Proceedings of the 1992 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

EditorVictoria L. Crittenden

Proceedings of the 1992 Academyof Marketing Science (AMS)Annual Conference

San Diego, California

April 22 - 25, 1992

Editor

ISBN 978-3-319-13247-1 ISBN 978-3-319-13248-8 (eBook) DOI 10.1007/978-3-319-13248-8 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: © 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)

Boston College Carroll School of ManagementChestnut Hill, MA, USA

ReprintfromOriginaledition

Copyright © Academy of Marketing Science 1992All rights reserved.

Developments in Marketing Science, Volume XV edited by Victoria L. Crittenden

Victoria L. CrittendenDepartment of Marketing

2014956745

ACADEMY OF MARKETING SCIENCE Officers 1990-1992

President John T. Mentzer

Virginia Polytechnic Institute and State University

Executive Vice PresidentJDirector Harold Berkman

University of Miami

President Elect James R. Lumpkin

University of Southwest Louisiana

Vice President for Programs Jon M. Hawes

University of Akron

Vice President for Finance and Treasurer Christie H. Paksoy

University of North Carolina, Charlotte

Vice President for Publications B. J. Dunlap

Western Carolina University

Vice President for Membership-USA C. P. Rao

University of Arkansas

Vice President for Membership -Canada Harrie Vredenberg

University of Calgary

Vice President for Membership-International Lyn S. Amine

St. Louis University

Vice President for Academic Affairs Robert H. Luke

Southwest Missouri State University

Vice President for Development William F. Lewis

University of Dayton

Vice President for Publicity and Public Relations Rebecca M. J. Yates

University of Dayton

Secretary Kathleen A. Krentler

San Diego State University

Chairperson, Board of Governors Naresh K. Malhotra

Georgia Institute of Technology

Board of Governors

Gerald Albaum University of Oregon

Michael R. Czinkota Georgetown University

Joseph F. Hair, Jr. Louisiana State University

Stanley Hollander Michigan State University

Lynn Judd California State University, San Bernadino

M. Joseph Sirgy Virginia Polytechnic Institute and State University

Robert L. King University of Richmond

David L. Kurtz University of Arkansas

Irene Lange California State University, Fullerton

Michael Levy University of Miami

Stanley J. Shapiro Simon Fraser University

v

1992 Conference Program Committee

JonM.Hawes University of Akron

William R. Darden Louisiana State University

William C. Black Louisiana State University

Tom Baker University of Akron

Scot Burton and Richard Netemeyer Louisiana State University

William Lewis University of Dayton

Roger Gomes Clemson University

Anita Cava and Rene Sacasas University of Miami

Carl McDaniel

Vice President of Programs

Program Chair

Program Co-Chair

Track Chairs

Channel Management

Consumer and Organizational Buyer Behavior

Innovative Education

International Marketing

Marketing and the Law

Marketing Education University of Texas at Arlington

DhruvGrewal University of Miami

George Lucas Memphis State University

Gerald Zaltman Harvard Business School

William 0. Bearden University of South Carolina

Robert Lusch University of Oklahoma

Leonard Berry Texas A&M

J. Barry Mason University of Alabama

Product and Pricing Management

Promotion Management

Research Agenda for Marketing in the 21st Century

Research Methodology

Retailing and Reselling

Services Marketing

Strategic Planning

vi

Other Committee Members

Janet Keith Virginia Polytechnic Institute and State University

Irene Lange California State University, Fullerton

Kathleen A. Kentler San Diego State University

LynnN.Judd California State University, San Bernadino

LynS.Amine St. Louis University

Victoria L Crittenden Boston College

Rebecca M. J. Yates University of Dayton

Chair, Doctoral Dissertation Competition

Chair, JaneK Fenyo Student Paper Competition

Local Arrangements

Placement Co-Chair

Placement Co-Chair

Proceedings Editor

Publicity and Public Relations

ACKNOWLEDGEMENTS

The officers and Fellows of the Academy of Marketing Science express appreciation to the co-sponsoring universities which provided support for the 1992 Annual Conference and for these Proceedings:

Boston College

Louisiana State University

University of Miami

vii

FOREWORD

I had no idea what to expect when accepting the positiOn as editor of Developments in Marketing Science, Volume XV. I was forewarned about the negatives (e.g., inadequacies in the postal service, requests for time extensions, oversize sheets not conforming to guidelines), and reminded about the positives (i.e., importance of service to our profession, the notoriety received via the authors' curriculum vitae). Looking back over the last few months, I must admit that the negatives did transpire. Fortunately, in the grand scheme of things, the negative impact was minimal. My memories of this experience will evolve around the many new acquaintances I made during January and February of 1992. Being Proceedings Editor has allowed me a unique opportunity to interact with marketing scholars from all around the world. The telephone conversations and FAX transmissions have made me feel good about my chosen profession. My thanks to paper authors, track chairs, Bill Darden, Keith Price, and numerous department assistants and secretaries.

So, would I recommend this position to others? Yes, assuming you have the high quality internal support which I have had here at Boston College. Paul Riley, my graduate assistant, has worked daily on this project. His author database can only be topped by his organizational skills. Mary Pacheco, the Marketing Department graduate assistant, was great at taking over the production of much of the beginning material in the Proceedings. Suzy Laird, a sophomore at Boston College and the marketing department's work study assistant, responded quickly to needs such as photocopying, orgamzmg, faxing, and typing page numbers. Keeping all of our minds straight was Liz Shanley, the Marketing Department secretary--without whom no work would ever make it out our door! Finally, neither Paul, Mary, Suzy, Liz, or I would have had the opportunity to work on this project had it not been for the financial backing provided by our Dean. Much thanks and appreciation are due Dean John J. Neuhauser of The Carroll School of Management for his generous financial support.

So as one can see after reading the first two paragraphs, the Proceedings is the result of many individual contributions--which made my job as Proceedings Editor interesting, enjoyable, and FUN! I hope we have not made any mistakes, but chances are some were made. I apologize and take full credit for any errors or omissions in this Proceedings.

April 22, 1992 Chestnut Hill, Massachusetts

Victoria L. Crittenden Boston College

viii

PREFACE

The Academy was founded in 1971, held its first Annual Conference in 1977, and has grown and

prospered ever since. 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 from all over 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 that 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 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.

5. Provide publishing media and facilities for Fellows of the Academy and reviewer assistance

on Fellows' scholarly activities.

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.

11. Modify the Academy's purpose and direction as the influence of time and appropriate

constructive forces may dictate.

ix

REVIEWERS

Avery Abernathy, Auburn University

Roy Adler, Pepperdine University

Manoj Agarwal, SUNY at Binghamton

Gerald Albaum, University of Oregon

Arthur A. Allawam, University of Alabama

Beverly Anderson, University of Wisconsin­Parkside

Craig Andrews, Marquette University

Jill Attaway, Illinois State University

Emin Babakus, Memphis State University

Barry Babin, University of Southern Mississippi

Ken Bahn, University of Texas at Arlington

Guy Banville, Creighton University

Tansu Barker, Brock University

Sharon Beatty

Joseph Bellizzi, Arizona State University-West Campus

Daniel C. Bello

Abe Biswas, Louisiana State University

Richard F. Beltramini, Arizona State University

Sidney C. Bennett, III, Winthrop College

Barry Berman, Hofstra University

Mary Jo Bitner, Arizona State University

William Black, Louisiana State University

Roger D. Blackwell

Elizabeth Blair, Ohio University

Peter Bloch, University of Massachusetts -Amherst

Charles Bodkin, University of North Carolina­Charlotte

William H. Bolen, Georgia Southern University

Paula F. Bone, West Virginia University

Louis E. Boone, University of South Alabama

Mike Bowers, University of Alabama -Birmingham

Terrence Bristol, Oklahoma State University

Steve Brokaw, University of Wisconsin -LaCrosse

Gene Brown, Louisiana Tech University

Gary J. Brunswick, Arizona State University

John Burnett, Texas A & M University

Alvin Burns, Louisiana State University

Jim Busbin, Western Carolina University

Alan J. Bush, Memphis State University

Ronald F. Bush, The University of West Florida

Daniel D. Butler, Aubur!L University

Susan Carley, Kennesaw State College

Les Carlson, Clemson University

Frank Carmone, Florida International University

S. Tamer Cavusgil, Michigan State University

Joseph Chapman, Ball State University

David Closs, Michigan State University

x

Larry Compeau, Clarkson University

JeffreyS. Conant, Texas A & M University

Dena Cox, Indiana University

Mel Crask, University of Georgia

David Cravens, Texas Christian University

Lawrence A. Crosby, Arizona State University

James Cross, University of Las Vegas

Tevfik Dalgic, Henley, The Management College

Frank W. Davis, Jr., University of Tennessee

Scott Dawson, Portland State University

M. Wayne Delozier, Nicholls State University

Diamantis Diamantopoulos, University College of Swansea

Roger Dickinson, University of Texas at Arlington

Jeff Dilts, University of Akron

William B. Dodds, Boston College

James H. Donnelly, Jr., University of Kentucky

Michael J. Dorsch, Iowa State University

Charles R. Duke, Clemson University

Calvin P. Duncan, University of Colorado

B. J. Dunlap, Western Carolina University

Srinivas Durvasula, Marquette University

Robert F. Dyer, George Washington University

Richard Easley, Baylor University

Mary Erikson, Bloomsburg University

Abdolreza Eshghi, Bentley College

Pam S. Ellen, Georgia State University

Stan Fawcett, Michigan State University

0 C. Ferrell, Memphis State University

Raymond P. Fisk, University of Central Florida

John Ford, Old Dominion University

Neil M. Ford, University of Wisconsin

Irene R. Foster, Vanderbilt University

Ellen Foxman, Bentley College

Gary Frankwick, Oklahoma State University

Charles M. Futrell, Texas A & M University

Myron Gable

Nimish Gandhi, Bradley University

Sarah Gardial, University of Tennessee

Jim Gentry, University of Nebraska

Richard Germain, Oklahoma State University

John Gifford, Miami University

Ronald E. Goldsmith, Florida State University

Stephen Goodwin, Illinois State University

Jerry Gottlieb, University of Miami

Kent Granzin, University of Utah

James Gray, Florida Atlantic University

Mitch Griffin, Bradley University

Stephen Grove, Clemson University

Greg Gundlach, University of Notre Dame

Ron Hampton, University of Nebraska

David Hansen, Virginia Polytechnic Institute & State University

Douglas Hawes, University of Wyoming

xi

Jan B. Heide, Case Western Reserve University

James Hensel, University of South Florida

Donna Hill, Bradley University

Raymond Horton, Lehigh University

Frank Houston, Rutgers University

Ronald Hoverstad, University of the Pacific

Paul S. Hsu, National Taiwan University

Kenneth Hunt, University of Colorado -Denver

Michael Hyman, North Texas State University

Gopal Iyer, Virginia Polytechnic Institute & State University

Sharon Javie, LaSalle University

Mark Johnston, Louisiana State University

Marilyn Jones, University of Houston-Clear Lake

Janet E. Keith, Virginia Polytechnic Institute & State University

Craig Kelley, California State University

C. M. Kochunny, University of South Alabama

Brenda Ponsford Konrad, University of San Diego

Michael Laric, University of Baltimore

Paul D. Larson, University of Alberta

Jim Leigh, Texas A & M University

Donald Lichenstein, University of Colorado

Jim Littlefield, Virginia Polytechnic Institute & State University

Mushtaq Luqmani, Western Michigan University

William J. Lundstrom, Old Dominion University

Karen Machleit, University of Cincinnati

Thomas Madden, University of South Carolina

Essam Mahmoud, American Graduate School of International Management

Howard Marmorstein, University of Miami

Claude Martin, University of Michigan

Eleanor May, University of Virginia

Donald Mayer, Oakland University

Morris L. Mayer, University of Alabama

Stephen McDaniel, Texas A & M University

Daryl 0. McKee, Louisiana State University

H. Lee Meadow

Nancy J. Merritt, Bowling Green State University

Shekhar Misra, California State University

Mary F. Mobley, Augusta College

Mike Mokwa, Arizona State University

Michael Morris, University of Central Florida

Mike Mullen, Michigan State University

Keith Murray, Northeastern University

James Narus, Wake Forest University

Robert Nason, Michigan State University

Alphonso 0. Ogbuehi, Illinois State University

Bradley J. O'Hara, Southeastern Louisiana University

Janeen E. Olsen, Louisiana State University

Susan Petroshius, Bowling Green State University

xii

Francis Piron, University of Alaska -Anchorage

Robert Pitts, De Paul University

Melodie Phillips, Louisiana State University

Thomas L. Powers, University of Alabama -Birmingham

Zahir A. Quraeshi, Western Michigan University

Chatrathi P. Rao, University of Arkansas

Nina M. Ray, Boise State University

N abil Razzouk, California State University

Gillian Rice, American Graduate School of International Management

Marsha Richins, University of Massachusetts -Amherst

Nancy Ridgway, University of Colorado

Glen Riecken, East Tennessee State University

Terri Rittenburg, University of Wyoming

Scott Roberts, Old Dominion University

Robert Robicheaux, University of Alabama

Randall Rose, University of South Carolina

Robert Ross, Wichita State University

Saeed Samiee, University of South Carolina

Dan Sarel, University of Miami

John L. Schlacter, Arizona State University

Bodo B. Schlegelmilch, University of Wales­Swansea

Camille P. Schuster, Xavier University

F. H. Rolf Seringhaus, Wilfrid Laurier University

Teri Shaffer, Southeastern Louisiana University

Allen Shao, University of North Carolina­Charlotte

Anil Sharma, Frostburg State University

Arun Sharma,University of Miami

Daniel Sherrell, Louisiana State University

Jagdish Sheth, Emory University

Terrence A. Shimp, University of South Carolina

Jim Simpson, The University of Alabama in Huntsville

Ruth Belk Smith, University of Baltimore

Jay U. Sterling, University of Alabama

Barbara Stem

Elnora Stuart, Winthrop College

Robert A. Swerdlow, Lamar University

Ann Marie Thompson, Western Michigan University

Martin T. Topol, Pace University

Joel Urbany, University of South Carolina

Muzaffer Uysal, Clemson University

Donald Wiesner, University of Miami

Liz Wilson, Louisiana State University

Manjit Yadav, Texas A & M University

Attila Yaprak, Wayne State University

Mary Zimmer, University of Georgia

xiii

SESSION CHAIRS

Roy Adler, Pepperdine University

Sammy G. Amin, Frostburg State University

Barry Babin, University of Southern Mississippi

Ken Bahn, University of Texas at Arlington

Julie Baker, University of Texas at Arlington

Jospeh A. Bellizzi, Arizona State University, West Campus

Leonard L. Berry, Texas A & M University

Elizabeth Blair, Ohio University

Terrence Bristol, Oklahoma State University

Gene Brown, Louisiana Tech University

Tom Brown, Oklahoma City University

Anita Cava, University of Miami

Lawrence B. Chonko, Baylor University

Barbara Coe, University of North Texas

David W. Cravens, Texas Christian University

William Darden, Louisiana State University

Robert F. Dyer, George Washington University

Stan Shapiro, Simon Fraser University

Richard Germain, Oklahoma State University

Pervez N. Ghauri, Oslo Business School

Ronald C. Goodstein, University of California at Los Angeles

Jerry Gotlieb, University of Miami

Kent Granzin, University of Utah

Dhruv Grewal, University of Miami

Kenneth A. Grossberg, Yeshiva University

Stephen Grove, Clemson University

Frank Houston, Rutgers University

Ron Hoverstad, University of the Pacific

Kenneth Hunt, University of Colorado-Denver

Michael Hyman, University of North Texas

Charles Ingene, University of Washington

Erdener Kaynak, Pennsylvania State University

Irene Lange, California State University

Michael Levy, University of Miami

Bill Lewis, University of Dayton

Jay D. Lindquist, Western Michigan University

Essam Mahmoud, American Graduate School of International Management

Naresh Malholtra, Georgia Tech University

Carl McDaniel, University of Texas at Arlington

K L. McGown, Concordia University

John T. Mentzer, Virginia Polytechnic Institute and State University

Ian Mitroff, University of Southern California

JoNel Mundt, University of the Pacific

David J. Ortinau, University of South Florida

John Planchon, Rhodes College

Zahir A. Quraeshi, Western Michigan University

xiv

Chatrathi P. Rao, University of Arkansas

John Ronchetto, University of San Diego

Rene Sacasas, University of Miami

Stan Shapiro, Simon Frazer University

Edwin K. Simpson, Miami University (Ohio)

Jim Simpson, The University of Alabama in Huntsville

Shirley M. Stretch, California State University

Erem C. Tunc, University of Maramara, Turkey

Alladi Venkatesh, University of California, Irvine

Thomas R. Wotruba, San Diego State University

xv

DISCUSSANTS

Roy D. Adler, Pepperdine University

Manoj Agarwal, SUNY Binghampton

Barry Babin, University of Southern Mississippi

Ken Bahn, University of Texas at Arlington

Julie Baker, University of Texas at Arlington

Thomas Baker, University of Akron

Guy Banville, Creighton University

Elizabeth Blair, Ohio University

Gene Brown, Louisiana Tech University

Gary Brunswick, Northern Michigan University

Jim Camerius, Northern Michigan University

Leland Campbell, Bentley College

Frank Carmone, Florida International University

Joseph D. Chapman, Ball State University

Victoria L. Crittenden, Boston College

William Darden, Louisiana State University

Charles P. de Mortanges, University of Limburg

Diamantis Diamantopoulos, University College of Swansea

William B. Dodds, Boston College

Mary Erikson, Bloomsburg University

Abdolreza Eshghi, Bentley College

Marian Friestad, University of Oregon

Nimish Gandhi, Bradley University

Jerry Gotlieb, University of Miami

Joe Hair, Louisiana State University

Sandra Hill Hart, Texas Wesleyan University

Ron Hampton, University of Nebraska, Lincoln

Douglas Hawes, University of Wyoming

Jon Hawes, University of Akron

Michael Hyman, University of North Texas

Richard Jacobs, University of North Texas

Lynn Judd, California State University, San Bernadino

Rajesh Kanwar, San Diego State University

Susan Keaveney, University of Colorado -Denver

Robert J. Kent, Drexel University

Robert King, University of Richmond

C. M. Kochunny, University of South Alabama

Brenda Ponsford Konrad, University of San Diego

Kathleen Krentler, San Diego State University

R. Krishnan, California Polytechnic and State University

Charles Lamb, Texas Christian University

Jay D. Lindquist, Western Michigan University

Tim Longfellow, Illinois State University

Mushtaq Luqmani, Western Michigan University

John Mager, Eastern Washington University

Carl McDaniel, University of Texas at Arlington

xvi

Lisa Merton, California Western School of Law

Donald Michie, University of Texas -El Paso

Banwari Mittal, Northern Kentucky University

William C. Moncrief, Texas Christian University

Michael H. Morris, University of Central Florida

Luiz Moutinho, University of Wales College

Alphonso 0. Ogbuehi, Illinois State University

Bradley S. O'Hara, Southeastern Louisiana University

Thomas L. Powers, University of Alabama

Nabil Razzouk, California State University

Gillian Rice, American Graduate School of International Management

James Ricks, Southeast Missouri State University

Scott Roberts, Old Dominion University

John Ronchetto, University of San Diego

Robert Ross, Wichita State University

Don Sciglimpaglia, San Diego State University

Diane Seaburg, esq.

Massoud Seghafi, San Diego State University

Shannon Shipp, Texas Christian University

Rodger Singley, Illinois State University

Mark Slama, Illinois State University

Glenn Smith, California Western School of Law

Mary Smith, California State University, San Bernadino

Ruth Smith, University of Baltimore

William Smith, University of Southern Mississippi

Ronald Stampfl, San Diego State University

Shirley M. Stretch, California State University

Cynthia Webster, Mississippi State University

T. M. Weisenberger, University of Richmond

Gerald Zaltman, Harvard Business School

xvii

TABLE OF CONTENTS

Channel Management

A MODEL OF THE RELATIONSHIP BE1WEEN THE ENVIRONMENT, STRATEGY, AND PERFORMANCE ........................................................................ 1

J. Joseph Cronin, Jr., Peter Stanwick, and Steven A Taylor

EXTERNAL AND INTERNAL ENVIRONMENTAL DETERMINANTS OF PERCEIVED UNCERTAINTY ........................................................................ 6

Nancy J. Merritt, William H. Redmond, and John Heffernan

THE RELATIONSHIP OF CHANNEL STRUCTURE, CLIMATE, AND POWER TO EXCHANGE: PENNINGTON REVISITED ................................................. 11

H. David Strutton, Lou E. Pelton, and R. Keith Tudor

Consumer and Organizational Buyer Behavior

EXPLORING THE CHARACTERISTICS OF A SALESPERSON SOCIAL SCHEMA ............ 16 Barry J. Babin and James S. Boles

ANTECEDENTS OF INVOLVEMENT AND PERCEIVED PURCHASE RISK: BETTER UNDERSTANDING THE CONSUMER INVOLVEMENr PROFILE . . ......................... 21

Kevin G. Celuch, Mark E. Slama, and Timothy A Longfellow

RESTRUCTURING: A PROCESS FOR CONSTRUCTING REPRESENTATIONS FOR CHOICE ........................................................................... 27

Eloise Coupey

THE IMPACT OF INDNIDUAL DIFFERENCES ON THE USE OF RISK REDUCTION STRATEGIES IN ORGANIZATIONAL PURCHASING ...................................... 33

Mark C. Hall, C. P. Rao, and Kevin M. Elliott

INITIAL IMPRESSIONS IN THE ORGANIZATIONAL BUYER-SELLER DYAD ............... 38 Tony L. Henthorne, MichaelS. LaTour, and Alvin J. Williams

REVISITING THE FAMILY LIFE CYCLE: MODIFICATIONS AND IMPLICATIONS .......... 43 Laurie Lofland and Nabil Y. Razzouk

PROBLEM RECOGNITION: THE SYNERGY OF A MULTI-METIIOD APPROACH ............. 48 Kathleen S. Micken

AN ALTERNATNE APPROACH TO CELEBRITY SPOKESPERSON SELECTION ............ 53 Shekhar Misra

THE RELATIONSHIP BE1WEEN ORGANIZATIONAL STRUCTURE AND POWER IN THE BUYING CENTER ................................................................... 57

Earl Naumann, Donald W. Jackson, Jr., and StephenS. Tax

COMPULSIVE CONSUMERS AND THE ELEMENTS OF PERCEIVED PRICE ................ 61 Melodie R. Phillips and Bradley S. O'Hara

MARKETING IMPLICATION OF BUSINESS TO BUSINESS BUYING: A MODEL OF THE INFORMATION FLOW OF THE PURCHASING DECISION PROCESS ........................ 65

Charles J. Quigley, Frank G. Bingham, Jr., and Michael Patterson

xviii

BEYOND THE FAMILY LIFE CYCLE: AN INVENTORY OF VARIABLES FOR DEFINING THE FAMILY AS A CONSUMPTION UNIT .................................... 71

Scott D. Roberts. Patricia K. Voli, and KerenAmi Johnson

IMPULSE BUYING: A NEW FRAMEWORK ................................................ 76 Jon Shapiro

SENIOR CONSUMERS AND TECHNOWGY: NEW DIRECTIONS FOR RESEARCH .......... 81 Linda S. Showers, Vince E. Showers, and Rodger B. Singley

MODERATING INFLUENCES ON THE RElATIONSHIP BE1WEEN JOB OUTCOMES AND BOUNDARY ROLE AMBIQUITY ..................................................... 87

Jagdip Singh

MARKET MAVENS AND THE RElATIONSHIP BE1WEEN SMARr BUYING AND INFORMATION PROVISION: AN EXPLORA'IORY STUDY .................................. 90

Mark E. Slama. Rajan Nataraajan, and Terrell G. Williams

ATIRIBUTE IMPORfANCE IN DETERMINING INDUSTRIAL BUYER SATISFACTION ..... 94 William C. Smith. Lyndon E. Dawson, Jr .• and Gene Brown

10WARD AN ATI'RIBUTION MODEL OF BRAND WYAL1Y ............................... 100 Vidyut Vashi and M. Joseph Sirgy

TOWARDS FURfHERING THE EXPlANATION OF RElATIVE INFLUENCE IN HUSBAND-WIFE DECISION MAKING: A QUAUTATlVE APPROACH ..................... 105

Cynthia Webster

International Marketing

GLOBALIZATION OF CREDIT CARD USAGE: A CASE FOR THE DEVELOPING ECONOMY ............................................................................. 110

A Tansu Barker and Ahmet Sekerkaya

OFFSET TRADING IN THE U.S. AIRCRAFT INDUSTRY: HOW MUCH IS TOO MUCH? ..... 115 David J. Brennan and Lyn S. Amine

EUROMARKETING: FACTS AND FICTION .............................................. 121 Tevfik Dalgic

U.S. TRADE PROTECTION IN THE 1990'S: STRATEGIC IMPLICATIONS FOR AUTOMOTIVE, ELECTRONICS, AND TEXTILE INDUSTRIES ............................ 126

Nejdet Delener and Eberhard E. Scheuing

MARKETING STRATEGY IN AN INTEGRATED EUROPE: SOME RESEARCH PROPOSITIONS ........................................................................ 131

Abdolreza Eshghi, Joby John. and Charlie van Nederpelt

A COMPARISON OF AMERICAN AND NEW ZEALAND CONSUMER PERCEPTIONS OF SEX ROLE PORfRAYALS IN ADVERfiSING ............................................. 136

John B. Ford, Michael S. LaTour, Earl D. Honeycutt, Jr., and Mathew Joseph

PORfRAYAL OF WOMEN IN JAPANESE ADVERfiSEMENTS ........................... 141 Nimish Gandhi and Charles D. Bodkin

xix

STRATEGIC BUSINESS ALLIANCES: CANADIAN MOTIVES AND OBJECTIVES IN ASIA PACIFIC ...................................................................... 145

C.L. Hung

EUROPE 1992: THE IMPACT OF EUROPEAN UNIFICATION ON THE AUTOMOBILE INDUSIID' ............................................................................. 150

William M. Katin and Nabil Y. Razzouk

HONG KONG CONSUMERS' PERCEPTION OF DOMESTIC VERSUS FOREIGN BANKS ..... 155 Erdener Kaynak and Orsay Kucukemiroglu

THE INFLUENCE OF MULTI-LEVEL CULTURES ON INTERCULTURAL NEGOTIATION: NATIONAL, BUSINESS AND ORGANIZATIONAL CULTURES OF THE U.S. AND JAPAN ... 160

KeunS. Lee

EXPLORING A PROPOSED TIME USE/COMMITMENT ClASSIFICATION MODEL: A TAXONOMY AND METIIODOLOGY EXTENSION TO TI-IE FAR EAST .................... 165

Jay D. Lindquist and Paul M. Lane

PRIVATIZATION IN DEVELOPING COUNTRIES AND THE MARKETING IMPERATIVE .... 170 Mushtaq Luqmani and Zahir A Quaraeshi

A CROSS NATIONAL STUDY OF ADVERfiSING'S EFFECT ON THE SAVINGS RATE ...... 176 Christopher M. Miller

INTERNATIONAL PRODUCT LIFE CYCLE: INTRODUCTION TO RAPID SUCCESSION THEORY ............................................................................... 181

A Coskun Samli, Ernie Fields, and Tom McHale

INTERNATIONAL SEGMENTATION OPTIONS: GETTING AWAY FROM CONVENTIONAL WISDOM ............................................................. 185

A Coskun Samli and Salah Hassan

CONSUMER PREFERENCES AS BARRIERS TO STANDARDIZING MARKETING PROGRAMMES IN THE SINGLE EUROPEAN MARKET: THE ROLE OF COUNTRY-OF-ORIGIN AND ECOLOGICAL PRODUCE ATTRIBUTES .................................... 189

Bodo B. Schlegelmilch, A Diamantopoulos, and J.P. DuPreez

SALES ADAPTATION IN JAPAN: AN EXPANSION OF THE CONTINGENCY MODEL ...... 195 Camille P. Schuster and Charles D. Bodkin

A COMPARATIVE ANALYSIS OF U.S. VS. EUROPEAN PRODUCTIVI1Y TRENDS AND THEIR IMPLICATIONS FOR U.S. GLOBAL COMPETITIVENESS ......................... 200

Srivatsa Seshadri and C. P. Rao

SOUTHEAST ASIAN PERCEPTIONS OF U.S. AND JAPANESE IMPORfS: A CROSS-NATIONAL COMPARISON OF COUNTRY-OF-ORIGIN EFFECTS .......................... 205

David Strutton, Lou E. Pelton, and R Keith Tudor

A LOOK AT RECENT EC TV ADVERfiSING REGUlATIONS ............................. 210 Julian W. Vincze and JaneS. McNeill

EC 1992 INITIATIVES AND ADVERTISING INDUSTRY CHANGES ...................... 215 Julian W. Vincze and Jane S. McNeill

xx

Marketing Education

EDUCATING TEACHERS TO INTEGRATE COMPUTERS INTO THE K-12 CLASSROOM: A MARKETING EDUCATION PERSPECTIVE ............................................ 220

David M. Andrus and Katherine C. Ryan

THE EFFECTS OF CUES AND INFORMATION TYPE ON STUDENT PERFORMANCE AND REIENTION ....................................................................... 225

Sudhir K. Chawla, Mary F. Smith, and Zafar U. Kahn

TARGETING MINORITY GROUPS: ASSESSING STUDENTS' NEEDS IN SELECTING A UNIVERSI1Y ........................................................................ 228

Ronald L. Coccari, Rajshekhar G. Javalgi and Bob D. Cutler

STUDENT PERCEPTIONS AND CLASSROOM BEHAVIOR: EVALUATIONS OF CLASSROOM EXPERIENCE, PERCEPTIONS OF STANDARD EVALUATIONS, AND EXHIBITED BEHAVIORS .............................................................. 233

Mary K. Ericksen, Ed Arnoldi, Rich Black, Gordon DeFacis, David Jones, Andrew Locklear, and Amy Miller

AN INVESTIGATION OF EDUCATIONAL NEEDS FOR MARKETING RESEARCH PROFESSIONALS ...................................................................... 238

Ralph W. Giacobbe and Madhav N. Segal

TEACHING MARKETING COURSES IN CHINA'S M.B.A. PROGRAM ...................... 241 Lionel A Mitchell

AN EXPERIENTIAL APPROACH TO BRING REALITY TO INTRODUCTORY MERCHANDISING STUDENTS ......................................................... 246

Victoria A Seitz

MARKETING THE INTRODUCTORY MARKETING COURSE: AN ANALYSIS OF CHANGES IN THE "BUYERS"' PERCEPTIONS ........................................... 250

Jeffrey W. Totten and Joann Noe Cross

THE MULTILINGUISTIC ABILITIES OF U.S. MARKETING MAJORS ..................... 255 L. W. Turley and J. Mark Miller

Marketing and the Law

A LEGAL VIEW OF PRODUCT CONSUMPTION ........................................... 260 Karl A Boedecker, Fred W. Morgan, and Jeffrey J. Stoltman

THE COMMERCIAL PIRACY OF INTELLECTUAL PROPERlY ............................ 265 Myroslaw J. Kyj, Bernard J. Reilly, and John M. Tereniak

THE FOREIGN CORRUPT PRACTICES ACT REVISITED: LAWS TO IMPROVE GLOBAL MARKETING PRACTICE ...................................................... 269

Glenn A Pitman, James P. Sanford, and Deborah A Schlicker

Product and Pricing Management

PRODUCT LINE PRICE OPTIMIZATION WITH CONJOINT ANALYSIS .................... 273 Paul E. Green and Abba M. Krieger

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PURCHASE MOTNATION AS A FUNCTION OF SELF-CONGRUI1Y AND FUNCTIONAL CONGRUI1Y: A STRUCTURAL-CAUSAL ANALYSIS .................................... 278

J. S. Johar and M. Joseph Sirgy

THE EFFECT OF PERCENED FIT ON CONSUMER EXPECTATIONS OF BRAND EXTENSION SUCCESS ................................................................ 284

Erika Matulich and Gregory S. Martin

DEVELOPING AND MEASURING THE CONCEPT OF WARRANTY PREMIUM ............. 290 Melvyn A. J. Menezes

PACKAGING AND THE ENVIRONMENT: A DISCUSSION OF 1HE ISSUES ................ 296 M. B. Neace

PRODUCT BUNDLING: A NORMATIVE MODEL BASED ON AN ORIENTATION PERSPECTIVE ........................................................................ 301

Dorothy Paun

AN EXPLORATORY INVESTIGATION OF PERCEPTIONS OF ODD AND EVEN PRICING .............................................................................. 306

Charles J. Quigley, Jr. and Elaine M. Notarantonio

Promotion Management

A STUDY OF THE RELATIONSHIPS BE1WEEN HOSPITAL ADVERTISING PRACTICES AND HOSPITAL CHARACTERISTICS ...................................... 310

Jack A. Bell, Nancy T. Frontczak, and Charles R. Vitaska

INDUSTRIAL VERSUS CONSUMER SALES PROMOTION ................................ 315 Earnest F. Cooke and Frank M. Marion

VISUAL COMPONENTS OF PRINT ADVERI'ISING: THE U.S. AND KOREA ............... 320 Bob D. Cutler, Rajshekhar G. Javalgi, and Dongdae Lee

THE JOB INVOLVEMENT/ORGANIZATIONAL COMMITMENT INTERACTION EFFECT ON SALESPERSONS' TURNOVER .............................................. 325

John Hafer, Ronald Downey, and Nancy Ziegler

PERCEIVED CORPORATE ETHICALNESS AND SALESFORCE TURNOVER: A NEW RATIONALE FOR MORE ETHICAL CORPORATE BEHAVIOR ...................... 330

Neil C. Herndon

GATEKEEPER PERCEPTIONS: IMPLICATIONS FOR IMPROVING SALES ETHICS AND PROFESSIONALISM ............................................................. 336

Thomas N. Ingram, Charles S. Schwepker, Jr., and Michael D. Hartline

EXPLORING THE USE OF INCENTNES IN FUNDRAISING BY NOT-FOR-PROFIT ORGANIZATIONS ...................................................................... 342

Kathleen A. Krentler and Linda Rochford

ORGANIZATIONAL CULTURE AND SALES MANAGEMENT ............................. 345 KeunS. Lee

A COMPARISON OF COUPON USAGE BEHAVIOR BE1WEEN AFRO-, CAUCASIAN, AND CHINESE -AMERICANS ......................................................... 351

Monle Lee, Peter K. Tat. Margaret M. Liebman, and Adrianne M. Lenyo

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ANTECEDENTS OF ETHICAL DECISION MAKING IN SALES ORGANIZATIONS .......... 356 Debbie M. Thorne and 0. C. Ferrell

AN EXAMINATION OF THE EFFECTS OF BEHAVIORAL VARIABLES AND EMPLOYEE CHARACfERISTICS ON THE SALESPERSON'S PROPENSITY TO QUIT ................... 361

Brent M. Wren, E. Stephen Grant. and Ken Paul

Research Agenda for Marketing in the 21st Century

NORMATIVE CRITERIA FOR THE DEVELOPMENT AND APPRAISAL OF MARKETING THEORY .................................................................. 367

Shekhar Misra

UNDERSTANDING THE RECYCLER: AN EMERGING ARENA FOR MARKETING STRATEGY ........................................................................... 372

Christie H. Paksoy and Stephanie S. Robbins

DIFFERENTIATION IN BUSINESS AND ECONOMICS .................................. 377 William H. Redmond

Research Methodology

TESTING THE RELIABILITY AND VALIDITY OF BELK'S AND RICHINS' MATERIALISM SCALES .............................................................................. 383

Dennis Cole, Newell Wright, M. Joseph Sirgy, H. Lee Meadow, Ruston Kosenko, and Don Rahtz

AN INDIRECT DETERMINISTIC CAUSAL SALES FORECASTING MODEL: ACCURACY, INFORMATION, CONDITIONAL EFFICIENCY, AND EFFECTIVENESS ................... 388

Fred Hebein

PHENOMENOLOGICAL RESEARCH: PROCEDURES AND ANALYSIS .................... 394 James G. Helgeson and John Mager

UNOBTRUSIVE MEASURES OF INCOME: ALTERNATIVE BASES FOR SEGMENTATION ..................................................................... 399

Cynthia Fraser Hite and Robert E. Hite

SELF-CONCEPT MOTIVATION AS MEDIATOR BE1WEEN SELF-IMAGE CONGRUENCE AND ATTITUDE/INTENTION .......................................... 402

M. Joseph Sirgy, J. S. Johar. and C. B. Claiborne

MULTIPLE COMPARISON AND CROSS-VALIDATION IN EVALUATING STRUCTURAL EQUATION MODELS ................................................... 407

Youjae Yi and Kent Nassen

Retailing and Reselling

THE IMPACT OF RETAILER USE OF POINT-OF-PURCHASE ADVERTISING ON SALES OF INSTANT-GAlVIE LOTTERY TICKETS .................................... 412

Deborah L. Cowles and Trace Carson

THE APPLICATION OF THE ANALYriC HIERARCHY PROCESS IN SALES PERSONNEL RECRUITMENT ......................................................... 417

Anthony J. Duben and James Ricks

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THE INFLUENCE OF THE FIRM'S INTERNAL ENVIRONMENT ON THE JOB COMMITMENT AND SATISFACTION OF EMPLOYEES IN NEW PRODUCT DEVELOPMENT ....................................................................... 422

Rajesh Kanwar and Dinoo Vanier

THE QUICK RESPONSE IMPACT IN CANADIAN RETAILING: A COMPARISON ACROSS SEVERAL STORE FORMATS ................................................. .427

Paul D. Larson and Jack D. Kulchitsky

JUST-IN-TIME (JIT) RETAILING ....................................................... 432 Allan C. Reddy. C. P. Rao. and Niren Vyas

CUSTOMER ADAPTATIONS AND RETAILING: A REPLICATION STUDY ................ 436 Srivatsa Seshadri and Thomas D. Jensen

Services Marketing

SUSTAINABLE COMPETITNE ADVANTAGE IN SERVICE INDUSTRIES: A CONCEPTUAL MODEL AND RESEARCH PROPOSITIONS ............................. 441

Sundar G. Bharadwaj. P. Rajan Varadarajan, and John Fahy

AN EXPERIMENTAL INVESTIGATION OF THE EFFECT OF PERCEIVED SERVICE QUALI1Y ON CONSUMER SATISFACTION WITH SERVICE ENCOUNTERS ............... 444

Laurette Dube

SERVICE BREAKDOWNS -A STUDY OF CRITICAL INCIDENTS IN AN AIRLINE .......... 449 Bo Edvardsson

THE NEW SERVICE DEVELOPMENT PROCESS: AN ASSESSMENT ..................... 454 Douglas L. Fugate and L. W. Turley

INFORMATION PROCESSING OF SERVICES: IMPLICATIONS FOR NEW SERVICES AND RELATIONSHIP MARKETING .......................................... 460

Susan M. Keaveney

INDICATORS OF CHARITABLE CONTRIBUTION: FINDING PROFILES OF DONORS IN THE COMMUNI1Y ......................................................... 465

Jay D. Lindquist and Gail L. Stautamoyer

Strategic Planning

1EMPORAL PATTERN RECOGNITION DEFICIENCY .................................... 470 Paul A Herbig, John C. Milewicz. and Ken Day

A MANAGERIAL DECISION FRAMEWORK FOR VERTICAL INTEGRATION ............... 475 Mayuresh M. Kelkar, Robert E. Stassen, and C. P. Rao

MARKETING EFFECTIVENESS INDEX (MEl) -A TOOL FOR STRATEGIC MARKE1'ING PLANNING ............................................................... 480

Arthur Meidan, L. Moutinho. and R. S. Chan

DEFINING QUALI1Y: A CONTINGENCY PERSPECTNE ................................. 486 Neil A Morgan and Nigel F. Piercy

THE STRATLOGIC APPROACH TO THE ANALYSIS OF COMPETITIVE POSITION ........ 492 Luis Mountinho and Douglas T. Brownlie

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THE COMSTRAT MODEL: DEVELOPMENT OF AN EXPERT SYSTEM IN

STRATEGIC MARKETING .............................................................. 498

Luiz Moutinho. Bruce Cuny. and Fiona Davies

Jane K. Fenyo Student Paper Competition

ACCURACY IN SELF-REPORT MEASURES OF AROUSAL: USE OF A BOGUS

VERIFICATION TO ATTENUATE SENSITIVI1Y BIAS IN SEX-IN-ADVERTISING

EXPERIMENTATION ................................................................. 503

Donald Shemwell

Addendum

A PARSIMONIOUS VERSION OF THE PERSONAL INVOLVEMENT INVENTORY .......... 508

Banwari Mittal

EXPLAINING PHYSICAL EXERCISE BEHAVIOR BY ITS COGNITIVE ANTECEDENTS ..... 513

Banwari Mittal and Matthew D. Shank

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INDEX OF AUTHORS 518