Joined Stern 1966
Leonard N. Stern School of Business
40 West Fourth Street, 810
New York, NY 10012
Professor Assael's research interests and publications are primarily in the areas of media research, market segmentation, advertising evaluation, and survey research methods. He directs the NYU Stern/CBS Media Analytics Initiative, a research entity designed to provide proprietary data from CBS and Nielsen to Stern faculty and PhD students for research. The main focus of the Initiative is to forward research on cross-media issues to better understand how multiple media impact purchasing behavior. In this regard, current research includes developing multi-media choice models and investigating the effects of multi-tasking on media exposure and consumer behavior.
He has also worked on segmenting consumers by their sensitivity to marketing stimuli such as price and advertising. He has written over thirty articles for scholarly journals, edited a 33 volume series on the history of marketing, and a 30 volume series on the history of advertising. He is the author of three widely used texts: Consumer Behavior: A Strategic Approach (7 editions), Marketing: Principles and Strategy (three editions), and Marketing Management - Strategy and Action. Professor Assael received his BA from Harvard, MBA from Wharton, and PhD from Columbia. He has consulted for AT&T, Avon, Nestle, the New York Stock Exchange, the Kennedy Center, the National Academy of Sciences, and most recently, CBS. In his spare time, he likes to sail, play bridge, read about the Civil War, and occasionally pretends to play tennis and golf.
Ph.D., Marketing, Economics, 1965
M.B.A., Marketing, 1959
University of Pennsylvania
B.A., Economics, 1957
Sam Hui and Tom Meyvis (2014)
Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing
From Silos to Synergy: A Review of Fifty Years of Cross-Media Research
Journal of Advertising Research, 50th Anniversary Issue