Herbert
Jack Rotfeld
Scholar,
Educator & Iconoclast
schola gratia doctrinae; doctrina
gratia eruditionis
("Courses for the
sake
of education; education for the
sake
of knowledge")
Professor of Marketing at
Auburn University, decade-long editor of Journal
of Consumer Affairs (2002-11), recipient of the Auburn AAUP
chapter's Glenn Howze Academic Freedom Award in 2011, and a respected
scholar of
advertising regulation and business self-regulation,
Professor Rotfeld's research publications are noted (among other
things) for iconoclastic assessments
of the presumptions about business practices and consumer
persuasion that are frequently – but as he often finds,
erroneously – repeated without
question in many textbooks. Thrice honored by the
American
Academy of Advertising with their
Ivan L. Preston Outstanding
Contribution
to Research Award in 2000, Kim B. Rotzoll Award for
Advertising Ethics and Social Responsibility in 2006, and election to
serve as AAA President in 2011, he coined the
term "misplaced
marketing" for his book Adventures
in Misplaced Marketing, and for essays published
in Marketing
News and Journal
of
Consumer
Marketing that discuss uses, mistakes, criticisms
and common misunderstandings of
marketing activity. Noted by the editor of a major
marketing journal as "the leading essayist in the field of marketing"
for his
numerous commentary
notes and observations in newspapers, business magazines and academic
journals, these discussions
of advertising practices and business
education,
comments on consumer views of marketing, and critical
assessments
of higher education and the
nature of academic research, have generated a degree
of
world-wide
fame (or, maybe, "infamy") as they have been reprinted or translated in
the U.S. and other countries. (Lists/links:
selected essays)
Hav'too, D.Og.
click on picture for her essay
published in Marketing Educator
Journal of
Consumer Affairs editorials
- "Parting
Perspectives from an Aging Editor (& thanks
for all the fish)," 45 (Fall 2011): 539-46
- "Researchers,
Scholars and Ivan," 45 (Summer 2011): 358-64
- "The
Public as the Problem for Public Health," 45 (Spring
2011):
165-8
- "Editors
Talking," 44 (Fall 2010): 615-9.
- "A
Pessimist's Simplistic Historical Perspective on the Fourth Wave of
Consumer Protection," 44 (Summer 2010): 423-9
- "Adventures
in Misplaced Mentoring," 44 (Spring 2010): 265-70
- "Privacy
Crimes, Annoyances and Self-Defeating
Business Practices," 43 (Fall 2009): 538-42
- "Health
Information Consumers Can't or Don't Want to Use," 43 (Summer
2009):
373-7
- "Disciplined
Conduct of Interdisciplinary Research," 43 (Spring 2009): 181-3
- "Can
You Really Say That?" 42 (Fall
2008): 484-7
- "Financial
Aliteracy," 42 (Summer 2008): 306-9
- "How
Do You Know That?" 42
(Spring 2008): 123-6
- "Theory,
Data, Interpretations and More
Theory," 41 (Winter 2007): 376-9
- "Mistaking
Precision for
Reality," 41 (Summer 2007): 187-91
- "Depending
on the Kindness of Strangers," 40 (Winter 2006): 407-9
- "It's
Just Business," 40 (Summer 2006): 196-9
- "Impact,
Influence and Fame," 39 (Winter 2005): 414-7
- "Aliterates'
Scholarship," 39 (Summer 2005): 229-32
- "Consumers,
People and Kim," 38 (Winter 2004): 355-8
- "The
Consumer as Serf," 38 (Summer 2004): 188-191
- "Desires
Versus the Reality of Self-Regulation," 37 (Winter 2003): 424-7
- "Convenient
Abusive Research," 37 (Summer
2003): 191-4
- "Information
You
Can't Use," 36 (Winter 2002):
299-302
- "Slapping
Down
Dangerous Information," 36
(Summer 2002): 127-30
