John Scott Armstrong (March 26, 1937 – September 28, 2023[1]) was an author, forecasting and marketing expert,[2][3][4] and an Emeritus Professor of Marketing at the Wharton School of the University of Pennsylvania. Armstrong's research and writing in forecasting promote the ideas that in order to maximize accuracy, forecasting methods should rely on evidence-based methods.
Armstrong is the author of Long-Range Forecasting and the editor and co-author of Principles of Forecasting: A Handbook for Researchers and Practitioners. He was a founder and editor of the Journal of Forecasting,[6] and a founder of the International Journal of Forecasting, and the International Symposium on Forecasting.[7]
Armstrong's work in forecasting promotes the ideas that in order to maximize accuracy, forecasting methods should be conservative (i.e., be consistent with cumulative knowledge of the past),[8] and rely on simple evidence-based methods.[9]
Marketing and advertising
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Armstrong's book Persuasive Advertising: Evidence-based Principles was published by Palgrave Macmillan in 2010. In it, Armstrong presents 194 principles designed to increase the persuasiveness of advertisements. The principles were derived from empirical data, expert opinion, and observation. They are organized and indexed under ten general principles (e.g. emotion, attention), and those ten principles are further grouped into three categories: strategy, general tactics, and media-specific tactics.[10]
Armstrong also has published several papers dealing with public policy issues: ranging from the effectiveness of government mandated disclaimers, to the moral hazards of executive compensation.[11][12] Regarding government mandated disclaimers, Armstrong argues that they can be ineffective- or even harmful- by encouraging negative behavior,[11] perhaps by reducing the buyer's sense of personal responsibility. Armstrong further asserts that the free market will ensure that the appropriate information about a given product is made public.[11] Sellers will label their products appropriately, as they have a long-term interest to ensure the satisfaction of buyers. Buyers themselves will seek to find out information about the product, as it is not directly provided to them.[11] Regarding executive compensation, Armstrong published research in 2013 arguing that high executive pay fails to promote better performance. Additionally, the research argues that high pay incentivizes unethical behavior for executives, as they have little motivation to promote a firm's interest long-term.[12]
Additionally, Armstrong has extensively researched the usage of the scientific method in modern academia; his research concluded that the majority of papers published do not comply with basic scientific guidelines.[13] As a result of these findings, he co-created an evidence-based checklist of scientific principles that can be used to evaluate the scientific merit of a given paper.[13]
Climate change
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In an article published in Energy & Environment, Armstrong posited that the climate scientists have ignored the "scientific literature on forecasting principles", for instance by not referring to his own website forecastingprinciples.com.[11][14] Armstrong wrote that of 17 articles by climatologists, none referred to "the scientific literature on forecasting methods".[15] A group of biologists, whose polar bear research Armstrong disagreed with on that basis, have called Armstrong's applications of business forecasting methods to scientific projections "too ambiguous and subjective to be used as a reliable basis for auditing scientific investigations."[16] Climatologist Kevin Trenberth states that Armstrong's criticisms "overlooked the fact that [the IPCC reports] address many of the things he is critical of."[17]
Armstrong extended a "Global Warming Challenge" to Al Gore in June 2007,[18] in the style of the Simon–Ehrlich wager. Each side was to place $10,000 ($20,000 total) in trust, with the winner being determined by annual mean temperatures. Gore declined the wager, stating that he does not gamble.[19] Climatologist Gavin Schmidt described Armstrong's wager as "essentially a bet on year to year weather noise" rather than climate change.[20]
Armstrong has published articles and testified before Congress on forecasts of polar bear populations, arguing that previous estimates were too flawed to justify listing the bear as an endangered species.[7][21][22] In an evaluation of Armstrong and other authors’ criticism of polar bear population forecasts, Amstrup and other authors concluded that all of the claims made by Armstrong were either mistaken or misleading.[16]
Armstrong also served as a Policy Expert consultant to the Heartland Institute, a conservative and libertarian public policy think tank.
Selected publications
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Books
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The Scientific Method
Persuasive Advertising: Evidence-based Principles
Long-Range Forecasting
Principles of Forecasting: A Handbook for Researchers and Practitioners
Papers
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Collopy, Fred; Armstrong, J. Scott (1992). "Rule-Based Forecasting: Development and Validation of an Expert Systems Approach to Combining Time Series Extrapolations". Management Science. 38 (10): 1394–1414. doi:10.1287/mnsc.38.10.1394. S2CID 5968619.
Armstrong, J. Scott; Collopy, Fred (1992). "Error Measures for Generalizing about Forecasting Methods: Empirical Comparisons". International Journal of Forecasting. 8: 69–80. doi:10.1016/0169-2070(92)90008-W. S2CID 11034360.
Armstrong, J. Scott (2012). "Natural Learning in Higher Education". Encyclopedia of the Sciences of Learning. Springer. pp. 2426–2433.
Jacquart, Philippe; Armstrong, J. Scott (2013). "Are top executives paid enough? An evidence-based review" (PDF). Interfaces. 43 (6): 580–586. doi:10.1287/inte.2013.0705.
Armstrong, J. Scott; Du, Rui; Green, Kesten C.; Graefe, Andreas (2016). "Predictive validity of evidence-based persuasion principles: An application of the index method". European Journal of Marketing: 50. doi:10.1108/EJM-10-2015-0728.
Armstrong, J. Scott; Green, Kesten C. (2013). "Effects of corporate social responsibility and irresponsibility policies" (PDF). Journal of Business Research. 66 (10): 1922–1927. doi:10.1016/j.jbusres.2013.02.014. S2CID 145059055.
Armstrong, J. Scott; Green, Kesten C. (2017). Guidelines for Science: Evidence and Checklists (Report).
Founder
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Armstrong is a founder or co-founder of these organizations, journals, and websites:
Organizations
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International Institute of Forecasters, established 1982.
International Symposium on Forecasting, annually since 1981.
Journals
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Journal of Forecasting, founded 1982. 1982-83 citation impact factor 7th in business, management, and planning journals.
^"Obituary for J. Scott Armstrong". Logan Funeral Homes. Archived from the original on 2023-11-30. Retrieved 2023-11-30.
^sueddeutsche.de GmbH, Munich, Germany. "Wahlforschung – Zauberformeln für den Wählerwillen – Wissen". sueddeutsche.de. Archived from the original on 2008-09-13. Retrieved 2010-04-19.{{cite web}}: CS1 maint: multiple names: authors list (link)
^topeditor (2007-09-05). "Grading the Forecasts of 'Experts'". Blogs.wsj.com. Archived from the original on 2014-04-13. Retrieved 2010-04-19.
^"spiked | Put your money where your 'myth' is". Spiked-online.com. Archived from the original on 2010-02-06. Retrieved 2010-04-19.
^ abcd"J. Scott Armstrong, Professor of Marketing – The Wharton School of the University of Pennsylvania". Marketing.wharton.upenn.edu. 2008-11-18. Archived from the original on 2010-06-20. Retrieved 2010-04-16.
^ ab"Professor Scott Armstrong Exposing Inaccuracies in Polar Bear Studies". News of Interest.TV. Archived from the original on 2011-07-19. Retrieved 2010-04-19.
^Armstrong, J. Scott; Green, Kesten C.; Graefe, Andreas (August 2015). "Golden rule of forecasting: Be conservative". Journal of Business Research. Special Issue on Simple Versus Complex Forecasting. 68 (8): 1717–1731. doi:10.1016/j.jbusres.2015.03.031.
^Green, Kesten C.; Armstrong, J. Scott (August 2015). "Simple versus complex forecasting: The evidence". Journal of Business Research. Special Issue on Simple Versus Complex Forecasting. 68 (8): 1678–1685. doi:10.1016/j.jbusres.2015.03.026. Archived from the original on 2020-06-08. Retrieved 2019-07-08.
^Armstrong, J. Scott, Persuasive Advertising, Palgrave Macmillan
^ abcdeArmstrong, Scott (30 March 2012). "Evidence on the Effects of Mandatory Disclaimers in Advertising". Journal of Public Policy & Marketing. Archived from the original on 16 September 2024. Retrieved 7 March 2015.
^ abJacquart, P; Armstrong, JS (2013). "Are top executives paid enough? An evidence based review" (PDF). Interfaces. 43 (6): 580–586. doi:10.1287/inte.2013.0705. Archived (PDF) from the original on 2017-08-08. Retrieved 2017-05-26.
^ abArmstrong, J.S.; Green, Kesten C. (2017). Guidelines for science: evidence and checklists (PDF) (Report).
^Green, Kesten; Armstrong, J. Scott (July 10, 2007). "Global Warming: Forecasts by Scientists versus Scientific Forecasts". Energy & Environment. 18 (7): 997–1021. doi:10.1260/095830507782616887. S2CID 154566714 – via ScholarlyCommons.
^"Principles of Forecasting – Public policy" (PDF). Forecastingprinciples.com. Archived from the original (PDF) on March 8, 2013. Retrieved 2010-04-16.
^ abAmstrup, Steven C., Casswell H., DeWeaver E., Stirling I., Douglas D.C., Marcot B.G., Hunter C.M. (2009). "Rebuttal of "Polar Bear Population Forecasts: A Public-Policy Forecasting Audit"". Interfaces. 39 (4): 353–369. doi:10.1287/inte.1090.0444.{{cite journal}}: CS1 maint: multiple names: authors list (link)
^"Global Warming and Forecasts of Climate Change". Archived from the original on 2015-07-02. Retrieved 2015-05-02.
^"He's still hot to tackle Gore on temps". NY Daily News. Archived from the original on 2021-05-11. Retrieved 2017-05-25.
^Hume, Brit (2007-06-27). "One Expert Is Willing to Bet Money Al Gore Is Wrong About Global Warming – Brit Hume". FOXNews.com. Archived from the original on 2009-02-09. Retrieved 2010-04-16.
^Gavin Schmidt (20 July 2007). "Green and Armstrong's scientific forecast". RealClimate. Archived from the original on 27 March 2014. Retrieved 11 April 2014.
^"Federal Polar Bear Research Critically Flawed, Forecasting Expert Asserts". ScienceDaily. 2008-05-10. Archived from the original on 2024-09-16. Retrieved 2010-04-19.
^INFORMS. "Federal Polar Bear Research Critically Flawed, Argue Forecasting Experts in INFORMS Journal". INFORMS. Archived from the original on 2021-05-14. Retrieved 2017-05-25.
^"MERLOT Awards - Exemplary Learning Materials". info.merlot.org. Archived from the original on July 13, 2016. Retrieved 2017-05-26.
^"Videos - J. Scott Armstrong recieves [sic] Lifetime Achievement Award, ICCC-12 | Heartland Institute". www.heartland.org. Archived from the original on August 2, 2017. Retrieved 2017-06-06.
^"Global Marketing Conference Hong Kong". Archived from the original on 2017-03-31. Retrieved 2016-02-15.
^"Faculty Awards - Marketing Department". marketing.wharton.upenn.edu. Archived from the original on 2018-07-24. Retrieved 2016-02-15.
^"J. Scott Armstrong - Marketing Department". marketing.wharton.upenn.edu. Archived from the original on 2024-09-16. Retrieved 2016-02-15.
^"Forecasting - Biographies of Handbook Authors". www.forecastingprinciples.com. Retrieved 2016-02-15.
^Kirkpatrick, Shelley A.; Locke, Edwin A. (1992-03-01). "The Development of Measures of Faculty Scholarship". Group & Organization Management. 17 (1): 5–23. doi:10.1177/1059601192171002. ISSN 1059-6011. S2CID 145583857.