TheJournal of Advertisingand the Development of Advertising Theory: Reflections and Directions for Future Research
作者反思了担任《广告杂志》主编期间对理论定义的思考，区分了弱（情境性）和强（普适性）理论，并提出了广告领域未来研究如何发展有用理论的看法。
In this article, I provide some thoughts that guided my decision making while I was editor of the Journal of Advertising (2003–2006). Specifically, I reflect on the definition of theory and how it has been and should be used in the advertising discipline. In particular, I attempt to distinguish between weaker (contextual) and stronger (universal) theories and present my views on how future research in advertising can proceed in developing useful theories within this domain.