HERBERT KRUGMAN

KRUGMAN--Herbert E.,

95, passed away peacefully at his home in Stamford, CT on July 30, 2016. He is survived by his daughter, Laura, and son-in-law Rick Culley and his son, Ed, and daughter-in-law Ethel Klein. "Oompa" will also be greatly missed by his four grandsons, Aaron Krugman and Paul, Luke, and Alex Culley, by his niece, Vicky Krugman Mendel, and by his golden retriever, Belle. Funeral Services will be at "The Riverside," 76th and Amsterdam, at 11:15am today. Born in New York City, Herb attended Stuyvesant High School and the City College of New York, where he met Dorothy Coleman, to whom he was married for 68 years, until her death in 2011. She was the love of his life. Herb served his country as a psychologist in the Army Air Corps in the Second World War and continued as a reserve officer for fifteen years after the War. Herb earned a Ph.D. from Columbia in 1952, having done the interviewing for Gabriel Almond's study of why American Communists left the Party. He was a lifelong student of the process of learning. Combining survey techniques with his background in cognitive and physiological psychology, Herb was the leading theorist of his generation on how consumers react to advertising. After a period in research positions in advertising and marketing, he became manager of public opinion research for the General Electric Company, from which he retired in 1984. He was a president of the American Association for Public Opinion Research, the Division of Consumer Psychology of the American Psychological Association, and the Market Research Council of New York; he served on the faculties of Yale, Princeton, and Columbia Universities; and he was a trustee of the Marketing Science Institute and a director of the Advertising Research Foundation. Herb was an outdoorsman his entire life, from Boy Scout camp in the 1930s to pistol target shooting (with Parkinson's disease!) in his 90s. He was a lifelong dog and horse lover and an avid rider. He owned countless small boats at various times, all of which were powered solely by paddles or the wind. He was a student of military and naval history and the American West and claimed, with no foundation whatsoever, to be Oglala Sioux. Contributions in his memory should be made to the National Museum of the American Indian.