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ABSTRACTA purchase acceptability function is first developed for both buyers and sellers which includes emotional and rational product factors such as price, age, style, and color. In this context, the buyer‐seller negotiating process is described and analyzed. The result is the determination of a threshold price. Given the threshold price, the analysis proceeds to the discussion of an acceptance function with a third variable considered, product age. A three dimensional surface depicting the situation is discussed. This model can be extended to the n dimensional case.The analysis then proceeds to the development of a model approximating services to represent the acceptance functions of both buyers and sellers. This is handled by Taylor series expansion. The resulting planes represent buyer‐seller negotiation positions.Buyers are often in a position of considering trade‐offs between various product attributes. Therefore, an acceptability transformation is introduced and normalized using ordinal scaling to arrive at a scaled acceptability function which relates product attributes to trade‐offs in price.It is noted that this analysis can be readily extended to include the interaction of acceptance functions for a number of products, the negotiation process in non‐product situations, and the introduction of time as a variable, where dynamic changes are considered.

In one of 2 recent surveys about cancer in Lansing, Michigan an attempt was made to find out how well informed the average person is regarding the causes of cancer.' Through use of a modified area sampling plan, a random subsample of 310 persons, 18 yrs old & over, were asked a series of questions about the causes & prevention of cancer. The consistently most popular response concerning cause of cancer was one which ascribed cancer to chronic or neglected irritations or injury. This demonstrated the success of campaigns to make people conscious of certain cancer symptoms & the tendency for people not to distinguish between 'symptom' & `cause.' Another tendency in the responses was to blame cancer on habits about which something can be done (eg, smoking, overwork, dietary habits) & which are such that a cancer patient can be somewhat blamed for his fate. In contrast, other responses included heredity & specific environmental causes. The popular prescriptions for prevention of cancer were regular check-ups & physical examinations. Advice included curtailment of smoking & improving personal habits. Around half of the group mentioned smoking as a specific cause of lung cancer & as a habit which might increase one's chances of getting cancer. AA.

PurposeThe purpose of this paper is to show that Wroe Alderson's contributions to marketing thought earn him recognition as the "Father of Modern Marketing."Design/methodology/approachAn extensive review of writings by and about Alderson, a thorough examination of the history of marketing thought literature, and the personal remembrances of one of the authors, are drawn upon to organize Alderson's numerous contributions to the marketing literature into a small number of categories. Such an organization is expected to provide a big picture overview of Alderson's significant impact on marketing thought.FindingsAlderson's contributions to the marketing discipline can be organized into three broad categories, which collectively produced a tectonic shift in academic thinking about marketing: from distribution (macro) to marketing management (micro); from economics to the behavioral sciences; and from description and classification to explanation and theory building. These epic transformations have become so embedded in the marketing literature that they are now taken for granted, but they are so significant they represent a paradigm shift in marketing thought. Because of this legacy, the authors argue Wroe Alderson has earned the honorific title: "Father of Modern Marketing."Practical implicationsThis work provides an historical context to understand the origins of modern marketing thought by recognizing the most dynamic marketing thinker of the last half‐century.Originality/valueThis paper organizes the many and varied contributions of Wroe Alderson into broad categories in a context that is useful for researchers studying the history of marketing thought. The organization of Alderson's contributions also provides an historical foundation for scholars working on a general theory of marketing.