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
xxi
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
xxii
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
xxiii
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
xxiv
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
xxv
INDEX OF AUTHORS 518