# Henry Assael

0 ha1 [Emeritus](/taxonomy/term/4802) Professor Emeritus of Marketing Director, NYU Stern/CBS Media Analytics Initiative 1966       ![Henry Assael profile photo](/sites/default/files/styles/480w_x_543h/public/media/hassael.jpg?h=9c86ceb9&itok=LeCgqlm2)

Tisch Hall

40 West Fourth Street, 810

New York, NY 10012

810 0 - Ph.D., Marketing, Economics, 1965

Columbia University
- M.B.A., Marketing, 1959

University of Pennsylvania
- B.A., Economics, 1957

Harvard University

- Consumer Behavior
- Introduction to Marketing

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.

- Media Research
- Market Segmentation
- Advertising Evaluation
- Survey Research Methods

- (2016)

[Stern's joint research initiative with CBS on media analytics is highlighted; Professor Henry Assael is quoted](http://bit.ly/2jOhJch)
- (2016)

[New York University and CBS Corporation Partner on New NYU Stern/CBS Media Analytics Initiative](http://bit.ly/2kjVTkL)
- (2016)

[NYU Stern/CBS Media Analytics Initiative Conference](http://bit.ly/2kML7jr)
- Sam Hui and Tom Meyvis (2014)

Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing
- (2012)

From Silos to Synergy: A Review of Fifty Years of Cross-Media Research

Journal of Advertising Research, 50th Anniversary Issue

[https://w4.stern.nyu.edu/faculty/static/cv/cv\_hassael\_20170223.pdf](https://w4.stern.nyu.edu/faculty/static/cv/cv_hassael_20170223.pdf)