Henry Assael
Professor
Department of Marketing
NYU Stern School of Business
United States of America
Biography
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.
Research Interest
Media Research, Market Segmentation, Advertising Evaluation, Survey Research Methods
Publications
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From Silos to Synergy: A Review of Fifty Years of Cross-Media Research
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NYU Stern/CBS Media Analytics Initiative Conference
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New York University and CBS Corporation Partner on New NYU Stern/CBS Media Analytics Initiative
