Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference PDF
Preview Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
Devveellooppmmenttss iinn MMarketing Sciennccee:: PPrroocceeeeddiinngs ooff tthhee AAccaademy ooff MMaarrkkeettiing SScciieennccee Editor Naresh K. Malhotra Jon M. Hawes Co-Editor Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference Developments in Marketing Science: Proceedings of the Academy of Marketing Science More information about this series at http://www.springer.com/series/13409 Naresh K. Malhotra Editor Jon M. Hawes Co-Editor Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference Anaheim, California, USA April 30-May 3, 1986 Editor Naresh K. Malhotra Georgia Institute of Technology Atlanta, GA, USA Co-Editor Jon M. Hawes University of Akron Akron, OH, USA ReprintfromOriginaledition Developments in Marketing Science, Volume IX 1986 edited by Naresh K. Malhotra and Jon M. Hawes Copyright © Academy of Marketing Science 1986 All rights reserved. ISBN 978-3-319-11100-1 ISBN 978-3-319-11101-8 (eBook) DOI 10.1007/978-3-319-11101-8 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014951541 © Academy of Marketing Science 2015 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. 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) To Our Co-Sponsors A Special Dedication The planning and coordination of various activities for the successful completion of a major national conference involve considerable effort on the part of the individuals and substantial financing as well. Expenses related to activities such as communication, logistics, facilities, and printing cost must be met even before revenues are realized in the form of registration fees. The personnel, financial, and moral support extended by the co-sponsoring organizations plays a vital role in stimulating quality research and dissemination of knowledge related to marketing theory and practice. The officers and fellows of the Academy of Marketing Science express sincere appreciation for the cooperation and financial support provided by the co-sponsoring universities and colleges and businesses. Co-Sponsoring Organizations Georgia Institute of Technology Rollins College California State University at Fullerton The University of Miami V VI SPECIAL ACKNOWLEDGEMENTS OFFICERS OF THE ACADEMY President Vice President for Publicity & Public Relations Douglass K. Hawes M. Wayne Delozier University of Wyoming University of South Carolina Executive Vice President/Director Vice President for Finance & Treasurer Harold W. Berkman Glen Riecken University of Miami East Tennessee State University Vice President for Programs Roger L. Jenkins Secretary University of Tennessee Rolph E. Anderson Drexel University Vice President for Publications Irene L. Lange Chairman, Board of Governors California State University Jay D. Lindquist at Fullerton Western Michigan University Vice President for Membership/USA Roy D. Adler Board of Governors Xavier University Constance S. Bates Kent L. Granzin Vice President for Membership/Canada Paul E. Green V. H. Kirpalani Erdener Kaynak Concordia University William Lazer Robert A. Peterson Vice President for Membership/International Bert Rosenbloom V. V. "Kris" Bellur Saeed Samiee Niagara University A. Coskun Samli Jagdish N. Sheth Vice President for Academic Affairs Mary Ann Stutts Kathleen A. Krentler San Diego State University Immediate Past President Ivan R. Vernon Vice President for Development Cleveland State University David L. Kurtz Seattle University The Academy of Marketing Science Honors as its Distinguished Marketer for 1986 Mr. Masaka Ogi President, Fujitsu America, Inc. VII 1986 Conference Program Committee Roger L. Jenkins Vice President, Programs University of Tennessee Julian W. Vincze Program Chair Rollins College Naresh K. Malhotra Program Co-Chair and Georgia Institute of Technology Proceedings Editor Track Chairs Eric N. Berkowitz Consumer Behavior University of Massachusetts Michael Morris Sales Force Management University of Central Florida Industrial Marketing Sandra M. Huszagh International Marketing University of Georgia Paul C. Thistlethwaite Marketing Education Western Illinois University J. S. (Vic) Johar Marketing Management California State University Distribution, Pricing and San Bernardino Product Harvey W. Rubin Marketing Management Louisiana State University Promotion Shreveport Rebecca M.J. Yates Marketing of Services University of Dayton and David A. Karns Wright State University C.P. Rao Research Methodology University of Arkansas Other Committee Members Joseph 0. Rentz Chair, Doctoral Dissertation University of Tennessee Competition C. Scott Greene Chair, Jane K. Fenyo California State University Student Paper Competition Fullerton Jon M. Hawes Proceedings Co-Editor University of Akron Irene Lange Chair, Local Arrangements California State University, Fullerton Richard Teach Chair, Conference Georgia Institute of Technology Promotion Lowell E. Crow Director of Placement Western Michigan University VIII THE REVIEWERS Kenneth Chan California State University at Chico George Abshier Terry Childers University of Southern Indiana University of Minnesota Roy D. Adler Gary Clark Pepperdine University Northern Illinois University Gerald Albaum Steve Clopton University of Oregon University of South Carolina Yao Apasu William A. Cohen Florida International University California State University Steve Ascroft Ernest Cooke Mount St. Vincent University Memphis State University Raj Arora Philip Cooper Bradley University University of Tulsa Ramone Avila Robert Cosenza Ball State University San Diego State University Nizamettin Aydin William Crittenden Suffolk University Northeastern University Ken Bahn Ken Crocker Virginia Polytechnic Institute and State Bowling Green State University University Joseph Cronin Hiram C. Barksdale, Jr. University of Kentucky Georgia State University Michael R. Czinkota Jonathon Barsky Georgetown University University of San Francisco Rajiv Dant Constance Bates Appalachian State University Florida International University Rene Darmon Douglas Behrman McGill University Florida State University Duane Davis John Beisel University of Central Florida Pittsburgh State University Ellen Day Danny N. Bellenger University of Georgia Texas Tech University Ralph Day Tony D. Bennedetto Western Michigan University University of Kentucky Ulrike De Br~tani Mark L. Bennion Concordia University Bowling Green State University Peter J. DePaulo Warren J. Bilkey University of Missouri at St. Louis University of Wisconsin Rohit Deshpande Andrew Brogowicz University of Texas at Austin Western Michigan University Susan P. Douglas John R. Brooks, Jr. New York University West Texas State University Cornelia Droge Roger Calantone McGill University University of Kentucky Jim Finlay S. Tamer Cavusgil Western Illinois University Bradley University Ted Frederickson Terry Chambers College of St. Thomas Appalachian State University IX
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