Knowledge that Transforms

33 Schul, Patrick L. 39,85, 116, 189 Macinnis, Deborah J. 7,49 Sengupta, Sanjit 88 MacKenzie, Scott B. 191 Sequeira, Ian K. 119,178 MacMillan, Ian C. 43,59, 113 Seyed-Mohamed, Nazeem 80,86 Madden, Thomas J. 33 Sharma, Subhash 27 Mahajan, Vijay 27,56,68,154 Shoemaker, Robert W. 45, 199 Maier, E.P. 38,83 Singh, Jagdip 187 Mascarenhas, Oswald A.J. 77,221 Sinkula, James M. 163 Mazis, Michael B. 10, 78 Slater, Stanley F. 144, 146, 164 Menezes, Melvyn A.J. 38,83 Smith, David K., Jr. 103,137 Menon, Anil 63,135 Smith, Robert E. I Mentzer, John T. 81 Stathakopoulos, Vlasis 117 Milne, George R. 106 Steckel, Joel H. 62, 124 Mittal, Banwari 8 Stoltman, Jeffrey 1. 110,195 Mizerski, Richard 13,79 Sudharshan, D. 128,223 Mohr, Lois A. 211 Sujan, Harish 194 Moore, David 1. 12 Swartz, Gordon S. 89,202 Moorman, Christine 7,49,125 Szymanski, David M. 105,136,147,177 Moorthy, K. Sridhar 155,227 Morgan, Fred W. 82,108,110,195 Takada, Hirokazu 67,94 Morgan, Robert M. 218,219 Tanner, John F., Jr. 11,53 Moriarty, Rowland T. 89,202 Taylor, Shirley 217 Mowen, John C. 65, 140 Taylor, Steven A. 52, 134, 206, 209 Mowen, Maryanne M. 65, 140 Teas, R. Kenneth 123,204,205 Mulhern, Francis J. 172, 183,200 Tellis, Gerard 1. 169 Muller, Eitan 56,68,154 Tierney, Patrick 213 Murphy, Patrick E. 76,107 Troy, Lisa C. 136 Murray, Keith B. 57,216 Tyagi, Pradeep K. 168, 196

During the past 15 years, the U.S. Supreme Court has used Central Hudson Gas v. Public Service Commission (1980) to expand significantly the power of the government at all levels to regulate advertising and other promotional activities. As a result, first amendment protection for commercial speech has steadily diminished. In this article, Supreme Court decisions subsequent to Central Hudson are reviewed to provide an update of Cohen's (1978) work. In addition, the current standard for identifying commercial speech is analyzed, and managerial recommendations are made to guide managers who are responsible for making promotional decisions in this increasingly restricted area.