Rejoinder to Comment by Wotruba
回应Wotruba对Parsons和Vanden Abeele（1981）文章的评论，指出其事实错误、对市场、建模和因果性的误解以及技术错误，认为其评论混淆而非澄清。
In marketing science, constructive criticism of existing work provides the foundation for further advancement of the frontiers of marketing knowledge. Unfortunately, Wotruba's attempt to comment on an article by Parsons and Vanden Abeele (1981) tends to confuse rather than clarify. Wotruba makes numerous comments about the content of the article that are factually untrue. More important, he does not seem to understand the market studied, the model-building process, and the issue of causality in nonexperimental data. Wotruba also makes some major technical errors. The result is that the commentary is creative, to say the least!