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This article presents comments on the research paper "An Experimental Study of Attitude Change, Advertising, and Usage in New Product Introduction," which was published in the 1972 issue of "Journal of Advertising." The paper researched attitude change towards a household cleaning product. The authors feel that the study should have made an indication over the direction of attitude change and that the experimental design of the project could have been explained better by the process of counter-attitudinal advocacy.

Numerical taxonomic analysis is used to classify furniture and appliance buyers in terms of their prepurchase search behavior. Distinctive buyer groups are identified portraying a diversity of approaches to the information gathering task. [ABSTRACT FROM AUTHOR]

The author reports on the marketing costs associated with the middlemen's margins and the friction which these channels bring to the middlemen's operating margins. Difficulties which have arisen regarding attempts to obtain secure operationally useful margin data are discussed. Friction which can be caused through the use of middlemen is studied in the article by discussing the household appliance industry. An approach to measuring middlemen's margins is discussed in the article. Limitations which exist in the author's study are mentioned.

The article discusses the study which showed that health professionals can lessen risks associated with household products by monitoring and investigation of recurring home accidents. The Burns Care Institute of the New York State Department of Health, has conducted investigation on a series of explosions and burns related with the use of a newly marketed product, the oven roasting bag. During the six months of the first distribution of the roasting bags in the state of New York, remedies were in effort on a nationwide scale.