Lang's Writings


Current Paper

Some of my most frequently-requested papers can be downloaded directly from this site. 

"Developing Grounded Theory: qualitative analysis for hardnosed researchers."  A speech I gave to the NY AAPOR that presents a generalizable approach to conducting grounded-theory analyses of a broad class of research studies - with examples from TV program testing, classroom observations and in-store shopping behaviors.

"The Need for Music." This is an essay about the extraordinary pull that music has on us all- what it reveals about being human and what lessons it holds for education.

"Please Please Please: Understanding Purchase Influence."  This is a speech about parent-child interactions and how they affect purchasing.

"Summative Evaluation of Dragon Tales"  This is the final report of a controlled field experiment, funded by the US Department of Education, to determine whether viewing of the Dragon Tales TV series resulted in any changes in young children's tendency to set goals for themselves, to persist at tasks they got involved in, or collaborate with other children in achieving objectives.

"Tobacco Prevention Advertising: Lessons from the Commercial World"  This paper is based on an invited speech prepared for the Robert Wood Johnson's 1997 'New Partnerships and Paradigms' Conference at Sundance. Although it speaks directly to the topic of tobacco use, it lays out perhaps the most comprehensive description of children as consumers that I have written to date.

 If you want copies of any of the following papers which lack hyperlinks,  please contact me directly by email:



Kids Today Conference, "Kids and moms in stores." Fort Lauderdale , FL. June 6, 2003

Kid Power Spring Conference. "Secrets of Kid Advertising" Orlando , FL. May 8, 2002 .

Kid Power Asia 2000 Conference, Keynote Speech. Singapore . "Why Use Psychology in Children's Marketing?" September 15, 2000

Advertising Research Foundation. Children's Research Council Meeting. "Doing Good Research." October 1, 1998.

Advertising Research Foundation.  Account Planning Workshop.  "Shifting Focus: Consumer insights from new angles."  New York . May 16, 1997 .

Robert Wood Johnson Foundation. Tobacco Prevention Research Conference. "Advertising to Young People: Practice and Potentials." Sundance, Utah. May, 1997

Advertising Research Foundation. Children's and Teens Research Workshop. "Children’s advertising and purchase behavior." New York. June, 1996.

Strategic Research Inc's Marketing to Kids Conference. "Please Please Please: Understanding Purchase Influence." Atlanta, GA. September 22, 1994.

NY Association of Public Opinion Research. "Developing Grounded Theory: qualitative analysis for hardnosed researchers." New York, NY. March 18, 1993.

Advertising Research Foundation. Qualitative Research Council Annual Workshop "An observational study of parent-child interactions in stores." Chicago, IL. July 1992.

United Methodist Communications Children and Television Symposium. "TV as teacher: thoughts on how to approach values programming." Newark, NJ. November, 1990.

Association for Consumer Research. Annual Conference. "Qualitative and quantitative approaches to child research." (With Carole Hyatt). New York. October, 1990.

Market Research Council. Luncheon Speaker. "How to deal with children as consumers, and consumers as children." New York. November, 1989.

Toy Manufacturers of America. Annual Meeting. "Why children watch what they do." New York. December, 1988.

Advertising Research Foundation. Children's Research Workshop. "Getting children's attention." New York. April, 1988.

Youth Research. Children's Research Seminar. "Children's Research: where are we and where should we go from here?" New York. October, 1986.

Advertising Research Foundation. Children's Research Workshop. "Looking at what they look at." New York. April, 1986.

Advertising Research Foundation. Children's Research Workshop. Keynote, "Children's advertising: how it works...". New York. April, 1986.

American Marketing Association. Marketing to Kids Conference. Keynote, "Trends, and the kids of today." NY. March, 1985.

American Marketing Association. Midwest Research Conference. "Are ratings enough: the kids are there, but are they watching?" Chicago. November, 1976.

Articles and Books

Rust, L.W., "Summative Evaluation of Dragon Tales". New York . Sesame Workshop (Originally posted on PBS's website) March, 2001.

Rust, L.W., "Tobacco prevention advertising:  lessons from the commercial world." Nicotine and Tobacco Research. 1, Supplement 1 (1999): S81-S90.

Rust, L.W., "Top of Mind Means Top of Market" Guest Column, Selling to Kids, 2, No. 2 (1997): 6-7

Rust, L.W. with Cherow-O’Leary, Renee, et al. (Eds.) Understanding Youth and Children’s Research. New York: The Advertising Research Foundation, 1995.

Rust, L.W. "How to reach children in stores: marketing tactics grounded in observational research." Journal of Advertising Research, 33, No 6, (1993): 67-72

Rust, L.W. "Parents and children shopping together: A new approach to the qualitative analysis of observational data." Journal of Advertising Research, 33, No. 4, (1993): 65-70.

Rust, L.W., with Teran, Tim, et al. American Marketing Association Marketing Review Panel. "The power of integrated marketing of kids' products." Marketing Review, 45, No. 6 (1990): 15-21.

Rust, L.W. "Teach music not competition." Music for the Love of It, 2, No. 8, (1989): 7.

Rust, L.W. "The need for music." Music for the Love of It, 2, No. 7, (1989): 1, 7.

Rust, L.W. "Using attention and intention to predict at-home program choice" Journal of Advertising Research, 27, (1987): 25-30.

Rust, L.W. "Children's advertising: how it works, how to do it, how to know if it works." Journal of Advertising Research, 26, (1986): RC13-15.

Rust, L.W. "Using test scores to guide the content analysis of TV materials." Journal of Advertising Research, 25, (1985): 17-23.

Rust, L.W. "Interests." In S. Ball (Ed.) Motivation in Education. New York: Academic Press, 1977: 131-146

Rust, L.W. & Watkins, T. A. "Children's Commercials: Creative Development." Journal of Advertising Research, 15, (1975): 21-30.

Rust, L.W. Attributes of The Electric Company that Influence Children's Attention to the Television Screen. New York: Children's Television Workshop, 1972 (a).

Rust, L.W. Attributes of Sesame Street that Influence Preschoolers' Attention to the Television Screen. New York: Children's Television Workshop, 1972 (b).

Rust, L.W. "Do children prefer junk on TV?" Variety. 268, No. 5. September 13, 1972: 38.