Winning the Advertising Game: Lessons from the Super Bowl Ad Champions, scheduled for publication by Springer in 2025. (with Sascha Raithel, Alexander Mafael, and Charles Ray Taylor).

Maladaptive Consumer Behavior: Theory, Behavior, and Intervention, (Palgrave: 2024). (with Ingrid Martin).

Marketing Accountability for Marketing and Non-marketing Outcomes, Review of Marketing Research, Volume 18, (Emerald Publishing: 2021). (co-edited with V. Kumar).

Master of Marketing Measurement: Margaret Henderson Blair on Marketing Accountability, (Cambridge Scholars Publishing: 2021). (edited volume). (with Allan Kuse).

Marketing, Public Policy, and Moral Courage in a Diverse, Rapidly Changing World, Proceedings of the 2020 AMA Marketing + Public Policy Conference, Volume 30, (American Marketing Association: 2020). (with Mitchell Hamilton and Myla Bui).

Financial Dimensions of Marketing Decisions, (New York: Palgrave: 2019).

How to Publish in the Best Marketing Journals, (Elgar: 2019). (with Daniel Ladik).

The Impact of Risk Communication on Consumption and Consumer Well-being, Foundations and Trends in Marketing, 12 (3). 167 – 277. (Now: 2019). (with Ingrid Martin).

A Primer on Consumer Behavior: A Guide for Managers, (Business Expert Press: 2018).

Accountable Marketing: Linking Marketing Actions to Financial Performance. (Routledge/Taylor & Francis: 2016). (with Craig T. Gugel).

Handbook of Persuasion and Social Marketing. (Ed.), Three Volumes, (Praeger Publishers, 2015).

Groups: Theory and Practice. Sage Series in Applied Research in Social Psychology, (Sage Publications, 1990, Second edition 2007, Arabic translation 2013, Korean translation 2018, Third edition, 2015). (with P. Shamdasani).

Marketing Champions: Practical Strategies for Improving Marketing’s Power, Influence and Business Impact, (Wiley Interscience, 2006). (translated into Chinese, Russian, and Portuguese language editions). (with Roy Young and Allen Weiss).

Proceedings of the 2006 American Marketing Association’s Marketing and Public Policy Conference, (Ed.) (American Marketing Association: 2006). (With Ingrid Martin and Michael Kamins).

Proceedings of the 1995 Winter Educators’ Conference: Marketing Theory and Applications, (Ed.) (American Marketing Association: 1995). (With Naufel J. Vilcassim).

Attention, Attitude, and Affect in Response to Advertising, (Ed.) (Erlbaum, 1994), pp. 1 – 9. (with E. Clark,and T. Brock.

Secondary Research: Sources and Methods. Sage Series in Applied Research in Social Psychology, Second Edition, (Sage Publications, 1993). (with Michael Kamins).

Student Guide to the Psychology of Advertising, (University of Maryland, 1992). (with Ingrid Martin).

Non-Verbal Communication in Advertising, (Ed.) (Lexington Books: 1988). (with Sid Hecker).

Consumer Behavior and the Practice of Marketing, 3rd Edition, (Merrill Publishing: 1988). (with Kenneth Runyon).

Effective Television Advertising: A Study of 1000 Commercials, (Lexington Books: 1986). (six printings; also available in Japanese translation published by D. C. Health). (identified as one of the ten most frequently cited sources of papers published during the 60–year history of the Journal of Advertising Research). (with David H. Furse).