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Proceedings of the 1982 Academy of Marketing Science(AMS) Annual Conference
More information about this series at http://www.springer.com/series/13409
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Editor
Proceedings of the 1982 Academyof Marketing Science (AMS)
Annual Conference
May 5-8, 1982
Vinay Kothari
Las Vegas, Nevada
Co-EditorsDanny R. Arnold • Tamer Cavusgil • Jay D. Lindquist
Jay Nathan • Stan Reid
ISBN 978-3-319-16945-3 ISBN 978-3-319-16946-0 (eBook) DOI 10.1007/978-3-319-16946-0 Library of Congress Control Number: 2015937894
© Academy of Marketing Science 2015
Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)
Reprint from Original edition
Copyright © Academy of Marketing Science 1982All rights reserved.
Developments in Marketing Science, Volume V edited by
Springer Cham Heidelberg New York Dordrecht London
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
This 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. 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. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made.
Vinay Kothari
Editor Vinay KothariStephen F. Austin State UniversityNacogdoches, TX, USA
EditoCo- rsDanny R. ArnoldMississippi State UniversityMississippi State, MS, USA
Tamer CavusgilUniversity of Wisconsin–WhitewaterWhitewater, WI, USA
University of Wisconsin–ParksideJay D. LindquistWestern Michigan UniversityKalamazoo, MI, USA
Jay Nathan
Parkside, WI, USA
Stan ReidSyracuse UniversitySyracuse, NY, USA
v
COSPONSORING UNIVERSITIES AND COLLEGES
Ball State University California State University- Fullerton Concordia University -Marketing Department C. W. Post Center-Long Island University De Paul University Eastern Michigan University lona College Mississippi State University New Mexico State University Niagara University
State University College-Buffalo Stephen F. Austin State University Syracuse University University of Miami University of North Dakota University of Wisconsin -Parkside University of Wisconsin -Whitewater Utah State University Western Michigan University
SPECIAL ACKNOWLEDGEMENTS
OFFICERS OF THE ACADEMY
President Robin T. Peterson New Mexico State University
Executive Vice President and Director Harold W. Berkman University of Miami
Vice President Programs Dub Ashton University of Arkansas
Vice President Membership/U.S.A. Douglas K. Hawes University of Wyoming
Vice President Membership/Canada Peter M. Banting McMaster University
Vice President Membership/! nternational Venkatakrishna V. Bellur Niagara University
Vice President Publication Jane K. Fenyo C. W. Post Center
Vice President Finances Saeed Samiee Kent State University
Vice President Chapter Development Irene Lange California State University, Fullerton
Vice President Public Relations Charles W. Gross Illinois Institute of Technology
Vice President Publicity Robert D. Tamilia University of Windsor
Corresponding Secretary Robert H. Luke, Jr. College of Virgin Islands
Recording Secretary Howard S. Gitlow University of Miami
Board of Governors A. Coskun Samli, Chairperson Beverlee Anderson Emma Auer Carl E. Ferguson, Jr. Edwin S. Hackelman Mary Carolyn Harrison V. H. Kirpalani J. Irwin Peters Bert Rosenbloom James R. Wills, Jr.
Recipient of Academy's Marketer of the Year Award
Mr. Harry Wald President and Chief Operating Officer, Caesars Palace
Las Vegas, Nevada
vi
1982 CONFERENCE COMMITTEE
Venkatakrishna V. Bellur, Program Chairman Dub Ashton, Vice President for Programs Harold W. Berkman, Conference Coordinator Jane K. Fenyo, Conference Coordinator
Irene Lange, Conference Coordinator Robin T. Peterson, Conference Coordinator J. Kent Pinney, Chairman, Local Arrangements
TRACK CHAIRPERSONS
Channel of Distribution ............................... Dr. John T. Mentzer. VPI & State University Comparative Marketing ............................ Dr. Erdener Kaynak, Mount Saint Vincent Univ. Consumer Behavior ........................................ Dr. Glen Riecken, Ball State University Doctoral Dissertation ................................ Dr. Jay D. Lindquist, Western Michigan Univ. Health Services Marketing ........................ Dr. Roger Jenkins, Univ. of Tennessee, Knoxville Industrial Marketing ........................... Dr. Alvin J. Williams, Univ. of Southern Mississippi
International Marketing .................. Dr. Heiko de B. Wijnholds, Virginia Commonwealth Univ. Marketing Education ................................... Dr. John H. Lindgren, Jr., Univ. of Virginia Marketing Management ...................................... Dr. Julian W. Vincze, Rollins College Marketing & Non-Profit Organization .................... Dr. Douglas K. Hawes, Univ. of Wyoming Marketing Research ...................................... Dr. Saeed Samiee, Kent State University Marketing and Society ............................................. Dr. Philip Baron, lona College
Physical Distribution/Logistics ....................... Dr. John C. Rogers Ill, Utah State University Promotions ....................................... Dr. Myron Leonard, Western Carolina University Public Policy ..................................... Dr. Edward J. Ryan, Jr., Univ. of North Carolina Quantitative Marketing ......................................... Dr. Stan Reid, Syracuse University Small Business Management/Marketing .............. Dr. Douglas J. Lincoln, Boise State University Student Papers ........................................ Dr. Thomas R. Baird, Ball State University Workshops/Symposia .......................................... Dr. V. V. Bellur, Niagara University
Dr. John Anderson Southwestern Adventist College
Dr. Danny R. Arnold Mississippi State University
Dr. Harold Babb University of Richmond
Dr. Tom Badgett Texas Christian University
Dr. John L. Beisel Pittsburg State University
Dr. Martin L. Bell Rollins College
Dr. Joseph Bellizzi Colorado State University
Dr. Venkatakrishna Bellur Niagara University
Dr. Charles L. Broome East Carolina University
Dr. Joseph Caligur University of Missouri-Kansas City
Dr. Richard Carr University of Arkansas-Little Rock
Dr. S. Tamer Cavusgil University of Wisconsin -Whitewater
REVIEWERS
Dr. Maurice Clabaugh Ball State University
Dr. Stephen W. Clopton Virginia Polytechnic Institute and St. Univ.
Dr. Lawrence F. Cunningham New School for Social Research
Dr. Lee Dahringer Emory University
Dr. Michael F. d'Amico University of Akron
Dr. William Dempsey Temple University
Dr. B. J. Dunlap Appalachian State University
Dr. George M. Dupuy Lynchburg College
Dr. Robert Dyer George Washington University
Pr. Margaret Ellison Mount Saint Vincent University
Dr. Robert Ellison Dalhousie University
Dr. Wallace Feldman Suffolk University
vii
Dr. Jack Forrest Belmont College
Dr. James R. Frew University North Carolina-Greensboro
Dr. Donald A. Fuller University of Central Florida
Dr. C. Kendrick Gibson Indiana State University
Dr. George Glisan Illinois State University
Dr. Scott Greene California State University
Dr. Joe Gruenwald Clarion State College
Dr. Metin Gurol University of Baltimore
Dr. William A. Hailey University of North Carolina-Greensboro
Dr. Lynn Harris Shippensburg State College
Dr. Jon Hawes University of Akron
Dr. Robert Hoel Colorado State University
Dr. Erdener Kaynak Mount Saint Vincent University
Dr. William J. Kehoe University of Virginia
Dr. Algin B. King Christopher Newport College
Dr. Nathan Kling Saint Mary's University
Dr. Leonard J. Konopa Kent State University
Dr. Vinay Kothari Stephen F. Austin State University
Dr. Robert Krampf Kent State University
Dr. Robert E. Krapfel General Motors Institute
Dr. Richard Lancioni Temple
Dr. C. John Langley University of Tennessee
Dr. Mary Ann Lederhaus University of North Florida
Dr. Wan Soo Lee University of Wisconsin-Parkside
Dr. David Lewis University of Tennessee -Chattanooga
Dr. James Lumpkin North Texas State University
Dr. Bill Lundstrom Old Dominion University
Dr. R. Neil Maddox Dalhousie University
Dr. C. A. Maile Northern lllinios University
Dr. Naresh K. Malhotra George Institute of Technology
Dr. Steve McDaniel Texas A & M University
Dr. Martha R. McEnally University North Carolina-Greensboro
Dr. Lee Meadow Illinois State University
Dr. Robert J. Miller Northern Michigan University
Dr. Bernard A. Morin University of Virginia
Dr Gene Murdock University of Wyoming
Prof. George J. Neimanis Niagara University
Dr. Wesley E. Patton Appalachian State University
Dr. Nancy C. Peat University of Cincinnati
Prof. Bohdan Pikas Niagara University
Dr. Milton Pressley University of Mississippi
Dr. Thomas K. Pritchett Georgia College
Dr. Ralph A. Reith University of Lowell
Dr. Robert A. Robicheaux University of Alabama
Dr. Ken Roering University of Minnesota
Dr. Dave Rosenthal Miami University
Dr. Benjamin Sackmary University of Hartford
Dr. William F. Schoell University of Southern Mississippi
viii
Dr. William S. Sekely University of Dayton
Dr. Terry Shimp University of South Carolina
Dr. Jeffery A. Sims Miami University of Ohio
Dr. Gerald Skelly University of Mississippi
Dr. Dick Skinner Kent State University
Dr. Ron Sparling Ball State University
Dr. Keith T. Stephens Western Carolina University
Dr. Lois Stevenson Acadia University
Dr. Jack Swasy Penn State University
SESSION CHAIRPERSONS
Dr. Noyan Arson West Georgia College
Prof. Judith Austin Niagara University
Dr. Harold Babb University of Richmond
Dr. John Barbera C. W. Post Center of L.I.U.
Dr. John L. Beisel Pittsburg State University
Dr. Martin L. Bell Rollins College
Dr. Joseph Bellizzi Colorado State University
Dr. S. Tamer Cavusgil University of Wisconsin-Whitewater
Dr. Stephen W. Clopton Virginia Polytechnic Institute and St. Univ.
Dr. Norman Cox Stephen F. Austin State University
Dr. Wallace Feldman Suffolk University
Dr. Barbara Frew University of North Carolina-Greensboro
Dr. Donald A. Fuller University of Central Florida
Dr. Walter Gross University of Georgia
Dr. Peter Tat Memphis State University
Dr. Ken Traynor Clarion State College
Dr. William L. Tullar University of North Carolina-Greensboro
Dr. Julian W. Vincze Rollins College
Dr. James Wilcox Texas Tech
Dr. Kaylene C. Williams University of Delaware
Dr. Terry C. Wilson West Virginia University
Dr. Leon Winer Pace University
Dr. Attila Yaprak Wayne State University
l
Dr. Joseph P. Grunenwald Clarion State College
Dr. Metin N. Gural University of Baltimore
Dr. Alfred Hagen American Graduate School of lnt'l Management
Dr. Doug Hawes University of Wyoming
Dr. Jon M. Hawes University of Akron
Dr. Robert Hoel Colorado State University
Dr. Halsey Jones Texas Christian University
Dr. Madhav Kacker Hofstra University
Dr. J. E. Kangas University of Wisconsin-Eau Claire
Dr. William J. Kehoe University of Virginia
Dr. Robert L. King Virginia Polytechnic Institute and State Univ.
Dr. V. H. Kirpilani Concordia University
Dr. Vinay Kothari Stephen F. Austin State University
Dr. Emmett Lane Seattle Times
ix
Dr. Mary Ann Lederhaus University of North Florida
Dr. Myrod J. Leonard Western Carolina University
Dr. Dale Lewison University of Akron
Dr. James A. Lowry Ball State University
Dr. Naresh Maholtra Georgia Institute of Technology
Dr. C. A. Maile Northern Illinois University
Dr. Edward Mazze Temple University
Dr. Kirby L. McGowan Concordia University
Dr. Robert Miller Northern Michigan University
Dr. Jay Nathan University of Wisconsin- Parkside
Dr. Nancy Peat University of Cincinnati
Dr. J. Irwin Peters DePaul University
Dr. Jack Raber Stephen F. Austin State University
DISCUSSANTS
Dr. Bruce H. Allen DePaul University
Dr. Guvan Alpay Bosphorus University- Turkey
Dr. Noyan Arsan West Georgia College
Dr. Jack Atkinson College of Alameda
Dr. Harold Babb University of Richmond
Dr. Kenneth D. Bahn University of Utah
Dr. Thomas A. Baird Ball State University
Dr. Peter M. Banting McMaster University
Dr. Tansu Barker University of Canterbury
Dr. David L. Blenkhorn Wilfrid Laurier University
Dr. John M. Browning University of North Florida
Dr. A. D. Cao The American University
Dr. Madhav Segal Southern Illinois University-Edwardsville
Dr. Richard W. Skinner Kent State University
Dr. Lynnette Solomon Stephen F. Austin State University
Dr. Peter Tat Memphis State University
Dr. Kenneth Traynor Clarion State College
Dr. Julian W. Vincze Rollins College
Dr. Ganesan Viswabharathy University of Minnesota
Dr. John A. Walton University of Minnesota
Dr. John G. Watson Saint Bonaventure University
Dr. Alvin Williams University of Southern Mississippi
Dr. Terry C. Wilson West Virginia University
Dr. Ugur Yavas University of Petroleum & Mineral
Dr. S. Tamer Cavusgil University of Wisconsin- Whitewater
Dr. Emmanuel Cheron University of Quebec-Rimouski
Dr. Stephen W. Clopton Virginia Polytechnic Institute and St. University
Dr. Norman Cox Stephen F. Austin State University
Dr. Lawrence Cunningham New School For Social Research
Dr. Jeffrey E. Danes Virginia Polytechnic Institute And St. Univ.
Dr. Max L. Densmore Grand Valley Saint Colleges
Dr. David W. Finn Texas Christian University
Dr. James A. Frew University of North Carolina-Greensboro
Dr. Joseph P. Grunewald Clarion State College
Dr. Alfred Hagen American Graduate School of lnt'l Management
Dr. Gerald M. Hampton Seattle University
x
Dr. Jon M. Hawes University of Akron
Dr. Robert W. Jefferson Western Illinois University
Dr. Madhav Kacker Hofstra University
Dr. Jack G. Kaikati Southern Illinois University-Edwardsville
Dr. William J. Kehoe University of Virginia
Dr. Algin B. King Christopher Newport College
Dr. A. H. Kizilbash Northern Illinois University
Dr. R. Eugene Klippel The Grand Valley St. Colleges
Dr. Vinay Kothari Stephen F. Austin State University
Dr. David L. Kurtz Seattle University
Dr. Charles W. Lamb, Jr. Texas Christian University
Dr. Mary Ann Lederhaus University of North Florida
Dr. Wan Soo Lee University of Wisconsin- Parks ide
Dr. Jay W. Lindquist Western Michigan University
Dr. James R. Lowry Ball St. University
Dr. Mushtag Lugmani Western Michigan University
Dr. William J. Lundstrom Old Dominion University
Dr. W. H. Mahatoo McMaster University
Dr. Naresh Maholtra Georgia Institute of Technology
Dr. Carlton Maile Northern Illinois University
Dr. Dennis McDermott Virginia Commonwealth University
Dr. Alan M. Mi!ler Ball State University
Dr. Lee Mundell Loyola University
Dr. Jay Nathan University of Wisconsin-Parkside
Dr. A. B. Oumlil Moorhead St. University
Dr. James G. Pesek Clarion St. College
Dr. Jack Raber Stephen F. Austin State University
Dr. C. P. Rao University of Arkansas
Dr. Elizabeth Reeder California St. University-Chico
Dr. Michael Reilly University of Arizona
Dr. William Renforth Western Illinois University
Dr. Glen Reicken Ball State University
Dr. Walter Rosenthal Hofstra University
Dr. Conway Rucks University of Arkansas-Little Rock
Dr. Martin Schlissel Saint Johns University
Dr. Patrick L. Schul University of Southern California
Dr. Madhav N. Segal Southern Illinois University- Edwardsville
Dr. Richard W. Skinner Kent State University
Dr. Lynnette Solomon Stephen F. Austin State University
Dr. James M. Steams Miami University of Ohio
Dr. Timothy Sweeney Bucknell University
Dr. Robert A. Swerdlow Lamar University
Dr. Armen Tashchian Florida State University
Dr. Kenneth Traynor Clarion St. College
Dr. Lynnette S. Unger Miami University of Ohio
Dr. Kaylene Williams University of Delaware
Dr. Terrell Williams Utah State University
Dr. Heiko de B. Wijnholds Virginia Commonwealth University
Dr. Duane Windsor Rice University
Dr. Attila Yaprak Wayne State University
Dr. Ugar Yavas University of Petroleum and Minerals
xi
FOREWORD
It has been our pleasure and privilege to edit DEVELOPMENTS IN MARKETING SCIENCE Volume V, the PROCEEDINGS of the 1982 Annual Conference of the Academy of Marketing Science in Las Vegas.
This volume contains over 200 papers on contemporary marketing topics. The number and quality of papers included in the 1982 PROCEEDINGS make it unique in the history of the Academy of Marketing Science. Papers received by the Program Chairman and the various Track Chairmen were reviewed in the usual double-blind refereeing process by two or more individuals qualified in the given area. Based on the evaluation and recommendation of the reviewers, papers accepted for presentation at the conference have been grouped into relevant marketing areas.
Publishing of these PROCEEDINGS depended directly or indirectly on the help and cooperation of many individuals. The program chairman, the track chairmen, the reviewers, the authors, the typists, and others were faced with serious time/resource constraints and numerous guidelines. They were most cooperative in following the guidelines.
Several people in Nacogdoches, Texas were helpful. Kelli Clester did typing, kept good records, processed all published papers, and had to do many other things concerning this volume. Meg Gloger and Connie Kothari had to answer numerous telephone calls from different authors. Dr. Mildred Golden Pryor, Chairman of the Department of Management and Marketing, and Dr. Janelle C. Ashley, Dean of the School of Business, at Stephen F. Austin State University provided encouragement and a lot of necessary administrative support.
The Academy sincerely appreciates the support provided by the Niagara University to Dr. V. V. Bellur, Program Chairman, and thanks Dr. John B. Stranges, Academic Vice President; Professor Robert G. Allyn, Dean, College of Business Administration; and Professor George J. Neimanis, Chairman, Department of Economics and Commerce.
Administrators at other institutions also extended their support. Among them were: Dr. Joseph S. Domitrz, Dean of the College of Business and Economics, University of Wisconsin at Whitewater; Dr. Arthur L. Dudycha, Chairman of the Division of Business and Administrative Services, University of Wisconsin at Parkside; Dr. Laurel Gretzinger, Dean of the Graduate School, Western Michigan University; Dr. Darell G. Jones, Dean of the College of Business, Western Michigan University; Dr. Arno Kleimenhagen, Chairman of the Department of Marketing, University of Wisconsin at Whitewater; Dr. Henry W. Nash, Chairman of the Department of Marketing, Mississippi State University; Dr. Clint B. Tankersley, Chairman of the Department of Marketing, Syracuse University; and Dr. Robert B. Trader, Chairman of the Department of Marketing, Western Michigan University.
Ball State University, California State University at Fullerton, Concordia University, C. W. Post Center at Long Island University, DePaul University, Eastern Michigan University, lana College, New Mexico State University, Niagara University, State University College at Buffalo, University of Miami, University of North Dakota, and Utah State University also furnished support as conference cosponsors.
On behalf of the officers and fellows of the Academy of Marketing Science we wish to thank all these organizations and individuals for their generous support and contributions. Without their efforts and assistance, this PROCEEDINGS would not have been possible.
In preparing this publication, we have exercised a great deal of care to minimize errors and omissions. Our sincere apologies to those who are affected by our mistakes!
We have enjoyed working with our colleagues in the Academy, and we hope that we have met your expectations.
May 5, 1982 Las Vegas, Nevada
Vinay Kothari, Stephen F. Austin State University Danny A. Arnold, Mississippi State University Tamer Cavusgil, University of Wisconsin at Whitewater Jay D. Lindquist, Western Michigan University Jay Nathan, University of Wisconsin at Parkside Stan Reid, Syracuse University
xii
PREFACE
The Academy of Marketing Science is a consortium of University academicians and business executive whose purpose is to:
1. Further the science of marketing throughout the world by promoting research and the dissemination of findings.
2. Provide a forum for studying and understanding of marketing as an economic, ethical, and and social force.
3. Furnish, as appropriate 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.
4. Provide for the Fellows of the Academy reviewer assistance on scholarly articles and opportunities for publication.
5. 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.
6. Assist fellows in the better utilization of their professional marketing talents through redirection, reassignment, and relocation.
7. 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.
8. Seek means for establishing undergraduate scholarships and professional university chairs in the field of marketing.
9. Offer fellows of the academy status to business and institutional executives and organizations.
10. Establish Chapters of the Academy worldwide.
Devoted to implementing these goals, the Academy continues to move forward. The Journal of the Academy of Marketing Science, the Academy Monograph Series, and the Academy's Annual Conferences promote research, act as a vehicle for its dissemination, and provide a forum for stimulating communication and interaction. The number of our Fellows and of institutional subscribers steadily increases. and the Journal's national and international recognition spreads dramatically. It is now subscribed to in all the United States, including, of course, Alaska, Hawaii, and Puerto Rico. Internationally, its reach has grown rapidly; foreign subscribers exceed 150. In Canada they are extensive both in numbers and in geographic reach. Over 100 are sent overseas. In Europe the Journal goes to Belgium, Denmark, England. Finland, the Netherlands, Spain, Sweden, Switzerland; but the Journal is also subscribed to in Australia, British Columbia, China, Egypt, Guam, India, Israel, Japan, Korea, Mexico, Nigeria, Manila, Nicaragua, Trinidad, and Turkey. Library and business requests for information and samples arrive constantly from new regions.
A vote of gratitude is due to our Academy President, Robin T. Peterson, under whose leadership the Academy has markedly advanced toward it goals.
Congratulations to Mr. Harry Wald, our "Marketer of the Year.· Thanks to Venkatakrishna V. Bellur, our 1982 Conference Programs Chairman for an excellent job of Conference planning. We appreciate the hard work done by Vinay Kothari in editing these proceedings, and Mrs. Kirsten Bellur in seeing to the production. Congratulations and thanks to authors whose work is published here. and to our Research-in-Progress Authors we offer support and encouragement for successful completion of their projects. To the reviewers of papers submitted for the Conference, track chairmen, session chairpersons, speakers and discussants, we express our thanks for their important contributions. We are indebted to University of Nevada at Las Vegas and to our local arrangements committee headed by J. Kent Pinney for the arrangements in Las Vegas. The participation of our business colleagues is a strong and rewarding part of Academy Operations. Finally, thanks to our Conference Cosponsors for their financial and moral support. On behalf of the Officers of the Academy, please accept our best wtshes for a pleasurable and profitable Conference.
May 5, 1982 Las Vegas. Nevada
Harold W. Berkman Jane K. Fenyo
xiii
T·A R L E 0 F C 0 NT EN T S
CHANNELS OF DISTRIBUTION
"Perceptions of Downtwon Factors in the Small City: A Case Study in Ohio" ••••••••••••••••• Peter S. Carusone, Wright State University Yitshak Dayan, Wright State University
"Characteristics of Automatic Teller Machine Users By Multivariate Analysis" • • • • • • • • • • . • • . . • 6 Yitshak Dayan, Hright State University Thomas D. Dovel, Wright State University
"Freight Consolidation Strategies For Channel Management: A Response To Enviromental Change". • . • • • • . 11 George C. Jackson, Wayne State University Fred W. Morgan, Wayne State University
"Distribution Procedures--An Impediment To The Sale Of Solar Products". . • . • . • • . • • • • • • . . 15 George Kress, Colorado State University Barry Rages, Herman Miller Inc.
"The Incidence of Eating Out: A Review and Decision Model For Managers of Fast Food Restaurants". • • • • • 19 Mary Ann Lederhaus, University of North Florida
"Sensory Profiling and Retailer Selection" • Carlton A. Maile, Northern Illinois University Nessim Hanna, Northern Illinois University
"Is Multidimensional Scaling (And Other Esoterica) For The Small Retailer?". • • • • • • . . • . • • • . . • 27 Robert McWilliams, University of Alaska, Anchorage Earl Naumann, University of Alaska, Anchorage Stanley Scott, Ohio State University
"Optimal Site Selection Within Complex Markets: Scott M. Smith, Brigham Young University J. Patrick Kelly, Brigham Young University
"Enhancing The Power Of Channel Leaders" . . . • A. Clyde Vollmers, Hoorhead State University
COMPARATIVE MARKETING
A Preliminary Solution" • • • • • • • • . • • • • • • • • • 31
35
"The Effect Of Economic Development On The Status Of Marketing Research" • • • . • • • . • • • • • • . . . . 40 A. Tansu Barker, _University of Canterbury
"A Cross-Cultural Comparison Of The Attitudes Of Consumers And Business People Towards Consumerism". • . . • 45 Gary D. Klein, California State yniversity
"Development Of Marketing Channels In Developing Countries: The Turkish Case" • • • . • • . . . • . . • . • 51 Kemal Kurtulus, University of Istanbul
"National Marketing And Protectionism In The Post MTN Enviroment". • . . • • • . • • • . • • . • • . . . . • 56 Kevin F. McCrohan, George Mason University
CONSUMER BEHAVIOR
"Characteristics Of Fast Food Restaurant Patrons: A Special Emphasis On Concern For Nutrition". • • . • • . 58 Kenneth D. Bahn, University of Utah Kent L. Granzin, Universitv of Utah
"An Examination Of Advertising Execution Related Cognitions As Mediators Of Commercial Message Acceptance" • 62 George E. Belch, San Diego State University Michael A. Belch, San Diego State University
"Children's Self-Perceptions Of Their Participation In Retail Store Patronage Decisions" • . • • • . . . • . 66 Alvin C. Burns, Louisiana State University Mary Carolyn Harrison, Louisiana State University
xiv
"Male And Female Heavy-Users Of An Apoarel Product Category: Segment Profiles" •.•••.••••.••.••••••
Barnett A. Greenberg, North Texas State University James R. Lumpkin, North Texas State University
A Comparisoq Of Sex ~elated 70
"Leisure And Consumer Behavior: A "Social Indicators" Update" • , , , • • • • • • • • • • • , • • • • • • 74 Douglas K. Hawes, The University of Wyoming
"The Salience Of Low Price In The Marketing Of Remanufactured Consu111er Durable Goods". • • • • • • • • • • 79 Stephen P. Hutchens, Creighton University Jon M. Hawes, University of Akron
"Black Market Segmentation Based On Black As Well As White Symbols". , ••••••••• , • • • • • • • • 82 Elizabeth Johnson
"Product Involvement, Cognitive Dissonance And Product Satisfaction: An Experimental Study" • • • • • • • 87 Pradeep K. Korgaonkar, Wayne State University Ravi Parameswaran, Oakland University
"The Relationship Between Store Image And Customer Deviant Behavior: An Exploratory Stude". • • • • • • • 92 Vinay Kothari, Stephen F. Austin State University Robert H. Solomon, Stephen F. Austin State University
"Alternative Action Opportunities For The Food Industry To Aged And Aging . . . • . . • . . • • • • • • • • .
Harry Krueckeberg, Colorado State University George Kress, Colorado State University
Better Serve The Households Of The . . . . . . . . . . . . . ., 95
"An Investigation Of Price-, Quality-, And Deal-Oriented Retail Market Segments" • • • • • • • • • • • • • 99 Terese L. Lookinland, University of Utah Gerard J. Carvalho, University of Utah Kent L. Granzin, University of Utah
"The Hispanic Consumer Segment". . • , , .. David L. Loudon, Northeast Louisiana University Claude Simpson, Northeast Louisiana University
104
"Consumer Satisfaction And Consumer Behavior: Evidence On The "So 1-/hat" Question" • • • • • • • • • • • • 109 R. Neil Haddox, Dalhousie University
"Determinants Of Consumer Deviance". . . , • , •• 113 Michael K. Mills, University of Southern California
"In Search Of The Validity And Applicability Of Diffusion Theory" •••• , ••••• , • • • • • • • • • • 118 Sak Onkvisit, Chicago University John J. Shaw, Bently College
"Peak Experiences: Latent Dimensions In Consumption Behavior". • • • • • • • • • • • • • • • • , • • , • 120 Kathy Pettit, Washington State University John H. Hallaq, University of Idaho
"Consumer Choice Of Information Processing Strategies In Disposition Decisions". , • • • • • • • • • • • . 124 Nabil Y. Razzouk, Andrews University Corbet Gaulden, Arizona State University
"Self-Image/Product-Image Congruit And Advertising Strategy" . • • • • • • M. Joseph Sirgy, Virginia Polytechnic Institute and State University
"An Investigation Of The Shopping Orientations Of Recent Movers" ••••• Maggie J.W. Smith, Northeastern University Jack A. Lesser, Miami University
129
134
"An Examination Of Income Differentials On Black Buyer Behavior Of Fashions" • • • • • • • • • • • • • • • 139 Peter K. Tat, Memphis State University
"An Exploratory Study Of Products Used For And Intraclass Correlations" . , •
Walter A. Woods, West Georgia College
Enjoyment And Enhancement Purposes: II. Brand Importance 143
"Harket ing An Art Event: The Case Of Indiana Renaissance Fair". . • • • , • • • • • • • • • • • • , • • • 14 7 Ugar Yavas, University of Petroleum and Hinerals
xv
"Perceived Risk In Store Choice In The Second Order Market". Ugar Yavas, University of Petroleum and Minerals Glen Riecken, Ball State University Maurice Clabaugh, Ball State University
HEALTH SERVICES MARKETING
"Quantitave Tools And Health Service Industry" ..••• Venkatakrishna V. Bellur, Niagara University Ramanchandran Bharath, Northern Michigan University
"Public Health Care Marketing In A Developing Country: The Case Of Mexico". Fernando J. Cervantes, National University of Mexico, Mexico City
"Marketing Medical Residencies In Family Medicine" Hichael R. Czinkota, Georgetown University Wesley J. Johnston, Ohio State University
"A Close Look At The Options In The Health Care Industry: The Harketing Audit" •••• Mary L. Joyce, University of Central Florida Kathaleen A. Krentler, San Deigo State University
151
155
158
162
166
"The Need For Marketing Research In The Development And Diffusion Of The Hospice Concept". • . . • . • • • 172 Debra Low, Arizone State University Hary Ann Stutts, Arizona State University
"Improve The Health Care Macro-System Through Micro-Marketing: A Physician/Marketer's Viewpoint". . • • . 177 Richard A. \~right, University of Louisville Bruce H. Allen, DePaul University
INDUSTRIAL HARKETINC:::
"An Enpirical Investif,ation Of The Relationships Organizational Buvers" . . . • . . . . . . . . .
T. A. Festervand, University of ~'ississippi H. J. Lundstrom, Old Dominion University
Between Perceived Risk And The Experience Of 182
"How Different Buving Center ~<embers Influence Different Purchasinp: Phases". . . . . . . . . . • . • . . . 186 Earl Naumann, University of Alaska, Anchorage Robert McHilliams, University of Alaska, Anchora~e Douglas J. Lincoln, Boise State University
"Personal Perceptual Factors In Organizational Buyer Behavior" . . . . . . . . . . . . . . . • . . . . . . 191 Allan C. Reddv, Valdosta State Colle~e C. P. Rao, University of Arkansas
"A Problem In Industrial Harketing }<anagement: The Over-Under Phenomenon" . . . . . . . . . • . . . . . . 196 Beheruz N. Sethna, Clarkson College
INTERNATIONAL MARKETING
"Improving Risk Analysis In Unstable Political Climates" David M, Dougherty, University of Texas at El Paso Christine Specter, George Hashington University
200
"IJTluort Decision Making: What Factors Influence U. S. Import Managers?" •....•.. , ... , , . . • 205 Kyung-Il C:::hymn, University of Nevada-Reno
"Insights Into The Structure And Practice of Marketing Research In A Socialist State: Polish Experience" . . . • . • . . . • . . • . , . • . . , . . • • . . .
Robert L. King, Virginia Polytechnic Institute and State University Teresa Palaszewska-Reindl, Institute of Internal Trade and Services Adam J. Kochane, PREDOM-P5LAR
The 209
"The European Economic Community: One Market, Ten Markets- Or Twelve?". • . . . . . . . . • . . . . . . . 215 Nicolas G. Papadopoulos, Carleton University
"Documentation And Logistics Issues In Exporting Firms". 221 Stan Reid, Syracuse University Lee Burlingame , Syracuse University
"Television Advertising: Uses Of Information In The U. S. And Latin America". . • . • • . • • . • . • . . 226 William Renforth, Western Illinois University Sian Raveed, Southern Illinois University
"A Vulnerability Evaluation Of U. S. Platinum Customers" Heiko de B. Wijnholds, Virginia Commonwealth University
230
xvi
MARKETING EDUCATION
"An Experiential Approach To Marketing Education" ••••.••• Jack Atkinson, College of Alameda & Golden Gate University
"Towards Better Theory And Practice In Marketing Education: A Choice-Based, Application-Oriented Approach" ••.•.•••••••...•.•••
Kenneth Bahn, University of Utah Michael K. Mills, University of Southern California
235
238
"Business And Nonbusiness Student Perceptions Of Questionable Advertising Practices" . • • • • • . • • • • 241 Joseph A. Bellizzi, Colorado State University Ronald W. Hasty, Colorado State University
"Stability Of Grade Prediction Equations For Principles Of Marketing". 245 Bob S. Brown, West Virginia College of Graduate Studies
"Students Attribution Of Success In The Marketing Principles Course" • • • • • • • • • • . • • . • • • • . 249 Emmanuel J. Cheron, University of Ouebec Pandelis Vlahopoulos, University of Quebec Michel A. Zins, Laval University, Ouebec
"The Effects Of Job Experience On Perceptions Of Marketing Education". . • • . • • • • • • • • . • • . • • 254 Joseph P. Gruenwald, Clarion State College Kenneth Traynor, Clarion State College
"Evaluation In Marketing Education: The Case Of The Final Exam" • . • . • . • . . • . . • • . . • • . . . 257 Donald W. Jackson, Arizona State University Nabil Razzouk, Andrews University Louis H. Grossman, Arizona State University
"Marketing Ethics: Theory And Pedagogy" ••. 261 William J. Kehoe, University of Virginia
"Exposing Staudents To Multinational Marketing Dimensions: A Dilemma For Marketing Educators" • . . . . . 265 Vinay Kothari, Stephen F. Austin State University Mildred G. Pryor, Stephen F. Austin State University
"Profile Determinants And Factors Predicting Performance Of Upper-Division Students Two-Campus Setting" •.••.••....•.
Mary Ann Lederhaus, University of North Florida Sally A. Coltrin, Universitv of North Florida
In A 271
"Female Students Attitudes Toward Careers In Professional Selling" • . • • • . • • . . . . . . . • . . . . 275 Myron J. Leonard, Western Carolina Universitv Keith T. Stephens, Western Carolina University Walter Gross. University of Georgia
"A Guide To Case Finding And Writing For The Marketing Educator" . . . • • • . • . . . . . . . . . • . . • 279 Jay D. Lindquist, Western Michigan University
"Theory Applied: Experiential Teaching Integrates Student Learning With Community Needs". • . . . . . . . 283 Elizabeth H. Reeder, Claifornia State University, Chico
"The Case As An Aid To Imparting Concepts" Beheruz N. Sethna, Clarkson College
"Direct Marketing: The Future Is Now" . Richard W. Skinner, Kent State University
"Segments In The Classroom" ..•.•••. Dale Varble, Indiana State University
MARKETING MANAGEMENT
"The Marketing Of Personal Financial Counseling: Some Propositions" S. Tamer Cavusgil, University of Wisconsin-Whitewater Arno Kleimenhagen, University of Wisconsin, Whitewater
287
291
294
297
"Identifying Search Prone Segments In The Service Sector: A Test Of A Taxonometric Approach". • . . • . . 301 Duane L. Davis, University of Central Florida Robert M. Cosenza, University of San Francisco
"Utilization Of Segmental Analysis And Performance Measures" Donald W. Jackson, Jr., Arizona State University Lonnie L. Ostrom, Arizone State University Kenneth R. Evans, Arizona State University
306
xvii
"Consumer's Satisfaction/Dissatisfaction With A Membership-Based Service Organization". • . • • • • • • • 310 Ken Kono, University of Detroit Michael D. Bernacchi, University of Detroit
"Salesmen And Salesmanagers- Are They Satisfied With Their Jobs?". . • . . • • • • . • • . • • • • . . . 315 John P. Loveland, New Mexico State University Eric R. Pratt, New Mexico State University
"Testing The PIMS Model On Longitudinal Data For Strategically Homogeneous Firms" . • . • • • . • . . • • 319 Michael H. Lubatkin, Wichita State University Michael W. Pitts, Virginia Sommonwealth University
"A New Era: Overcoming Potential Conflict Between Marketing Richard E. Seeber, Fleetgaurd, Inc. J. Donald Weinrauch, Tennessee Technological University Gary Pickett, Tennessee Technological University
"Extensions And Testing Of Importance-Performance Analysis" Beheruz N. Sethna, Clarkson College
MARKETING AND NON PROFIT ORGANIZATIONS
"Sex Differences In Attitudes Toward United Way". Arthur J. Adams, University of Louisville Subhash C. Lonial, University of Louisville
"Perceived Risk And Voting Behavior". Thomas R. Baird, Ball State University Inga S. Baird, Ball State University Maurice G. Clabaugh, Ball State University
"Marketing Marketing To Voluntary Organizations". Mel S. Moyer, York University
Management .nd MIS" ••.•..•.•.••• 324
327
332
335
341
"The Use Of National Charity Telethons As A Marketing Tool" . . . . . . . . . . . • • • . . . • . . . • . 345 Halter Rosenthal, Hofstra University
"The Selling Of Education" ..... . 348 Daniel T. Seymour, University of Rhode Island
"A Comparison Of The Cognitive Comolexitv Of Public And Private Sector Products". . . . . . . . . . . . • 352 James M. Stearns, Miami University Jack A. Lesser, Miami Universitv
"A Comparison Of Objective And Subjective Leisure Heasures" . . . . . . . . . . . . . . . . . . . • • . . 356 Lynette S. Unger. Miami Universitv
"Is Harketing The Answer To The Crisis In Performing Arts? Another Viewpoint And ~fodel". . . . . . . • . 362 Julian W. Vincze, Rollins College
MARKETING RESEARCH
"Analysis Of Marketing Experiments Hith A Categorical Response Variable". . . . . . . . • . . . . . . . . 366 Richard K. Burdick, Arizona State University Bruce J. Walker, Arizona State University
"Are Late Survey Respondents Harth Waiting For? An AnalYsis Of Demograp;>ics" . . . . . . . . . . . . . . 370 John R. Dickenson. University of Hindsor Eric Kirzner. University of Haterloo
"Multidimensional Scaling And Product Positioning: Of Overall Similarities Data? .......... .
Saeed Samiee, Kent State University Pradeep Rau, Kent State University
Are Phvsical Product Attributes Good Predictors
"A Test Of Inducement For Stimulating Consumer Participation In Laboratory Experiments" Richard J. Semenik, University of Utah
"The Effects Of Direct And Indirect Semantic Cues On Consumer Price Perceptions: Some Preliminary Evidence" . . . . • . . . . . . . . . . . . . . . . . . . .
John R. Walton, University of Minnesota Mansour Javidan, University of Minnesota
MARKETING AND SOCIETY
374
379
384
"Effects Of Outside Directors On Corporate Regulatory Compliance Decisions" . • . . . . . . . . . . . . . 388 Philip Baron. Iona College
xviii
"The Entropic Consequences Of Marketing Actions: A Systems View". • • • . • . • . . • • • • • • • . . • • 392 Nikhilesh Dholakia, University of Rhode Island Steven Lysonski, University of Rhode Island
"Materials Recycling Is A Marketing Problem" Donald A. Fuller, University of Central Florida
"Social Responsibility: The New Consciousness In Retailing" J. Paul Merenski, University of Dayton M. Wayne DeLozier, University of South Carolina John C. Rogers, Utah State University
"Warnings: The Vitiating Effect Of Context" Fred W. Morgan, Wayne State University William Trombetta, State Of New Jersey
"Brand Proliferation: A Tool Of The Monopolist?". James G. Pesek, Clarion State College Joseph P. Gruenwald, Clarion State College
"Marketing Conflicts And MNC's •.•.• J. Irwin Peters, DePaul University
397
402
405
409
411
"New Directions For The Consumer Movement: The Electoral Process" • • • • • . • • • • • • . • • . . . . . 415 Ganesan Visvabharathy, University of Minnesota
PHYSICAL DISTRIBUTION AND LOGISTICS
"On A New Relationship Between Physical Distribution And Marketing: What It Cannot Do For Itself". . • • . . . • • . . . • . • • • •
Richard P. Carr, Jr., University of Arkansas at Little Rock Michael C. Gallagher, University of Arkansas at Little Rock
On Doing For Marketing 417
"Dis-Integration And Re-Integration Strategies: Alternatives To Vertical Integration" . . . . . . . • . . 420 M. Wayne DeLozier, University of South Carolina John A. Pearce II, University of South Carolina
"Deregulated Motor Carrier Industry -- Marketing Implications" Willima A. Dempsey, Temple University Richard Lancioni, Temple University
422
"A Comparative Study Of Facility Location Solution Techniques" . . • • • • . . . . . . • . . • . • . . • . 426 Craig G. Harms, University of North Florida
"An Exploratory Analysis Of The Use Of Stop-Offs In Physical Distribution Systems" George C. Jackson. Wayne State University
PROMOTIONS
"A Hierarchical Attitude Model For Corporate Advertising And Market Segmentation" Jeffery E. Danes, Virginia Polytechnis Institute and State University Gregory D. Upah, Young and Rubicam, Inc. Rustan Kosenko, Virginia Polytechnic Institute and State University
"Franchise Affiliation And Promotional Techniques: Competition And Comparative Performance Among North Carolina Real Estate Brokers" ....•...
JRme~ R. Frew, University of North Carolina at Greensboro Barbara Frew, University of North Carolina at Greensboro
"Comparison Advertising Strategies For New Markets" ...••• Walter Gross, University of Georgia Florence Gross, DFCS-Clarke., Georgia
"Newspapers And The Marketing Concept: An Exploratory Study Of The Attitudes Of Newsroom And Management Personnel" ...•..••.
Gerald M. Hampton, Seattle University Emmett Lane, Seattle University
432
437
441
446
450
"The Effects Of Nudity, Suggestiveness, And Attractiveness On Product Class And Brand Name Recall" • . . . 456 Raymond L. Horton, Lehigh University Lauren Lieb, Lehigh University Martin Hewitt, Lehigh University
"Parental Attitudes Toward Children's Advertising: Some Preliminary Findings" . . . • . • . . . . . • . . 460 John H. Lindgren, Jr., University of Virginia
xix
"Advertising Decisions: A Matter Of Confidence" •• Carlton A. Maile, Northern Illinois University Nessim Hanna, Northern Illinois University
"Experimental Results Concerning The Affect Of The Female Product And Brand Recall" . • . • . . • • . • . • • • •
Ralph B. Weller, University of Wisconsin-Oshkosh Stanley D. Sibley, University of 1-lisconsin-Oshkosh Colin Neuhaus, East~rn Michigan University
PUBLIC POLICY
464
Model In Television Commercials On 468
"Investigation Of Consumer Motivations For Conserving Energy" • • • • . • • • . • • . • • . • • • • • • • • 473 Phillip E. Downs, Florida State University Douglas N. Behrman, Florida State University
"Does Corrective Advertising Affect The True Claims?: An Experimental Evaluation". • . • • • • • • • • • • 476 Metin N. Gural, University of Baltimore Clifford B. Sotnick, University of Baltimore
"Application Of Conjoint Analysis In Assessing The U. S. Market For Electric Cars" •••••• , • , • , • • 481 Alice E. Kidder. Syracuse University Julian M. Beniamin, North Carolina A & T State University Ronald C. Shuman, Syracuse University
"The Need For A Realistic United States International Airlines Policy: Is Deregulation The Answer?". • • • 485 L .. Joseph Rosenberg, University of Arkansas At Fayetteville
QUANTITATIVE ANALYSIS
"Subjective Versus Time Series Forecasts And Their Combination" • • . • • • • . • • • . • • • • • • • • • • 489 Arthur J. Adams, University of Louisville
"Input-Output Tables And Marketing Purposes: The Belgian Case" • • . • • . • • • • • . • • . • • . • • • . 492 H. K. Brauers, University of Antwerp
"Attitudes Towards Auto Haintenance And The Extent Of Do-It-Yourself Activity". • • • • . • • • • • . • • . 498 S. Tamer Cavusgil, Universitv of Wisconsin-White,~ater
"Structural Equation Analysis Of Three ~lethods For Evaluating Conjoint Heasurement Results" • • • • • • • • 502 Jeffery E. Danes, Virginia Polytechnic Institute and State University Rustan Kosenko, Virginia Polytechnic Institute and State llniversity
"Use Of Quantitative Techniques By Harketing Practitioners" . William A. Hailey, University of North Carolina at Greensboro Edward .J. Ryan, Jr., University of North Carolina at Greensboro .Jackson P. Cooke. Miller Bre,ving Companv
"The Keno Player As Consumer" Rosa Oppenheim, Rutgers University Alan Oppenheim, Montclair State College
508
511
"Multiple Marketing Goals And Multiple Marketing Instruments" . . . . • • . • • • . • • • • • . . • • • • . 514 Beheruz N. Sethna, Clarkson College
SMALL BUSINESS MANAGEMENT/MARKETING
"Characterizing Consumer Interest Through The Use Of Canonical Correlation: Application For Small Business" . . . . • . • . . . . . . . . • . . • . 519
Kenneth D. Bahn, University of Utah
"Awareness, Usage, And Perception Of Small Business Administration's Counseling Programs" • • • • • • . . • 525 Venkatakrishna V. Bellur, Niagara University
"Small Business Export Strategies" •. William S. Sekely, University of Dayton
"The College Town: Small Business Opportunit Or Pitfall?" Gerald U. Skelly, University of Mississippi Milton M. Pressley, University of Mississippi William .J. Lundstrom, Old Dominion University
530
533
xx
RESEARCH IN PROGRESS
"Some Insights Into The Effective Promotion Of Gift Certificates: Of Department Store Gift Certificate Purchasers". • . .••.•
Ronald J. Adams, University of North Florida Mary Ann Lederhaus, University of North Florida John M. Browning, University of North Florida
Behavior And Media Characteristics 535
"The Role Of Marketing In Economic Development" . . . • . . • • • . • , , • • • • • • • • • • . , • • • • • 536 Tuncer Arif, University of Wisconsin-Whitewater
"Investors' Perceptions Of Full-Service Versus Discount Security Brokerage Firms" • • • . . • • • • • • • • . 537 Harold W. Babb, University of Richmond Robert T. C. Cone, Virginia State Corporation Commission
"PRIZM: A Geodemographic Market Research And Planning System For Estimating Sales Potential" ••••• , • . 538 Harold W. Babb, University of Richmond A. James Wynne, Virginia Commonwealth University
"Sales Management Control Systems: An Information Dependent Model" • . • . • • • • • • • • • • • • • • . • 539 Ronald D. Balsley, Idaho State University
"New Product Criteria In Retail Chains" • . • • Peter ~1. Banting, McMaster UniV<~rsitv David L. Blenkhorn, WilfriJ L.iuder University
"Hispanic Consumer Behavior: A Review And Analysis". Thomas J. Beggs, University of Southern California Michael K. Mills, University of Southern California Surja Tjahaja, University of Southern California
"Whatever Happened To Consumption In Marketing Theory?" Martin L, Bell, Rollins College
"Slogans: An Historical Perspective On Their Effects". Richard F. Beltramini, Arizona State University John P. McDonald, Arizona State University
....................... " ...
"Marketing Oriented Strategies For Physicians: The Coming Competition In Health Care Delivery" Roger D. Blackwell, Ohio State Universitv Weslev J. Johnston, Ohio State University Monica E. McKay, Ohio State University Brian McNeeley, Ohio State University
"The Hebb-Pomerene Associations' Saga". A. D. Cao, The American University
"Pedagogical Model For Introducing Promotion Budgeting" David C. Carlson, Ne" Mexico State University Paul K. McDevitt, New Mexico State University
540
541
542
543
544
54')
546
"Applying The Marketing Concept To Nurse Recruitment Strategies". • . . . • . • . • • . . • . • . • . • • . 547 Helena Czepiec, DePaul University David Wixon, DePaul University
"Programs As Products Assessing Television For The New Technology". . . • • • • • . • • • • • • . • • . • . 548 Teresa J. Domzal, George Mason University Ronald J. Dornoff, University of Cincinnati Jerome B. Kernan, University of Cincinnati
"Response Rate Stimulants In Mail Surveys: A Potential Sourse Of Sample Composition Bias". • • . . . • • . 549 David I.J. Finn, Texas Christian University
"College Athletics As A Marketing Tool: Impact On Benefactor Generosity" • . • . • • • . • • • • • • . • . 550 John F. Gaski, University of Notre Dame
"Negotiations In Turn-Key Projects A Cross-Cultural Study". Pervez N. Ghauri, University of Uppsala Sweden Finn Wiedersheim-Paul, University of Uppsala Sweden
"Shopping And Leisure Activity Patterns \olithin The Elderly Consumer Segment: And "Old-Old" •.•.•.......•.•.•.•....•••.••••.
Peter L. Gillett, University of Central Florida Richard A. Scott, University of Arizona Duane L. Davis, University of Central Florida
551
The "Young-Old" 552
xxi
"An Examination Of The Decision Process Leading To Energy Conservation" •.••••••••••••• , • 553 Kent L. Granzin, University of Utah
"Organization Development In Marketing - Three Errors And How To Avoid Them" . • • • • • • , • • • • , • 554 Evert Gummesson, Lund University, Sweden
"An Export Marketing Japanese Experience"
Metin N. Gurol,
Model For Less-Developed Countries:
University of Baltimore
"Marketing A Predominantly Black University" Metin N. Gurol, University of Baltimore
A Case Study Of Turkey In Light Of The 555
556
"Quality Marketing Education And A Book Rental System: Can They Coexist?" • • . • • • . • • • • • • • • 557 Metin N. Gurol, University of Baltimore
"Marketing For Non-Profit Institutions: A Case For Industrial Demarketinp;" ••••••• , • , , • , • • 558 S. M. Halfhill, University of the Pacific David S. Halfhill, Pacific Gas and Electric Company
"The Use Of Dummy Variable To Evaluate Promotional Programs In The Automobile Industry". • • • • , • • • 559 John H. Hallaq, University of Idaho Kathy L. Pettit, Washington State University
"Marketing Information Systems: Potentials For Health Care Facilities" ••.•..••• , ••• , • • • 560 Thomas J. Hayes, Xavier University Roy D. Adler, Xavier University Elizabeth Hansen, Xavier University
"Criminal Justice Agencies VS. Type A Marketers Of Stolen Property" .•.••• , . • • • • • • • • • • • 561 Robert F. Hoel, Colorado State University Ted Roselius, Colorado State University
"Small Claims Courts: A Remedy Often Overlooked By Consumers" Robert E. Holmes, Southwest Texas State University T. J. Halatin, Southwest Texas State University Jack D. Eure, Southwest Texas State University
562
"Some Considerations In The Evaluation Of Industrial Sales Training Programs". • • • • • • • • • • • • • 563 Stephen P. Hutchens, Creighton University Jon M. Hawes, University of Akron
"Marketing Research: Family Income Levels And Enrollment Loren B. Jung, Southern Illinois University Van D. Psimitis, Southeast Missouri State University
"Bank Patronage Decision: A Canadian Study" • Erdener Kaynak, Mount Saint Vincent University Ugur Yavas, University of Petroleum and Minerals
Strategies". . • • • . . . . • . • • • • . • • 564
565
"Consumer Perceptions Of A Product - The Micro-wave Oven - An Analysis By Selected Socio-Economic Variables -Implications For Marketing Strategy" • • • • • • . . • • . . • . • • . • • . . • • • . • • . • . • . 566
Algin B. King, Christopher Newport State College Joyce P. King, Hampton Institute
"A Framework For An Empirically Based Public Policy Decision To The Prescription Drug Industry" . . • . . • • . •
R. Eugene Klippel, Grand Valley State Colleges Max L, Densmore, Grand Valley State Colleges Robert L. Anderson, University of South Florida
Model •. An Integrated Research Aoproach 567
"Enviromental Planning And Control For The 1980s As Perceived By Supermarket Executives" • • • • • • • . 568 Myron J. Leonard, Western Carolina University Keith T. Stephens, Western Carolina University
"The Role Of Consumer Travel Time As It Relates To Shipper Type, Store Image, And Future Purchases". • • 569 Jack A. Lesser, Miami University Robert J. Sedlacek. Miami University
"An Investigation Into The Roots Of Salesforce Alcoholism" Larry S. Lowe. Western Kentucky University Richard Ayres, Western Kentucky University Patticia Bowen, Western Kentucky University
....................... 570
xxii
"Determining Consumer Preferences For Sales Promotion Techniques Via Conjoint Analysis". . • . • • • • • • 571 Daulatram B. Lund, Iowa State University Allen E. Smith. Iowa State University
"Toward Promotion Of The Marketing Planning Process" C. A. Maile, Northen Illinois University A. H. Kizilbash, Northern Illinois University G. Miller, Northern Illinois University
572
"Advertising And Economic Development: A Cross National Analysis" ..•..••.••.••• • • • • • • 573 William McBride, Jr., Capital National Bank, Austin, Texas Grady D. Bruce, 'llifornia State University, Fullerton
"A Marketing Analysis Of Housing And Neighborhood Dimensi~ns Among Black Consumers: A Case Study" • . • . 574 Dennis R. McDermott, Virginia Commonwealth University
"More About The Avoidance Hypothesis In Store Loyalty" M. Alan Miller, Ball State University John E. Swan, University of Alabama at Birmingham
"Pacific Basin Small Business Needs Assessment" .... Branda J. Moscove, Claifornia State College, Bakersfield
"On The Transfer Of Technology And Management Knmv-How". G. M. Naidu, University of Hisconsin-Whitewater Metin Togay. University of Wisconsin-Whitewater
575
576
577
"New Directions For Non-Profit Service ~1arketing: Case For Communi tv Hospitals" . . . • • • . • • • • • . 578 Jav Nathan, University of Wisconsin-Parkside
"Impact Of Media On The Effectiveness Of Corrective Messages". . • . . . . • . . Japhet H. Nkong' . North Carolina Agricultural and Technological State University
"Prediction Of Adolescents' Cigarette Smoking Intentions: The Aj zen- Fishbein Model". . • . . . . . . . . • . . . . .
Richard H. Olshavsky, Indiana University Michelle Bensenberg, Indiana University Eric Corty, Indiana University Steve Sherman, Indiana University Laurie Chassin, Arizona State Universitv Clark Preseon, Arizona State University
A Test Of The Hediational Adequacy Of
"Techniques For Improving Dircet ~!ail Advertising Exposure". Roger O'Neill, Clark-O'Neill, Inc. Milton M. Presslev, l'niversitv of Hississippi
579
580
581
"Health Care Marketing By Hospitals: Comments And Case Study" . . . . . . . . . . . . . . . . . . . . . • 58: Roger Peterson, Eastern Hichigan University R. Rodman Ludlow, Eastern Nichigan Pniversity
"Implications Of The Growing Hispanic Harket Upon Harketing Planning In The 1980s" . . . . . . • . • . . . 583 Anthony C. Pettc>, DePaul Universit'·
"Market Share Analysis Of U. S. Export Trade". 584 C. P. Rao, University of Arkansas
"A Credit Scoring Model To Evaluate The Credit Worthiness Of Credit Card Applicants" • . • . • . . . • • . 585 .John C. Rogers, Utah State University Conway T.Rucks, University of Arkansas at Little Rock Shawne Swindler, Union National Bank
"The Portrayal Of Men VS. Homen In T\' Advertising" John K. Ross III, Southwest Texas State Universitv Larry Patterson, Southwest Texas State University
"Development Of Consumer Typologies From Appropriateness Margaret H. Rucker, University of Califronia, Davis Howard G. Schutz, University of California. Davis
Ratings" ..•.........••....••.
586
587
"Developing Alternative Retail Marketing Strategies: An Evolutionary Orientation" . . • . . • . • • • • • 588 A. Coskun Samli, Virginia Polytechnic Institute Douglas J. Lincoln, Boise State University
"TOFI Management, Inc.": An Experiential Exercise Technological Innovations" • . . . ..•.
Beheruz N. Sethna, Clarkson College
Regarding The Long-Term Implications Of Some 589
xxiii
"Value Analysis For Small Manufacturers". • • • • • . . . . • • • • • . • . . . . . . • . . • . • • • • . 590 Garry D. Smith, Mississippi State University Danny R. Arnold, Mississippi State University
"A New Pro.i ective Technique To Measure A Personality Characteristic: Applications In Marketing". • • • • 591 A. Edward Spitz, Eastern Michigan University Karl Zucker, Indiana State University Peter R. Burzynski, Vincinnes University
"Promoting With Cents-off Coupons In The Early 1980s. • . • • . • . • • • • • • • • • • • • • • • • • • • 592 Keith T. Stephens, Western Carolina University Harold W. Fox, Ball State University
"The Impact Of Interviewees' Demographics On Interviewers' Perceptions Of Their Task Performance" . • • • 593 Roobina 0. Tashchian, Florida State University Armen Tashchian, Florida State University Mark E. Slama, Utah State University
"Targeting Public Relations Activities" Julian W. Vincze, Rollins College
••••••••••••••••• 0 ••••••••••••••
"An Empirical Based Study On Becoming A Published Marketing Educator" J. Donald Weinrauch, Tennessee Technological University Marvin G. Adkins, Tennessee Technological University J. Kenneth Matejka, University of Richmond
594
595
"Product Differentiation And Market Segmentation In Graduate Management Education" .••••••• • • • • 596 Daune Windsor, Rice University Francis D. Tuggle, Rice University
MISCEJ.LANEOUS
"Attitudes Of Business Leaders Toward Colleges Of Business" . • • • • • • . • . • . . • . • • • • • • • . 597 Robert Carter, Columbus College Larry Patterson, Southwest Texas State University Robert Swerdlow, Lamar University Edward Walker, Southwest Texas State University
"Major Consumer Markets Based On 1980 Census Data". Ernest F. Cooke, Memohis State University
• 0 • • • • • • • • • • • • • • • 0 • • • • ~ • • • 598
"Immovable Property Act, (1981) Of The Bahamas: A Commentary". . • . . . • . . . . . . . . . . . . . . • 600 John M. Dyer, University of Hiami
"Sensory Profiles Of Generic Tomato Juice: A ODA Comparison" Nessim Hanna, Northern Illinois University Carlton A. Maile, Northern Illinois University
•• 0 ••••• 0 ••••• 0 •••••••
"Perceived Risk, Its Effects On Installment Credit Buying" . • • • • • • • • • • 0 •• 0 0 0 •••• 0 ••
John H. Holmes, Bowling Green State University Jeffery D. Shore, Burroughs Corporation
"Consumerism: A Neglected Aspect Of Harketing Planning In Developing Economies" ...•.•... · . • · Erdener Kaynak, Mount Saint Vincent University
"The Working Of The Anti-Monopoly Law In India: An Exploratory Study And Some Comparative Insights" .•. Rakesh Khurana, Kansas State University Nikhilesh Dholakia, University of Rhode Island
601
604
607
611
"Impact Of Students' Perceiv Organization Antisocial Behavior Or Job Choice". . . . . . . . . . • • • . 613 Robin T. Peterson, New Hexico State University Donald A. Hichie, New Mexico State University
"An Empirical Examination Of Variations In Conjoint Solutions" .••....••...••. • . • · • • · 615 Madhav N. Segal, Southern Illinois University
"Product Life-Cycle Extension: The Polyester Staple Experience" ...•..••...•..• · • • • • • 616
"Author Index" • . •••••••••••••••• 0 ••••••••••• 0 ••••••••••••••
WORKSHOPS/SYMPOSIA
"Survey Research Techniques, Questionnaire Design, And Research Management" Bruce G. Meyers, Western Illinois University John P. Daniels. Western Illinois University Robert W. Jefferson, Western Illinois University
618
xxiv
"Health Care Marketing" Alan R. Miller, St. Louis University (Moderator) B.J. Dunlap, Applanchian State University Marshall Gavin, Prime Care Industry Karen F. Fox, University of Santa Clara
"The Professional Woman In Selling" Robert N. Carter, Southwest Texas State University David L. Kurtz, Seattle University David J. Lill, Baylor University Robin T. Peterson, New Mexico University Barbara Pletcher. California
"Micro Computer Alternative To SPSS" Robert C. Judd, Governors State University Jan R. Kilpatrick, University of Toledo Dean Roussos, Youngstown State University Phyllis Stoll, Youngstown State University Phillip C. Smith, Indiana University of Pennsylvania
"So You Decided To Write A Book" Louis E. Boone, University of Central Florida David L. Kurtz, Seattle University
"Functional Literacy" Thomas J. Steele, Idaho State University Ronald D. Balsley, Idaho State University Robin T. Peterson, New Mexico State University
"Tourism Marketing" Walter Gross, University of Georgia (Chairman) Myron Leonard, Western Carolina University (Co-Chairman) Subhash Jain, University of Connecticut Hale N. Tongran, George Mason University Michael J. Etzel, University of Notre Dame Bernard H. Booms, Washington State University Mary J. Ditner, Washington State University K.W. Kendall, Simon Frazer University
"Teaching Publicity As A Tool In Marketing" Roy D Anderson, Angelo State University Wayne Nero, University of I.Jisconsin at Stout
"Conjoint Analysis: Current Issues And Prospects"
SPECIAL SESSIONS/EVENTS "Marketing Opportunities in a Casino Resort"
Lawrence Dandurand, University of Nevada, Las Vegas (Chairman)
Roy Judge, Hilton Hotels Burton Cohen, Desert Inn Larry Andenhovel, Caesars Palace Bill Freidman, Castaways Hotel and Casino Rossi Ralenkotter, Las Vegas Convention-
Visitors Authority
Doctoral Dissertation Contest Presentation Student Paper Contest Presentation Annual Business Meeting Annual Banquet
Madhav N. Segal, Southern Illinois University, Edwardsville (Chairman) Franklin Acito, Indiana University Paul E. Green, University of Pennslyvania Arun K. Jain, State University of New York at Buffalo Naresh K. Malhotra. Georgia Institute of Technology Vithala R. Rao, Cornell University
"Direct Marketing: Past, Present, and Future" John Flieder, All State Insurance Company Richard L. Hontesi, Direct Hail/Harketing Educaiton Foundation
"Strategic Marketing Planning" David Cravens, Texas Christian University 0. C. Ferrell. Illinois State University Subhash C. Jain, University of Connecticut at Storrs Coskun A. Samli, VPI and State University
"Marketing And Management Strategy And Its Impact In The Developing Countries: An Indian Case" Veena Adlakha, North Carolina Central University S.P. Singh, University of Alberta K.V. Sivayya, Andhra University India Julu R. Kothapa, Gannon University Franz Ehrhardt, President, KAYO Oil, Conoco
