647.
Elizabeth Hirschman, Mark I. Alpert, and Rajendra K. Srivastava. 1980. Consumer Credit Card Usage and Retail Purchasing. Journal of Retail Banking 2.
Gerald Zaltman, Mark I. Alpert, and Michael Heffring. 1980. Issues in the Measurement and Use of Chronological and Non-Chronological Age, in Association for Consumer Research,
Mark I. Alpert. 1980. Unresolved Issues in Identification of Determinant Attributes, in Advances in Consumer Research, 83-88.
Elizabeth Hirschman, Mark I. Alpert, and Rajendra K. Srivastava. 1979. An Empirical Examination of Alternative Models for Predicting Consumer Utilization of Two Credit Card Systems. Advances in Consumer Research 6, 592-598.
Linda L. Golden, John F. Betak, and Mark I. Alpert. 1979. Attracting Potential Switchers to Mass Transit: Mode Choice as a Multi-Attribute Decision Model. Advances in Consumer Research, 519-525.
Elizabeth C. Hirschman, Mark I. Alpert, and Rajendra K. Srivastava. 1979. Credit Card Utilization Within a Retail Environment, in Southwestern Marketing Association Proceedings,
John F. Betak, James Storey, Mark I. Alpert, and Linda L. Golden. 1979. Mode Choice as a Multiple Criteria Decision Task. Journal of Urban Analysis 6, 59-88.
Mark I. Alpert, Grady D. Bruce, and Neil K. Allison. 1979. Response Set Variations in Measuring Determinant Attributes, in Analytic Approaches to Product and Marketing Planning, Alan D. Shocker, ed. Cambridge, MA: Marketing Science Institute, 273-289.
Mark I. Alpert. 1979. Sex Roles, Sex, and Stereotyping in Advertising: More Questions than Answers, in Advances in Consumer Research, 73-77.
Mark I. Alpert. 1978. Pricing in an Era of Rapid Change, in Review of Marketing, Gerald Zaltman and Bonoma, eds. American Marketing Association, 230-250.
Mark I. Alpert and Linda L. Golden. 1978. The Marketing of Mass Transportation to Diverse Groups Within a Community. Journal of Urban Analysis 5, 285-302.
Mark I. Alpert and Linda L. Golden. 1978. The Relative Effectiveness of One-Sided and Two-Sided Communication for Mass Transit Advertising. Advances in Consumer Research, 12-18.
Mark I. Alpert and Linda L. Golden. 1978. Transportation Attitudes Over Time: A Longitudinal Approach. Advances in Consumer Research, 194-200.
W. Thomas Anderson, Jr., Mark I. Alpert, and Linda L. Golden. 1977. A Comparative Analysis of Student-Teacher Interpersonal Similarity/Dissimilarity and Teaching Effectiveness. Journal of Educational Research 71, 36-44.
Mark I. Alpert and Linda L. Golden. 1977. Market Segmentation for Public Transportation: An Empirical Approach, in Proceedings of the Southwestern Marketing Association, 41.
W. Thomas Anderson, Jr., Mark I. Alpert, and Linda L. Golden. 1977. Marketing Education: Teaching Effectiveness and Interpersonal Distance, in Southwestern Marketing Association Proceedings, 32.
W. Thomas Anderson, Jr., Mark I. Alpert, and Linda L. Golden. 1977. Relational Analysis of Teaching Effectiveness. Catalogue of Selected Documents in Psychology 7, 81-82.
James H. Myers and Mark I. Alpert. 1977. Semantic Confusion in Attitude Research: Salience vs. Importance vs. Determinance. Advances in Consumer Research, 106-110.
Dale D. Achabal and Mark I. Alpert. 1976. A Macro-Marketing Approach for Planning and Evaluation of Emergency Medical Services Delivery Systems, in Proceedings of the American Marketing Association, 125-129.
Mark I. Alpert and Shane C. Davies. 1976. Amtrak in Texas: An Appraisal. Southeastern Geographer.
Mark I. Alpert and Robert A. Peterson. 1976. Automobile Purchasing Behavior During the Energy Crisis, in Proceedings of the American Institute for Decision Science Institute, 120.
Leon E. Knight, Jr., Mark I. Alpert, and Robert E. Witt. 1976. Variation in Group Conformity Influence. Journal of Social Psychology 98, 137-138.
W. Thomas Anderson, Jr. and Mark I. Alpert. 1975. Subject-Anticipated vs. Experimentally-Determined Measures of Communication Effectiveness: Advertising Implications. Journal of the Academy of Marketing Science 3, 119-128.
Mark I. Alpert, Robert A. Peterson, and Warren S. Martin. 1975. Testing the Significance of Canonical Correlations, in Proceedings of the American Marketing Association, 117-119.
Mark I. Alpert and C. Shane Davies. 1974. A Decision Sciences Approach to the Marketing of Public Transportation, in Proceedings of the American Institute for Decision Sciences, 162-165.
Mark I. Alpert and Jon F. Bibb. 1974. Fitting Branch Locations, Performance Standards, and Marketing Strategies: A Clarification. Journal of Marketing 38, 72-74.
W. Thomas Anderson, Jr. and Mark I. Alpert. 1974. Optimal Heterophily: Aid to Effective Communication. Public Personnel Management 3, 279-288.
Mark I. Alpert. 1973. Market Segmentation: A Determinant Attribute Approach, in Proceedings of the American Institute for Decision Sciences, 290.
Mark I. Alpert and W. Thomas Anderson, Jr. 1973. Optimal Heterophily and Communication Effectiveness: Some Research Findings. Journal of Communication 23, 328-343.
Mark I. Alpert and Robert E. Witt. 1973. Psychological Market Segmentation: An Empirically Derived Typological Approach. Psychological Reports 33, 431-436.
Robert A. Peterson and Mark I. Alpert. 1972. Consumer Choice Patterns and Psychographics: A Test of Predictability, in Proceedings of the Decision Science Institute, 174-180.
Mark I. Alpert and Robert A. Peterson. 1972. On the Interpretation of Canonical Analysis. Journal of Marketing Research 9, 187-192.
Mark I. Alpert. 1972. Personality and the Determinants of Product Choice. Journal of Marketing Research 9, 89-92.
Mark I. Alpert and W. Thomas Anderson, Jr. 1972. Source-Receiver Differences and Communication Effectiveness: Method and Application, in Proceedings of the American Marketing Association, 332-337.
Mark I. Alpert. 1971. A Canonical Analysis of Personality and the Determinants of Automobile Choice, in Proceedings of the American Marketing Association, 312-316.
Mark I. Alpert. 1971. An Integrated Approach to Pricing Decisions, in Perspectives in Marketing Management, Frederick D. Sturdivant, ed. Glenview, IL: Scott, Foresdale, and Company, 245-256.
Mark I. Alpert. 1971. Identification of Determinant Attributes - A Comparison of Methods. Journal of Marketing Research 8, 184-191.
Frederick D. Sturdivant, Louis W. Stern, John R. Grabner, Thomas S. Robertson, James H. Myers, Jerome B. Kernan, Sidney J. Levy, Mark I. Alpert, Louis P. Bucklin, and Stanley F. Stasch. 1971. Perspectives in Marketing Management. Glenview, IL: Scott, Foresman and Company.
Mark I. Alpert. 1971. Pricing Decisions. Glenview, IL: Scott, Foresdale and Company.
Frederick D. Sturdivant, Louis W. Stern, John R. Grabner, Thomas S. Robertson, James H. Myers, Jerome B. Kernan, Sidney J. Levy, Mark I. Alpert, Louis P. Bucklin, and Stanley F. Stasch. 1970. Managerial Analysis in Marketing. Glenview, IL: Scott, Foresman and Company.
James H. Myers and Mark I. Alpert. 1968. Determinant Buying Attitudes. Journal of Marketing 32, 13-20.