Proceedings of the 1990 Academy of Marketing Science(AMS) Annual Conference

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Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Proceedings of the 1990 Academy

Annual Conferenceof Marketing Science (AMS)

B. J. Dunlap Editor

New Orleans, Louisiana

April 25 - 29, 1990

ISBN 978-3-319-13253-2 ISBN 978-3-319-13254-9 (eBook) DOI 10.1007/978-3-319-13254-9 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014956717 © The Academy of Marketing Science 2015This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)

Reprint from Original edition

Copyright © Academy of Marketing Science 1990All rights reserved.

Developments in Marketing Science, Volume XIII edited by

Editor

Western University B. J. Dunlap

Carolina Cullowhee, NC, USA

B. J. Dunlap

v

CHAIRMAN, BOARD OF GOVERNORS

Robert L. King

Roy D. Adler Pepperdine University

Kent L. Granzin University of Utah

Stanley Hollander Michigan State University

David L. Kurtz Seattle University

C. P. Rao University of Arkansas

Robert Jenkins University of Tennessee

Ivan Vernon Cleveland State University

The Citadel

BOARD OF GOVERNORS

Michael R. Czinkota U.S. Department of Commerce

Jon Hawes University of Akron

John Howard Columbia University

Irene Lange California State University-Fullerton

Stanley J. Shapiro Simon Fraser University

PAST PRESIDENTS

Douglass K. Hawes University of Wyoming

Robin T. Peterson New Mexico State University

vi

1990 CONFERENCE PROGRAM COMMITTEE

Naresh ~aLhotra Vice-President, Programs Georgia Institute of Technology

Robert A. Peterson Program Chair The University of Texas at Austin

Ajay J. Kohli Program Co-Chair The University of Texas at Austin

TRACK CHAIRS Nancy Ridgeway University of Colorado

James Brown Virginia Polytechnic and State University

Alain J. P. J olibert University of Grenoble

Dana Alden University of Hawaii

Zahir Quraeshi Mushtaq Luqmani Western Michigan University

Pamela Henderson Carnegie Mellon University

John Williams Texas Southern University

U.N. Umesh Washington State Univenity

Stanley Hollander Glenn Omura Michigan State University

Lawrence Crosby Arizona State University

William Wilson Rice University

Consumer Behavior

Distribution/Sales Force Management

European Contributions to Marketing

Industrial Marketing

International Marketing

Marketing Education/ Macro Marketing

Minority Marketing

Promotion and Pricing

Retailing

Service Marketing

Strategic Marketing

vii

OTHER COMMITTEE MEMBERS

Bernard Jaworski University of Arizona

JoAnn Novak Rutgers University

Joseph F. Hair, Jr. Louisiana State University

C. Glenn Walters Nicholls State University

Lynn Judd

Chair, Doctoral Dissertation Competition

Chair, JaneK Fenyo Student Paper Competition

Co-Chairs, Local Arrangements

California State University-San Bernardino Co-Chairs, Placement Service

Lyn Amine St. Louis University

B. J. Dunlap Western Carolina University

Paul C. Thistlethwaite Western Illinois University

Proceedings Editor

Publicity and Public Relations

viii

AWARDS PRESENTED AT 1990 AMS CONFERENCE

Distinguished Marketing Practitioner

Bob Powell Senior Executive Vice-President

and Region Director, Picadilly Cafeterias

Outstanding Marketing Educator

Dr. William R. Darden Louisiana State University

Winner of Doctoral Dissertation Competition

To Be Announced at the Conference

Winner of Dr. JaneK Fenyo Student Paper Competition

First Place "Psychic Stock: Retail Inventory for Stimulating Demand"

Paul D. Larson Robert A. DeMarais

University of Oklahoma

Second Place "How to Improve Service Quality by Increasing Customer Participation"

Pratibha A. Dabholkar Georgia State University

ix

Award-Winning Competitive Papers

"The Art of Time" Esther Page-Wood and Paul M. Lane

Western Michigan University

Carol J. Kaufman Rutgers University

"Product Familiarity, Involvement and Advertising Effectiveness" Chike Okechuka

University of Windsor

x

REVIEWERS

Avery Abernethy Auburn University

Okan Akcay ICutzto~ University

Lyn S. Amine Saint Louis University

Alan Andreasen California State University-Long Beach

Reinhard Angelmar INSEAD

ICenneth Anglin Central Michigan University

Jill S. Attaway University of ICentucky

Nizan Aydin Suffolk University

Emin Babakus Memphis State University

ICenneth Baker University of New Mexico

"Tansu Barker Brock University

Mary Barry Auburn University

Judy Bayer Carnegie Mellon University

Sharon Beatty University of Alabama

Joseph A Bellizzi Arizona State-West Campus

Russell W. Belk University of Utah

Richard Beltramini Arizona State University

Mukesh Bhargava University of Alberta

Roger D. Blackwell The Ohio State University

Peter H. Bloch University of Massachusetts

Frantz Boeker University of Regensburg

Charles Bodkin Bentley Coll~ge

Jacqueline Bro~ University of Nevada-Las Vegas

William G. Browne Oregon State University

David Boush University of Oregon

David E. Bowen University of Southern California

Michael Bowers University of Alabama-Birmingham

Alvin C. Burns Louisiana State University

Leroy M. Buckner Florida Atlantic University

John Burnett Texas A&M University

xi

Scot Burton Louisiana State University

Frank Cannone Drexel University

S. Tamer Cavusgil Michigan State University

Sue Coates Western Michigan University

David Collier Ohio State University

Robert Collins University of Nevada-Las Vegas

James M. Comer University of Cincinnati

Ernest Cooke Loyola College of Maryland

Philip Cooper Loyola College

T. Bettina Cornwell Memphis State University

Ronald L. Coulter Southwest Missouri State University

Deborah Cowles Virginia Commonwealth University

John C. Crawford University of North Texas

Ronald C. Curhan Boston University

John Czepiel New York University

Michael Czinkota Georgetown University

Faramarz Damanpour James Madison University

Rajiv P. Dant University of Mississippi

William Darden Louisiana State University

Pat Daugherty University of Georgia

Frank W. Davis University of Tennessee

Scott Dawson Portland State University

Christy L. DeVader Loyola College

John R. Dickinson University of Windsor

Roger Dickinson The University of Texas-Arlington

I. Attila Dicle Rhode Island College

Ulka Dicle Rhode Island College

Jeffrey C. Dilts University of Akron

James H. Donnelly University of Kentucky

Naveen Donthu Georgia Institute of Technology

Meme Drumwright Harvard University

Dale F. Duhan Michigan State University

xii

Calvin P. Duncan University of Colorada

Tom Duncan University of Colorado

Patrick Dunne Texas Tech University

Richard M. Durand University of Maryland

Dogan Eroglu Georgia State University

Sevgin Eroglu Georgia State University

Abdolreza Eshghi Bentley College

Hazel F. Ezell University of Alabama

Ann E. Fairhurst Indiana University

Richard Feinberg Purdue University

Edward F. Fern Virginia Polytechnic Institute

0. C. Ferrell Memphis State University

Raymond P. Fisk University of Central Florida

Pierre V alette Florence University of Grenoble

Sandra Forsythe Miami University

Ellen Foxman Washington State University

Jonathan Frenzen The University of Arizona

Myron Gable Shippensburg State University

James W. Gentry University of Nebraska

Donna G. Goehle Thunderbird Campus

Linda L. Golden University of Texas

Ronald E. Goldsmith Florida State University

Jac L. Goldstucker Georgia State University

John F. Grashof Kennesaw College

Paul E. Green University of Pennsylvania

Stephen Grove Clemson University

Dennis Guthery Thunderbird Campus

Ronald D. Hampton University of Nebraska-Lincoln

Nancy L. Hansen University of New Hampshire

Salah S. Hassan George Washington University

Douglass K Hawes The University of Wyoming

Jon Hawes University of Akron

xiii

Joseph C. Hecht Montclair State College

Marilyn Leibrenz-Heinz George Washington University

Pamela Henderson Carnegie Mellon University

Robin A Higie University of Connecticut

Earl Honeycutt, Jr. University of North Carolina-Wilmington

Ralph Hook University of Hawaii

David Horne California State University-Long Beach

Ronald A Hoverstad Texas Christian University

Vince Howe University of North Carolina-Wilmington

Wayne Hoyer University of Texas

Marie Adele Hughes University of Oklahoma

Shelby D. Hunt Texas Tech University

Jim Hutton College of St .. Thomas

Laurence W. Jacobs University of Hawaii

Linda Jamieson Northeastern University

Joby John Bentley College

Karen Johnson Old Dominion University

Eugene M. Johnston University of Rhode Island

Madhav P. Kacker Suffolk University

Sami Kassem University of Toledo

Carol J. Kaufman Rutgers University

Erdener Kaynak Penn State-Harrisburg

Kay L. Keck University of Georgia

Craig A Kelley California State University

Charles Keown University of Hawaii-Manoa

Roger Kerin Southern Methodist University

Chandra M. Kochunny University of Minnesota

John F. P. Konarski, III Florida International University

Kathleen A Krentler San Diego State University

Erdogan Kumcu Ball State University

Charles Lamb Texas Christian University

Paul M. Lane Western Michigan University

xiv

Irene Lange California State University

Mary Ann Lederhaus Stetson University

Tom L. Leonard University of Wisconsin

Robert Leone University of Texas

John Lewis North Texas State

William F. Lewis University of Dayton

Dale Lewison University of Akron

Donald Lichtenstein University of Colorado

Marilyn L. Leibrenz-Himes George Washington University

Daulatram Lund University of Nevada

Mushtaq Luqmani Western Mighigan University

Debbie Macinnis University of Arizona

Essam Mahmoud University ofNorth Texas

Lalita Manrai University of Delaware

Eleanor G. May University of Virginia

Morris L. Mayer University of Alabama

Carl McDaniel University of Texas

William A Mindak Tulane University

Alma Mintu University of Kentucky

Shekhar Misra California State University

Jakki Mohr University of Colorado

Fred W. Morgan Wayne State University

Frank Mulhearn Pennsylvania State University

Keith Murray Northeastern University

Noel Murray University of Delaware

Kent Nakamoto University of Arizona

Richard Netemeyer Louisiana State University

Alphonso 0. Ogbuehi Illinois State University

Roobina Ohanian Emory University

Patrick Okwonko Central Michigan University

Agnes P. Olszewski Seton Hall University

Ben Omulil Louisiana Tech University

xv

Joseph L. Orsini California State University-Sacramento

Aspy Palia University of Hawaii

Charles R. Patton Pan American University-Brownsville

Christian Pinson INSEAD

Richard E. Plank University of Lowell

Bernard Pras University of Paris-Dauphine

Chris Puto University of Arizona

Dawn Pysarchik Michigan State University

Zahir A Quraeshi Western Michigan University

s. Ram University of Arizona

Sridhar Ramaswami Iowa State University

C. P. Rao University of Arkansas

N abil Razzouk California State-San Bernadino

Alan Reddy Valdosta State College

Michael Reilly Montana State University

Peter H. Reingen Arizona State University

Arno Rethans California State University-Chico

Gillian Rice Rice Mahmoud Associates

Marsha L. Richins University of Massachusetts

Glenn Riecken East Tennessee University

Debra J. Ringold University of Baltimore

Jacquelene Robeck University of Wisconsin-Stout

John Roberts Australian Grad School of Management

Scott Roberts Old Dominion University

Donald P. Robin University of Southern Mississippi

Richard Robinson Marquette University

Martha Rogers Bowling Green State University .

Robert D. Rogers University of New Mexico

John Ronchetto California State University-Fullerton

Joel Saegert University of Texas-San Antonio

A Coskun Samli North University of North Florida

Eberhard E. Scheuing St. Johns University

xvi

Charles D. Schewe University of Massachusetts

Madhev Segal Southern Illinois University

Lawrence F. Seick University of Pittsburgh

Don R. Self Auburn University at Montgomery

Elaine Sherman Hofstra University

Zoher E. Shipchandler Indiana University

Shahid Siddiqi Seton Hall University

M. Joseph Sirgy Virginia Tech

Denise T. Smart Texas A&M University

Scott M. Smith Brigham Young University

Douglas M. Stayman University of Texas

Donald Stem Washington State University

Nancy Stephens Arizona State University

Brenda Sternquist (Witter) Michigan State University

Ronald M. Stiff University of Baltimore

Robert Stone University of Illinois

Mita Sujan Pennsylvania State University

Annen Taschchian Kennesaw College

Ann M. Thompson Northern Illinois University

Taydel Tullous University of Texas

M. Vankatesan University of Rhode Island

Alladi Venkatesh University of California-Irvine

Scott Vittell University of Mississippi

Cathy J. Cobb-Walgren Georgia State University

Alf H. Walle Ithaca College

Robert Westbrook Rice University

R. Dale Wilson Michigan State University

Van Wood Texas Tech University

Arch Woodside Tulane University

Yoo Yang University of Wisconsin

Atilla Yaprak Wayne State University

Julian E. Yudelson Rochester Institute of Technology

xvii

Ronald Zallocco University of Toledo

William Zikmund Oklahoma State University

Mary R. Zimmer University of Georgia

* * * * * Additional Reviewers Not in Above Alphabetical Order

Kofi Q. Dadzie Georgia State University

William Kilbourne Sam Houston State University

Robert L. King The Citadel

Angelina Dillareal University of Wisconsin

Elizabeth Johnson Atromitec, Inc.

xviii

DISCUSSANTS

Kenneth Anglin, Central Michigan University Jill Attaway, University of Kentucky Nizamettin Aydin, Suffolk University Kenneth D. Bahn, University of Texas-Arlington Tansu Barker, Brock University Michael R. Bowers, University of Alabama-Birmingham Melissa Burnett, Southwest Missouri State University Frank Carmone, Drexel University Deborah Cowles, Virginia Commonwealth University John C. Crawford, University of North Texas Kofi Q. Dadzie, Georgia State University Rajiv P. Dant, University of Mississippi Attila Dicle, Rhode Island College Jeffrey C. Dilts, University of Akron Richard Easley, Baylor University 0. C. Ferrell, Memphis State University Sandra Forsythe, Miami University Pervez N. Ghauri, Oslo Business School John Grashof, Kennesaw College Stephen Grove, Clemson University Salah Hassan, George Washington University Jon M. Hawes, University of Akron Joel Herche, Fort Lewis College Marilyn L. Liebrenz-Himes, George Washington University Earl Honeycutt, University of North Carolina-Wilmington Ron Hoverstad, Texas Christian University Michael R. Hyman, University of Houston-Clear Lake William Keep, Michigan State University William E. Kilbourne, Sam Houston State University Robert L. King, The Citadel C. M. Kochunny, University of Minnesota Kathleen Krentler, San Diego State University William Lewis, University of Dayton Daulatram B. Lund, University of Nevada-Reno Essam Mahmoud, University of North Texas Carl McDaniel, University of Texas-Arlington Keith Murray, Northeastern University Saviour L. Nwachukwu, University of Mississippi Alphonso Ogbuehi, Illinois State University John Ozment, University of Arkansas Kathy Pettit, University of Idaho Thomas L. Powers, University of Alabama-Birmingham Zahir A. Quraeshi, Western Michigan University Nabil Razzouk, California State University-San Bernardino Glenn Riecken, East Tennessee State University

xix

SESSION CHAIRS

Lyn S. Amine, St. Louis University Mary Barry, Auburn University Mukesh Bhargava, University of Alberta Stephen Brown, University of Ulster-Jordanstown Mary L. Carsky, University of Hartford Anita Cava, University of Miami Tamer S. Cavusgil, Michigan State University John R. Dickinson, University of Windsor Noveen Donthu, Georgia Institute of Technology Charles Futrell, Texas A&M University Jon M. Hawes, University of Akron David Home, California State University-Long Beach Jim Hutton, College of St. Thomas Bernard Jaworski, University of Arizona Carol J. Kaufman, Rutgers University-Robert L. King, The Citadel Ajay K. Kohli, University of Texas John F. P. Konarski, .111, Florida International University Jordi Montana, Escuela Superior de Administracion y, Direccion de Empresus Charles Lamb, Texas Christian University Irene Lange, California State University-Fullerton Robert C. Lewis, University of Massachusetts Louis G. Pol, Rollins College Mushtaq Luqmani, Western Michigan University Naresh Malhotra, Georgia Institute of Technology Roobina Ohanian, Emory University Paul Prabhaker, DePaul University S. Ram, University o'f Arizona Gillian Rice, Rice Mahmoud Associates John Ronchetto, California State University-Fullerton Rene Sacasas, University of Miami A. C. Josh Samli, University of North Florida Madhav Segal, Southern Illinois University Zoher Shipchandler, Indiana University Edwin K. Simpson, Miami University William Strahle, Rider College Armen Tashchian, Kennesaw College Harrie Vredenburg, University of Calgary William R. Wilson, Rice University

xx

J acquelene Robeck, University of Wisconsin-Stout Edwin K. Simpson, Miami University M. Joseph Sirgy, Virginia Polytechnic Institute & State University Bob Stone, University of Illinois James T. Strong, University of Akron Ann M. Thompson, Northern Illinois University Martin T. Topol, Pace University M. Venkatesan, University of Rhode Island

xxi

FOREWARD

It has, indeed, been an honor to edit DEVELOPMENTS IN MARKETING SCIENCE, Volume XIII, the PROCEEDINGS of the 1990 Annual Conference, Acad­emy of Marketing Science, held in New Orleans, Louisiana. This was an excellent learning experience. I enjoyed working with the Track Chairs, authors and discus­sants throughout the world who provide the excellence on which the Academy is founded. It has been an exceptional pleasure to work with Naresh Malhotra, Vice­President of Programs, who has contributed tremendously to the professionalism and high quality of the Academy of Marketing Science conferences over the years. Collaboration with Robert A Peterson and Ajay K Kohli was enjoyable. They are commended for their laborious, yet fme work.

This volume contains 134 refereed papers. The Competitive Sessions were reviewed in the usual, double-blind refereed process by two or more individuals qualified in the given area. For the 1990 Conference, the overall acceptance rate for Competitive Session papers was approximately 40%, reflecting rigor in the review process. Based upon the evaluation and recommendations of Reviewers and Track Chairs, papers accepted for presentation at the conference have been grouped into relevant marketing areas. They appear in this PROCEEDINGS alphabetically by track and, within tracks, alphabetically by author(s).

Publishing the PROCEEDINGS depended directly, or indirectly, on the help of many individuals: the Program Chairman and Co-Chairman, the Track Chair­persons, the Vice-President of Programs, the authors, reviewers, coordinators, typists and others who faced serious time and resource constraints, as well as numerous guidelines. Special thanks are offered to Dr. John McCreary, Dean, Forsyth School of Business, for his support and contribution of.resources, Ms. Sandy Jenkins, Secretary, Department of Management and Marketing, for assisting me in carefully proofing and in enhancing the attractiveness of the lead pages, and Ms. Jeannie Phillips, Departmental Assistant, Western Carolina University. A big ''hats off' is offered to Ms. Pam Clark, Departmental Assistant, who was instrumental in helping me remain efficient when shipping and receiving the voluminous paperwork involved in preparing the PROCEEDINGS. Other institutions also extended their professional support; in particular The Georgia Institute of Technogy, The Univer­sity of Texas at Austin and The University of Miami provided valuable administra­tive assistance.

On behalf of the Officers and Fellows of the Academy of Marketing Science, I sincerely thank the above individuals and institutions for their generous support and contributions. Without their efforts and assistance, this Conference and PRO­CEEDINGS would not have been possible.

In preparing this publication, I have exercised a great deal of care to mini­mize errors and omissions. My sincerest apologies are extended to those who are affected by any mistakes which may still remain.

April 25, 1990 Ms. B. J. Dunlap, D.B.A Western Carolina University

xxii

PR:I~FACE

The Academy was founded in 1971, held its first Annual Conference in 1977 (Akron, Ohio), and has grown and prospered over the years. The relevancy of the Academy's mission and activities to our chosen target market of the marketing professoriate has been a key factor in attracting the discipline's best and brightest throughout the world. The Revised Articles of Association of the Academy, approved by the Board of Governors in the Spring of 1984 and by the General Membership in the Fall of last year, defines the mission of the Academy as follows:

1. Provide leadership in exploring the normative boundaries of marketing, while simultaneously seeking new ways of bringing theory and practice into practicable conjunction;

2. Further the science of marketing throughout the world by promoting the conduct of research and the dissemination of research results;

3. Provide a forum for the study and improvement of marketing as an economic, ethical, and social and political force and process;

4. Furnish, as appropiate and available, material and other resources for the solution of marketing problems which confront particular firms and industries, on the one hand, and society at large on the other;

5. Provide publishing media and facilities for Fellows of the Academy and reviewer assistance on Fellows' scholarly articles;

6. Sponsor one or more annual conferences to enable the Fellows of the Academy to present research results; to learn by listening to other presentations and through interaction with other Fellows and guests; to avail themselves of the placement process; to conduct discussions with book editors; and, to exchange other relevant information;

7. Assist Fellows in the better utilization of their professional marketing talents through redirection, reassignment and relocation;

8. Provide educator Fellows with insights and such resources as may be available to aid them in the development of improved teaching methods, materials, devices and directions;

9. Seek means for establishing student scholarships and professional university chairs in the field of marketing;

10. Offer Fellow of the Academy status to business and institutional executives and organizations; and,

11. Modify the Academy's purpose and direction as the influence of time and appropriate constructive forces may dictate.

xxiii

TABLE OF CONTENTS

CONSUMER BEHAVIOR 1

"Self-Image Congruence as a Model of Consumer Attitude Formation and Behavior: A Conceptual Review and Guide for Future Research" 3

C. B. Claiborne, Virginia Polytechnic Institute & State University M. Joseph Sirgy, Virginia Polytechnic Institute & State University

'Validation of the Suscep Scale: An Independent Second Look" 8 Robert A DeMarais, University of Oklahoma Stacia Wert, University of Oklahoma

"An Examination of Credit Usage by Compulsive Purchasers" 1 3 Alicia Briney Gresham, University of South Alabama Gwen F. Fontenot, University of Northern Colorado

"Consumer Logistics: An Empirical Investigation" 1 8

Kent L. Granzin, University of Utah Kenneth D. Bahn, University of Texas at Arlington

"Adolescents' Power and Perceived Influence in Family Purchase Decisions" 2 4 Chankin Kim, Concordia University Hanjoon Lee, Western Michigan University Asit Sharma, Concordia University

"Conceptual and Methodological Issues in Contemporary Values Research in Consumer Behavior: A Critical Analysis" 3 o

Keun S. Lee, Hofstra University Paul J. Hensel, Southern Illinois University

"Consumer Culture in Developing Economies: Is it Really So Different?" 3 5

Saviour L. Nwachukwu, University of Mississippi Rajiv P. Dant, University of Mississippi

"Product Familiarity, Involvement and Advertising Effectiveness" 4 1

Chike Okechuku, University of Windsor

"New Directors for Consumer Behavior: Adding Services Fuel to the Fire" 4 7 Joseph L. Orsini, California State University-Sacramento

"Integrating Attitude and Attention Theories" 52 Robert S. Owen, The Ohio State University

"The Art of Time" 56 Esther S. Page-Wood, Western Michigan University Paul M. Lane, Western Michigan University

xxiv

"A Theoretical Model for Understanding Satisfaction/Dissatisfaction Outcomes of Complaint Responses" 6 2

Jagdip Singh, Case Western Reserve Univerity Robert E. Widing II, Case Western Reserve University

DISTRIBUTION/SALES FORCE MANAGEMENT 6 7

"Multiple Respondent and Measurement Relationship Approach to Measuringindustrial Salesperson Performance" 6 8

James G. Helgeson, Gonzaga University John Mager, Eastern Washington University Donald F. Harvey, Eastern Washington University

"The Relationship Between Communication Style and Sales Performance" 7 3 Elaine N otarantonio, Bryant College Charles J. Quigley, Jr., Bryant College

'Wholesaling: Marketing's Forgotten Frontier" 7 7 A Coskun Samli, University of North Florida

"The Selling Cycle: A Unifying Guide for Sales Management Decisions" 8 1 Thomas R. Wotruba, San Diego State University Edwin K Simpson, Miami (Ohio) University

EUROPEAN CONTRIBUTIONS TO MARKETING 8 s

"Making International Marketing Managers: The Irish Experience" 8 6 Jim Bell, University of Ulster, Northern Ireland

"Comparing two Involvement Scales: An Application of Structural and Conflrmatory Factor Analysis" 9 2

Gilles Roehrich, University of Grenoble, France Pierre Valette-Florence, University of Grenoble, France

INDUSTRIAL MARKETING 9 7

"Effects of Mood and Arousal on Industrial Buyer Evaluation of Salespersons, Sales Presentations, and Vendors" 9 8

William R. Forrester, Jr., Clemson University William B. Locander, The University of Tennessee

"Prescriptions to Narrow a Consumer /Organizational Buying Behavior 1 o 3 Logical Inconsistency"

Kenneth A Hunt, University of Colorado at Denver Robert C. Good, University of Colorado at Denver

xv

"An Empirical Investigation of the Diffusion Process for Personal Computers Among Small Business Enterprises"

C. P. Rao, University of Arkansas Muthuraman Karuppan, Creighton University

''Understanding Purchasing Behavior in Public Sector Markets: A Call for Research"

John J. Withey, Indiana University at South Bend

INTERNATIONAL MARKETING

"New Product Development Process Among Manufacturing Companies in Developing Countries: A Case Study"

Okan Akcay, Kutztown University

"Strategies for Market Entry Into Power-Dominated Channels in LDC Markets"

Lyn S. Amine, Saint Louis University Karen S. Rogers, Southwestern Bell Corporation

"An Empirical Investigation of the Differences Between Initiating and Continuing Exporters"

A Tansu Barker, Brock University Erdener Kaynak, Penn State-Harrisburg

"Export Trading Companies: A Promise Yet Unfulfilled" Michael R. Cziinkota, Georgetown University John G. Onto, Georgetown University

"The Role of the Japanese General Trading Companies (Sogo Shosha) in Globalization of Business"

I. Atilla Dicle, Rhode Island College illka Dicle, Rhode Island College

"Measurement of Marketing Productivity in a Developing Country" Tunc Erem, Marmara University Sahavet Gurdal, Marmara University

"Managing International Subsidiaries: The Case of Swedish Firms" Pervez N. Ghauri, Olso Business School, Norway

"The Process of Technology Transfer Through Joint Ventures: International Marketing Implications"

Syed Akmal Hyder, Swedish Agricultural University, Sweden Pervez N. Ghauri, Oslo Business School, Norway

108

113

119

120

125

130

135

140

145

150

155

xxvi

"A Cross Regional Study of Export Performance: Atlantic Provinces and Prairie Region Manufacturers Contrasted" 1 6 1

Erdener Kaynak., The Pennsylvania State University at Harrisburg

"Is the Third World Ready for Consumerism? The Case of India and Trinidad & Tobago" 1 6 6

C. M. Kochunny, University of Minnesota-Duluth Hudson P. Rogers, University of Southwestern Louisiana Alphonso Ogbuehi, Illinois State University

"The Impact of International Marketing Research on Export Marketing Strategy: An Empirical Investigation" 1 7 2

Anthony C. Koh, The University of Toledo John K Wong, Iowa State University

"The Impact of Social Class on the Ownership of Consumer Durable Goods in Mexico" 1 7 6

Jose F. Medina, The University of South Alabama Pavlos Michaels, North Carolina A&T State University

"An Exploratory Investigation of Analogical Reasoning in International Marketing Based on Single Instances" 1 8 1

Shekhar Misra, California State University-Chico

"Marketing Standardization by Multinationals in an Emerging Market" 1 8 6 Aysegul Ozsomer, Michigan State University Muzaffer Bodur, Bogazici University, Turkey S. Tamer Cavusgil, Michigan State University

"Compatibility Analysis: A Country Selection Strategy for Investment in LDCS" 188

Melodie R. Phillips, Louisiana State University Janeen E. Olsen, Louisiana State University

"Europe 1992: Issues and Prospects" 1 9 3 Zahir A Quraeshi, Western Michigan University Mushtaq Luqmani, Western Michigan University

"Marketing Decision Variables in the Context of a Developing Country" 1 9 8 C. P. Rao, University of Arkansas G. C. Agrawal, University of Allahabad

"Successful Globalization of Parochial Products" 2 o 3

A Coskun Samli, University of North Florida William C. Wilkinson, Governors State University Peter M. Mutscheller, Virginia Polytechnic Institute &

State University

xxvii

"The Utility of the U.S. Department of Commerce to Small Businesses: An Empirical Study" 2 o s

Anil F. Sharma, Frostburg State University

"Foreign Market Involvement and Technological Changes Among Enterpreneurial Firms" 2 1 3

George Tesar, University of Wisconsin-Whitewater

"People as Products: An Exploratory Study in a Marketing Exchange Context of Singapore" 217

Chow-Hou Wee, National University of Singapore Joseph Tan, National University of Singapore Maw-Der Foo, National University of Singapore

"A Cross-Cultural Assessment of Time Oriented Advertising Appeals" 2 2 2 Bob T. W. Wu, Bowling Green State University John H. Holmes, Bowling Green State University

"Shopping Deliberateness in a Developing Country: An Empirical Study" 2 2 7

Ugur Yavas, East Tennessee State University Glen Riecken, East Tennessee State University

MARKETING EDUCATION/MACRO MARKETING 233

"Marketing Education and All That Jazz" 2 3 4 Stephen Brown, University of Ulster, Northern Ireland Jim Bell, University of Ulster, Northern Ireland

"The Impact of the Single European Market on Marketing Education: An Illustrated Note on Integrating the Issues" 2 3 7

Patrick D. Butler, University of Ulster, Northern Ireland

"Perspectives on Women in Marketing Education: A Comparison of the Career Paths of Male and Female Marketing Educators" 2 4 4

Mary L. Carsky, The University of Hartford Mary Ellen Wallar-Zuckerman, The Gannett Center for Media Studies Ellen J. Kennedy, The College of St. Thomas

"Florida's Mandated Recycling Law (1988): A Marketing Commentary" 2 4 9 Donald A Fuller, University of Central Florida Peter L. Gillett, University of Central Florida

"Making Ethical Marketing Decisions" 2 s 4 Randall S. Hansen, Florida State University

xxviii

"Controlling the Counterfeit Product Problem: Marketing and Public Policy Implications of the Trademark Counterfeiting Act of 1984" 2 59

Craig A Kelley, California State University-Sacramento Joseph L. Orsini, California State University-Sacramento

"'Needs' and 'Wants' in Marketing Literature: Pedagogical Difficulties" 2 6 4

Scott D. Roberts, Old Dominion University Rajiv P. Dant, University of Mississippi Christina L. Lim, University of Mississippi

''Who's Looking Out for the Consumer? A Profile of Concerned Marketers" 2 6 9

Teresa M. Sundstrom, University of Utah Kent L. Granzin, University of Utah Janeen E. Olsen, Louisiana State University

"Noncumulative College Education in Marketing: Retarding Professionalism" 2 7 4

John E. Swan, University of Alabama at Birmingham Michael R. Bowers, University of Alabama at Birmingham Karla A Sierra, University of Alabama at Birmingham

"The Impact of Market Structure, Versus Competitor Strategy, on Simulation Outcomes" 2 9 7

T. Richard Whiteley, Rhode Island College A J. Faria, University Windsor, Ontario John R. Dickinson, University of Windsor, Ontario

"Adding Skill Development to Graduate Marketing: A Case History" 2 8 4

Leon Winer, Pace University

"The Generalizability of Measurements: An Application to 'Blind Refereeing' Process" 2 8 9

Burhan F. Yavas, California State University-Dominguez Hills

MINORITY MARKETING 2 9 5

"An Investigation of Service Provider Choice: Ethnic Identity or Better Service?" · 2 9 6

Pamela W. Henderson, Carnegie Mellon University Robert P. Leone, University of Texas at Austin

"The 'Dead Zones' in Minorities Marketing" 3 o o Mon-Le Lee, Indiana University Margaret Mary Liebman, La Salle University

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"A Framework for Developing Reliable and Valid Indicators of Students' Performance in Marketing Courses" 3 o 5

Roobina Ohanian, Emory University Susan Carley, Kennesaw State College Armen Tashchian, Kennesaw State College

"An Exploration of Intergenerational Differences Among Mexican-Americans: Consumption-related Attitudes and Behavior" 3 1 o

Pablo Rhi-Pere~, Pan American University of Texas

"Black/White Differences in Rebate Perceptions: An Exploratory Study" 3 1 5 Peter K Tat, Memphis State University William A Cunningham, Memphis State University Emin Babakus, Me~phis State University

PROMOTION AND PRICING 3 1 9

"Obtaining a Premium Price by Managing the Firm's Reputation for Quality" 320

Roger J. Best, University of Oregon DelL Hawkins, University of Oregon Charles M. Lillis, US WEST

"An Exploratory Investigation of Different Patterns of Consistency for Cues Used in Consumers' Subjective Evaluations or Product Quality" 3 2 5

William B. Dodds, Boston College

"Consumer Learning Styles: Implications for Promotional Strategy" 3 3 o Nancy T. Frontczak, Metropolitan State College Steven W. Hartley, University of Denver

"Attitudes of the Electorate Toward Political Advertising" 3 3 5 Robert E. Hite, Kansas State University Cynthia Fraser, Kansas State University

"Top Advertisers Budgeting Methods in Canada" 3 4 1 C. L. Hung, University of Calgary Douglas C. West, University of Calgary

"Defining and Measuring Company Image" 3 4 6 Madeline Johnson, University of Houston-Downtown George M. Zinkhan, University of Houston

"Role Stereotypes in Television Advertisements" 3 5 1 Peter W. Pasold, Concordia University

xxx

"Toward Conceptualizing a Model of Direct Marketing Responsiveness in Consumer Environments" 3 56

Victoria A Seitz, University of North Texas Tom K Massey, Jr., University of North Texas

RESEARCH METHODOLOGY 361

"Rank Order Data and the Choice of a Correlation Input to Confirmatory Factor Analysis" 3 6 2

Emin Babakus, Memphis State University Gregory W. Boller, ~emphis State University

"Predictive Accuracy of Classification and Regression Trees (CART) Versus Conjoint Analysis" 3 6 6

Paul E. Green, University of Pennsylvania Jinho Kim, University of Pennsylvania Bruce Shandler, Intersearch Corporation

"The Measurement of Consumer Enthnocentrism: Revisiting the Cetscale" 3 7 1

Joel Herche, Fort Lewis Cc.:>llege

"Measuring Nonrepresentativeness in a Bank Customer Survey: A Case Study" 3 7 6

Donald A Fuller, University of Central Florida

"The Effect of Transforming the Dependent Variable on Predictive Validity in OLS Conjoint Estimation Procedure" 380

Daulatrum B. Lund, University of Nevada-Reno Allen E. Smith, Florida Atlantic University

"An Analytical Study of the Frequency and Determinants of Forecast Selection for Judgmental Revision" 3 8 5

Brian P; Mathews, Teesside Polytechnic Adamantios Diamantopoulos, University College of Swansea

"Importance Weight Sensitivity in the Hybrid Conjoint Model" · 390

Catherine M. Schaffer, Drexel University

"An Investigation of the Predictive Validity of Bipolar Adjective and Graphic Position Scales" 3 9 5

Donald E. Ste'm, Jr., Washington State University Sanjay Mishra, Washington State University U. N. Umesh, Washington State University

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RETAILING 401

"Event History Analysis of a Waterfront Redevelopment Project on Existing Retailers" 4 o 2

Jeff Allen, Stetson University Steve Barnett, Stetson University

"Retail Practices: Ethical Perceptions of Retail Students" 4 o 7

David J. Burns, Purdue University Peter W. Smith, Louisiana State University-Shreveport

"Service Orientation and Ancillary Service Perceptions" 4 1 1

William R. Darden, Louisiana State University Barry J. Babin, Louisiana State University

"Incremental Analysis: For Retail Decision Making" 4 1 s Roger Dickinson, The University of Texas at Arlington

"Part-Time Employment of Older Workers in the Service Industry" 4 2 o Ann DuPont, The University of Texas at Austin Jane Craig, The University of Texas at Austin

"The Sun Also Rises in the West - Emerging Alternatives to Pacific Rim Sourcing in the Western Hemisphere" 424

Ann DuPont, The University of Texas at Austin Jane Craig, _The_.llniversity of Texas at Austin

"The Franchise Selection Decision: A Decision Systems Analysis" 4 2 7

Gail B. Glenesk, Western Michigan University

"Psychological Age and Fashion Innovations" 4 3 2

Ronald E. Goldsmith, Florida State University Melvin T. Stith, Florida State University

"Studying the Bodega in Hispanic Barrios: Research Realities from a Field Study" 4 3 7

Carol J. Kaufman, Rutgers University Sigfredo. A Hernandez, Rider College

"Competition Between Specialty and NonSpecialty Outlets: The Effect of Consumer Expertise" 441

William W. Keep, Michigan State University

"Psychic Stock: Retail Inventory for Stimulating Demand" 4 4 7

Paul D. Larson, University of Oklahoma Robert A DeMarais, University of Oklahoma

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"Changing Economic Conditions of Smll Rural Trade Areas: Some Notes on the Presence of Discount Retail Chains" 4 5 1

John Ozment, University of Arkansas Michael A Jones, Auburn University-Montgomery

"Traditional and Non-Traditional Women-Owned Enterprises: A Comparative Study of Retailers and Realtors" 4 5 7

Sandra D. Skinner, Western Carolina University

"The Effects of Retail Sales Promotions on Consumer Decision Making Strategies and Attitude-Behavior Consistency" 4 6 1

Bernice Stevens Smith, Butler University

"On Defming and Measuring Store Image" 466 Lisa Villanova, University of Houston George M. Zinkhan, University of Houston Michael R. Hyman, University of Houston-Clear Lake

"Field and Laboratory Experiments in Retailing and Marketing Research" 4 71 George M. ~nkhan, University of Houston Sarah Gardial, University of Tennessee Keith K Cox, University of Houston

SERVICE MARKETING 4 7 5

"The Role of Marketing in Educational Services Perceptions of Private Schools" 4 7 6

Nora Ganim Barnes, Southeastern Massachusetts University

"Traveler Destination Image Modification Process and Its Marketing Implications" 4 8 o

Kye-Sung Chon, Virginia Polytechnic Institute & State University

"How to Improve Perceived Service Quality by Increasing Customer Participation" 4 8 3

Pratibha A Dabholkar, Georgia State University

"The Need for Positioning in the Health Care Market" 488 John B. Ford, Old Dominion University Earl D. Honeycutt, Jr., University of North Carolina-Wilmington K Douglas Hoffman, University of North Carolilna-Wilmington

"Examining Market Opportunities for Optometric Services" 4 9 3

Jon M. Hawes, University of Akron James t. Strong, University of Akron

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"The Effect of Negatively Stated Disclosures in Legal Ads on Consumer Perceptions of the Lawyer: An Exploratory Study" 4 9 8

William E. Kilbourne, Sam Houston State University Charles R. B. Stowe, Sam Houston State University

"Lawyer's Perceptions of Client Dissatisfaction" so 3 Leslee Olfert, Canadian Bar Association (Saskatchewan) Jack Dart, University of Saskatchewan

"The Interaction of Marketing with Other Functional Units in Product/ Service Management: R&D, Production, and Human Resources" so 8

Joseph L. Orsini, California State University-Sacramento

"The Value-Added Role of Boundary-Spanning Employees" 51 3 Robert S. Owen, The Ohio State University John R. Grabner, The Ohio State University Martha C. Cooper, The Ohio State University

"Consumer Perceptions of Service Salespeople" 518 C. P. Rao, University of Arkansas David L. Kurtz, University of Arkansas Beng Soo Ong, University of Arkansas

"The Role of Marketing in Mass Transit" s 2 3 Mary F. Smith, California State University-San Bernardino Nabil Razzouk, California State University-San Bernardino Scott A Richardson, Riverside Transit Agency, Riverside, California

"Does the Degree Designation of a Doctor Make a Difference in the Consumer Selection Process: An Empirical Study" s 2 6

Paul J. Solomon, University of South Florida James S. Hensel, University of South Florida

STRATEGIC MARKETING 531

"How Marketing Managers Use Market Segmentation: An Exploratory Study" 532

James C. Cross, University of Nevada-Las Vegas

'"Marketing in the 1970s: A Symposium' Revisited and a Trepidations Peek at the 1990s" s 3 7

Thomas J. Steele, University of Montana

"Index of Authors 543

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