Clayton Clawson, 87; Educator Wrote Books on Marketing

Clayton Joseph Clawson, 87, Southern California educator, consultant and author on marketing, died Jan. 12 at Montgomery Hospice in Gaithersburg, Md., of complications resulting from a series of strokes.

A native of Madera, Calif., Clawson earned bachelor’s and doctoral degrees in psychology and economics from Harvard University.

He interrupted his education during World War II to serve as vice counsel of economic affairs in the U.S. Embassy in Peru and as a Navy supply officer on troop transport ships.

Clawson, a former economist at Stanford Research Institute, became an expert on how human values influence the marketplace.

He taught marketing at USC and UCLA and operated Pasadena-based Clawson Research Corp., studying marketing issues for companies including General Electric and Packard Bell.

Among his books are “Psychology in Action,” “Secrets of Attracting More Customers” and “Thesaurus of Values: A Comprehensive Index to Values That Strongly Influence People, With Practical Examples.”