Terence A. Shimp is a Professor of Marketing at the University of South Carolina, Columbia. His major research interest is in advertising. Professor Shimp has contributed to a wide range of various theories and practices in advertising, such as memory, classical conditioning, reasoned action, advertising claims, consumer ethnocentrism and very importantly, distinction between attitudes toward brands and attitudes toward advertisement.

Shimp, Terence A., Eva M. Hyatt, and David J. Snyder, "A Critical Appraisal of Demand Artifacts in Consumer Research," Journal of Consumer Research, Vol.18 (Dec 1991) pp.273-283.

This article critically evaluates the demand artifacts or demand bias in experimentation. Confessing that presence of demand artifacts would contaminate the findings of experiments, the authors argued that reviewers of some experimental studies should not abuse the concept of demand artifacts.

Distinguishing demand artifacts from demand cues, the authors first discussed the troublesome nature of demand artifacts. They admitted that presence of demand artifacts would provide an alternative explanation to the conclusion of an experiment's hypothesis and thus discount the credibility of the experiment's findings. However, they postulated that there are three preconditions necessary for demand artifacts and these preconditions would limit the likelihood that subjects in an experiment will be demand biased.

The three conditions necessary for a subject to be demand biased are:

1) The subject must encode a demand cue that would alert him/her to the research hypothesis.

2) The subject must discern the correct research hypothesis or guess another hypothesis that is incidentally correlated with the true research hypothesis.

3) The subject must act on the hypothesis by conforming to a certain role that leads to biased responses on dependent-variable measures.

The authors then expressed these three conditions in equation form:

Pr(Bi) = Pr(Ei) X Pr(D_1| Ei) X Pr(A_1| Di),

where Pr(Bi) = probability that the ith subject will be demand biased;

Pr(Ei) = probability of encoding a demand cue;

With this equation, the authors then reanalyzed the results of Gorn's (1982) well-known classical conditioning study and a following study claiming Gorn's findings were demand-biased. They found that the critics were in fact abusing the concept of demand artifacts. They further criticized three common suppositions about demand artifacts: a) failure to replicate prior experimental findings may indicate demand artifacts; b) demand artifacts create false-positive readings; c) deleting hypothesis guessers controls the problem.

Being one of the advertising researchers, who inevitably adopt experimentation in their studies, Professor Shimp provided through this article an argument for researchers to fend off unjustified accusations of demand artifacts.

Shimp-Terence-A; Dyer-Robert-F, "An Experimental Test of The Harmful Effects of Premium-oriented Commericals on Children," Journal of Consumer Research June 1976 v3 n1 1-11.

Shimp-Terence-A, "Methods of Commercial Presentation employed by National Television Advertisers," Journal-of-Advertising. Fall 1976 v5 n4 30-36,19

Shimp-Terence-A; Dyer-David-C, "The Effects of Comparative Advertising Mediated by Market Position of Sponsoring Brand," Journal-of-Advertising. Summer, 1978; v7n3, 13-19

Shimp-Terence; Dyer-Robert, "How the Legal Profession Views Legal Service Advertising," Journal-of-Marketing. July 1978; v42n3, 74-81

Shimp-Terence-A, "Do Imcomplete Comparisons Mislead?" Journal-of-Advertising-Research. Dec. 1978; v18n6, 21-27

Shimp-Terence-A, "Social Psychological (Mis)Representations in Television Advertising," Journal-of-Consumer-Affairs. Summer 1979; v13n1, 28-40

Dyer-Robert-F; Shimp-Terence-A, "Reactions to Legal Advertising," Journal-of-Advertising-Research. Apr 1980; v20n2, 43-51

Shimp-Terence-A; Preston-Ivan-L, "Deceptive and Nondeceptive Consequences of Evaluative Advertising," Journal-of-Marketing. Winter 1981; v45n1, pp. 22-32

Shimp-Terence-A, "Attitude Toward the Ad as a Mediator of Consumer Brand Choice," Journal-of-Advertising. 1981; v10n2, pp. 9-15,48

Bearden-William-O; Shimp-Terence-A, "The Use of Extrinsic Cues to Facilitate Product Adoption," Journal-of-Marketing-Research. May 1982; v19n2, pp. 229-239

Shimp-Terence-A; Bearden-William-O, "Warranty and Other Extrinsic Cue Effects on Consumers' Risk Perceptions," Journal-of-Consumer-Research. Jun 1982; v9n1, pp. 38-46

Shimp-Terence-A; Yokum-J-Thomas, "Advertising Inputs and Psychophysical Judgments in Vending-Machine Retailing," Journal-of-Retailing. Spring 1982; v58n1, pp. 95-113

Toyne-Brian; Arpan-Jeffrey-S; Ricks-David-A; Shimp-Terence-A, "Corporate Strategy Recommendations to Enhance the International Competitiveness of the United States Textile Mill Products Industry," Business-and-Economic-Review. Dec 1982; v29n3, pp. 4-10

Shimp-Terence-A; Kavas-Alican, "The Theory of Reasoned Action Applied to Coupon Usage," Journal-of-Consumer-Research. Dec 1984; v11n3, pp. 795-809

Toyne-Brian; Arpan-Jeffrey-S; Barnett-Andy-H; Ricks-David-A; Shimp-Terence-A, "The International Competitiveness of the U.S. Textile Mill Products Industry: Corporate Strategies for the Future," Journal-of-International-Business-Studies. Winter 1984; v15n3, pp. 145-165

Gresham-Larry-G; Shimp-Terence-A, "Attitude Toward the Advertisement and Brand Attitudes: A Classical Conditioning Perspective," Journal-of-Advertising. 1985; v14n1, pp. 10-17,49

Shimp-Terence-A; Sharma-Subhash, "Consumer Ethnocentrism: Construction and Validation of the CETSCALE," Journal-of-Marketing-Research. Aug 1987; v24n3, pp. 280-289

Stuart-Elnora-W; Shimp-Terence-A; Engle-Randall-W, "Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context," Journal-of-Consumer-Research. Dec 1987; v14n3, pp. 334-349

Shimp-Terence-A; Urbany-Joel-E; Camlin-Sarah-E, "The Use of Framing and Characterization for Magazine Advertising of Mass-Marketed Products," Journal-of-Advertising. 1988; v17n1, pp. 23-30

Bone-Paula-Fitzgerald; Sharma-Subhash; Shimp-Terence-A, "A Bootstrap Procedure for Evaluating Goodness-of-Fit Indices of Structural Equation and Confirmatory Factor Models," Journal-of-Marketing-Research. Feb 1989; v26n1, pp. 105-111

Bone-Paula-Fitzgerald; Shimp-Terence-A; Sharma-Subhash, "Assimilation and Contrast Effects in Product Performance Perceptions: Implications for Public Policy," Journal-of-Public-Policy-and-Marketing. 1990; v9, pp. 100-110

Shimp-Terence-A; Stuart-Elnora-W; Engle-Randall-W, "A Program of Classical Conditioning Experiments Testing Variations in the Conditioned Stimulus and Context," Journal-of-Consumer-Research. Jun 1991; v18n1, pp. 1-12

Blair-M-Elizabeth; Shimp-Terence-A, "Consequences of an Unpleasant Experience with Music: A Second-Order Negative Conditioning Perspective," Journal-of-Advertising. Mar 1992; v21n1, pp. 35-43

Shimp-Terence-A; Hyatt-Eva-M; Snyder-David-J, "A critique of Darley and Lim's "alternative perspective"," Journal-of-Consumer-Research. Dec 1993; v20n3, pp. 496-501

Shimp-Terence-A; Samiee-Saeed; Madden-Thomas-J , "Countries and their products: A cognitive structure perspective," Journal-of-the-Academy-of-Marketing-Science. Fall 1993; v21n4, pp. 323-330

Alba-Joseph-W; Broniarczyk-Susan-M; Shimp-Terence-A; Urbany-Joel-E, "The influence of prior beliefs, frequency cues, and magnitude cues on consumers' perceptions of comparative price data," Journal-of-Consumer-Research. Sep 1994; v21n2, pp. 219-235

Sharma-Subhash; Shimp-Terence-A; Shin-Jeonghsin, "Consumer ethnocentrism: A test of antecedents and moderators," Journal-of-the-Academy-of-Marketing-Science. Winter 1995; v23n1, pp. 26-37

Till-Brian-D; Shimp-Terence-A, "Endorsers in advertising: The case of negative celebrity information," Journal-of-Advertising. Spring 1998; v27n1, pp. 67-82