Table Of Content

Journal of i\j arketing Research Annotated .,. ndex and Author/Title Index i.X L, 2003 Advertising and Media Research E-Customization, ASIM ANSARI and CARL F. MELA, May 2003, Attitude Theory Research . 131-45 Bayesian Analysis e “Customer Relationship Marketing” Brand Evaluation and C hoice Brand Management oS A Model of Web Site Browsing Behavior Estimated on Clickstream Data, Business-to- iasia M: arketing : RANDOLPH E. BUCKLIN and CATARINA SISMEIRO, August 2003. Channels of Distribution 249-67. Consumer Behavior Using the clickstream data recorded in Web server log files, the Cross-Cultural Differences authors develop and estimate a model of the browsing behavior of visi- Customer Relationship Marketing tors to a Web site. Two basic aspects of browsing behavior are examined: Decision Research (1) the visitor’s decisions to continue browsing (by submitting an addi- Diffusion of Innovations tional page request) or to exit the site and (2) the length of time spent Discrete Choice Models viewing each page. The authors propose a type II tobit model that cap- Econo e ] tures both aspects of browsing behavior and handles the limitations of Electroni ommer server log-file data. The authors fit the model to the individual-level Family Decision Making browsing decisions of a random sample of 5000 visitors to the Web site Forecasting High-Technology Markets of an Internet automotive company. Empirical results show that visitors’ propensity to continue browsing changes dynamically as a function of Historical the depth of a given site visit and the number of repeat visits to the site. The dynamics are consistent both with “within-site lock-in” or site “stickiness” and with learning that carries over repeat visits. In particu lar, repeat visits lead to reduced page-view propensities but not to Market Ori reduced page-view durations. The results also reveal browsing patterns larket Res that may reflect visitors’ umesaving strategies. Finally, the authors report Meas that simple site metrics computed at the aggregate level diverge substan e1op men tially from individual-level modeling results, which indicates the need Organizational Relatio: wee for Web site analyses to control for cross-sectional heterogeneity Pricing Promotion ; ; ; Understanding the Impact of Synergy in Multimedia Communications, Regression and Other Statistical Methods PRASAD A. NAIK and KALYAN RAMAN, November 2003, 375-88. Retailin 12 Sls Many advertisers adopt the integrated marketing communications per Samplin eyM ethods spective that emphasizes the importance of synergy in planning multi- Scaling taiiaias media activities. However, the role of synergy in multimedia communi- Segmentation Resea cations is not well understood. Thus, the authors investigate the Selling ‘ theoretical and empirical effects of synergy by extending a commonly Spatial Misdicls used dynamic advertising model to multimedia environments. They illus- Statistical Methods trate how advertisers can estimate and infer the effectiveness of and syn- Strategy and Planning Trading Relationships ergy among multimedia communications by applying Kalman filtering methodology. Using market data on Dockers brand advertising, the Author/Title Index authors first calibrate the extended model to establish the presence of Books Reviewed synergy between television and print advertisements in consumer markets. Second, they derive theoretical propositions to understand the ADVERTISING AND MEDIA RESEARCH impact of synergy on media budget, media mix, and advertising carry- \ffect, Framing, and Persuasion, PUNAM ANAND KELLER, ISAAC M. over. One of the propositions reveals that as synergy increases, advertis- LIPKUS, = BARBARA K. RIMER, February 2003, 54-64. ers should not only increase the media budget but also allocate more Phe authors conduct two experiments that indicate that the effective- funds to the less effective activity. The authors also discuss the implica- ness of loss- versus gain-framed messages depends on the affective state tions for advertising overspending. Finally, the authors generalize the of the message recipient. In Experiment |, the authors find that partici- model to include multiple media, differential carryover, and asymmetri- pants induced with a positive mood are more persuaded by the loss- cal synergy, and they identify topics for further research. framed message, whereas participants induced with a negative mood are more persuaded by the gain-framed message. In addition, the authors Why Do Consumers Stop Viewing Television Commercials? Two Experi- observe that participants in a positive mood have higher risk estimates ments on the Influence of Moment-to-Moment Entertainment and Infor- and lower costs in response to the loss frame than the gain frame, mation Value, JOSEPHINE L.C.M. WOLTMAN ELPERS, MICHEL whereas the reverse is true for participants in a negative mood. The WEDEL, and RIK G.M. PIETERS, November 2003, 437 authors replicate these effects in Experiment 2 in which they measure This research demonstrates the positive effects of moment-to-moment rather than induce the participants’ affective state. entertainment and the negative effects of moment-to-moment informa- The Differential Interaction of Auditory and Visual Advertising Elements tion value on consumers’ likelihood te continue watching during a tele- with Chinese and English, NADER T. TAVASSOLI and YIH HWAI vision commercial. A notable finding is that both the entertainment and LEE, November 2003, 468-80. the information value have a strong multiplicative effect on the probabil- See “Cross-Cultural Differences” ity to stop viewing. Journal of Marketing Research Vol. XL (November 2003), 502-510 Journal of i\j arketing Research Annotated .,. ndex and Author/Title Index i.X L, 2003 Advertising and Media Research E-Customization, ASIM ANSARI and CARL F. MELA, May 2003, Attitude Theory Research . 131-45 Bayesian Analysis e “Customer Relationship Marketing” Brand Evaluation and C hoice Brand Management oS A Model of Web Site Browsing Behavior Estimated on Clickstream Data, Business-to- iasia M: arketing : RANDOLPH E. BUCKLIN and CATARINA SISMEIRO, August 2003. Channels of Distribution 249-67. Consumer Behavior Using the clickstream data recorded in Web server log files, the Cross-Cultural Differences authors develop and estimate a model of the browsing behavior of visi- Customer Relationship Marketing tors to a Web site. Two basic aspects of browsing behavior are examined: Decision Research (1) the visitor’s decisions to continue browsing (by submitting an addi- Diffusion of Innovations tional page request) or to exit the site and (2) the length of time spent Discrete Choice Models viewing each page. The authors propose a type II tobit model that cap- Econo e ] tures both aspects of browsing behavior and handles the limitations of Electroni ommer server log-file data. The authors fit the model to the individual-level Family Decision Making browsing decisions of a random sample of 5000 visitors to the Web site Forecasting High-Technology Markets of an Internet automotive company. Empirical results show that visitors’ propensity to continue browsing changes dynamically as a function of Historical the depth of a given site visit and the number of repeat visits to the site. The dynamics are consistent both with “within-site lock-in” or site “stickiness” and with learning that carries over repeat visits. In particu lar, repeat visits lead to reduced page-view propensities but not to Market Ori reduced page-view durations. The results also reveal browsing patterns larket Res that may reflect visitors’ umesaving strategies. Finally, the authors report Meas that simple site metrics computed at the aggregate level diverge substan e1op men tially from individual-level modeling results, which indicates the need Organizational Relatio: wee for Web site analyses to control for cross-sectional heterogeneity Pricing Promotion ; ; ; Understanding the Impact of Synergy in Multimedia Communications, Regression and Other Statistical Methods PRASAD A. NAIK and KALYAN RAMAN, November 2003, 375-88. Retailin 12 Sls Many advertisers adopt the integrated marketing communications per Samplin eyM ethods spective that emphasizes the importance of synergy in planning multi- Scaling taiiaias media activities. However, the role of synergy in multimedia communi- Segmentation Resea cations is not well understood. Thus, the authors investigate the Selling ‘ theoretical and empirical effects of synergy by extending a commonly Spatial Misdicls used dynamic advertising model to multimedia environments. They illus- Statistical Methods trate how advertisers can estimate and infer the effectiveness of and syn- Strategy and Planning Trading Relationships ergy among multimedia communications by applying Kalman filtering methodology. Using market data on Dockers brand advertising, the Author/Title Index authors first calibrate the extended model to establish the presence of Books Reviewed synergy between television and print advertisements in consumer markets. Second, they derive theoretical propositions to understand the ADVERTISING AND MEDIA RESEARCH impact of synergy on media budget, media mix, and advertising carry- \ffect, Framing, and Persuasion, PUNAM ANAND KELLER, ISAAC M. over. One of the propositions reveals that as synergy increases, advertis- LIPKUS, = BARBARA K. RIMER, February 2003, 54-64. ers should not only increase the media budget but also allocate more Phe authors conduct two experiments that indicate that the effective- funds to the less effective activity. The authors also discuss the implica- ness of loss- versus gain-framed messages depends on the affective state tions for advertising overspending. Finally, the authors generalize the of the message recipient. In Experiment |, the authors find that partici- model to include multiple media, differential carryover, and asymmetri- pants induced with a positive mood are more persuaded by the loss- cal synergy, and they identify topics for further research. framed message, whereas participants induced with a negative mood are more persuaded by the gain-framed message. In addition, the authors Why Do Consumers Stop Viewing Television Commercials? Two Experi- observe that participants in a positive mood have higher risk estimates ments on the Influence of Moment-to-Moment Entertainment and Infor- and lower costs in response to the loss frame than the gain frame, mation Value, JOSEPHINE L.C.M. WOLTMAN ELPERS, MICHEL whereas the reverse is true for participants in a negative mood. The WEDEL, and RIK G.M. PIETERS, November 2003, 437 authors replicate these effects in Experiment 2 in which they measure This research demonstrates the positive effects of moment-to-moment rather than induce the participants’ affective state. entertainment and the negative effects of moment-to-moment informa- The Differential Interaction of Auditory and Visual Advertising Elements tion value on consumers’ likelihood te continue watching during a tele- with Chinese and English, NADER T. TAVASSOLI and YIH HWAI vision commercial. A notable finding is that both the entertainment and LEE, November 2003, 468-80. the information value have a strong multiplicative effect on the probabil- See “Cross-Cultural Differences” ity to stop viewing. Journal of Marketing Research Vol. XL (November 2003), 502-510 Annotated Subject Index and Author/Title Index 503 ATTITUDE THEORY RESEARCH The authors develop a model to describe and predict consumer stockkeeping-unit choice in frequently bought product categories. The model Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude, posits that a product category consists of several salient attributes with KEVIN E. VOSS, ERIC R. SPANGENBERG, and BIANCA many attribute levels and represents a stockkeeping unit as an attribute- GROHMANN, August 2003, 310-20. level combination. The number of parameters of the model does not See “Measurement” increase with the number of stockkeeping units and the number of attribute levels. The authors demonstrate the descriptive and predictive power: BAYESIAN ANALYSIS of their model using 133,492 purchase incidences in 16 product categories. Their model fits 7% better in sample and predicts 8% better out Modeling Interdependent Consumer Preferences, SHA YANG and GREG of sample in hit probability than two leading models and requires only M. ALLENBY, August 2003, 282-94. half the number of parametes. See “Spatial Models” The Reciprocal Effects of Brand Equity and Trivial Attributes, SUSAN M BRONIARCZYK and ANDREW D. GERSHOFF., May 2003, 161-75. BRAND EVALUATION AND CHOICE See “Brand Management” A Comparison of Segment Retention Criteria for Finite Mixture Logit Models, RICK L. ANDREWS and IMRAN S. CURRIM, May 2003, BRAND MANAGEMENT 235-43. See “Segmentation Research” The Reciprocal Effects of Brand Equity and Trivial Attributes, SUSAN M BRONIARCZYK and ANDREW D. GERSHOFF, May 2003, 161-75. Does It Make Sense to Use Scents to Enhance Brand Memory? MAUREEN Brands increasingly introduce products with attributes that fail to pro- MORRIN and S. RATNESHWAR, February 2003, 10-25. vide consumers with meaningful benefits (i.e., trivial attributes). The See “Consumer Behavior” authors present two experiments that examine the effect of brand equity on consumer valuation of such trivial attributes and the reciprocal effect that A General Choice Model for Bundles with Multiple-Category Products: such a strategy may have on brand equity. The results show that both high Application to Market Segmentation and Optimal Pricing for Bundles, and low equity brands benefit from offering an attractive trivial attribute in JAIHAK CHUNG and VITHALA R. RAO, May 2003, 115-30. the absence of a disclosure of its true value. However, prechoice disclo The attribute-based approach to study customer choices cannot deal sure of an attribute’s triviality heightens the role of the brand and context with bundles of heterogeneous components, which are usually drawn cues. Competing low equity brands benefit by sharing the trivial attribute from different product categories. The authors develop the comparabil- with a higher equity brand, whereas competing high equity brands benefit ity-based balance model, which is a unified framework for modeling from uniquely offering a trivial attribute. Postchoice revelation that an bundle choices. The model can be employed for any bundle, regardless attribute is trivial hurts the subsequent ability of a low but not a high equity of the heterogeneity of bundle components, under a pure bundling strat- brand to differentiate in a new product category. particularly among sub- egy. The conjoint model and balance model are special cases of the gen- jects who had previously chosen the target brand. For insights on brand eral model. The authors use mixture distributions in a hierarchical dilution, the authors also examine consumer attributions regarding mar- Bayesian framework to incorporate consumer heterogeneity in a more keter intent for offering a trivial attribute flexible manner than the extant approaches such as latent-class and random-coefficient models. The empirical tests of the model show that The Role of Firm Resources in Returns to Market Deployment, REBECCA most attribute effects are significant and consistent with the model’s J. SLOTEGRAAF, CHRISTINE MOORMAN, and J. JEFFREY predictions. The model is superior to those that do not consider the issues INMAN, August 2003, 295-309. of comparability of attributes, latent-class structure, and heterogeneity See “Strategy and Planning” among respondents. The authors show how the model can be used to find market segments for bundles with heterogeneous products in mul- BUSINESS-TO-BUSINESS MARKETING tiple product categories, to estimate individual reservation prices for bundles, and to determine the optimal bundle prices for different market Buying Modular Systems in Technology-Intensive Markets, STEFAN STREMERSCH, ALLEN M. WEISS, BENEDICT G.C. DELLAERT, segments. and RUUD T. FRAMBACH, August 2003, 335-50. Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude, See “High-Technology Markets” KEVIN E. VOSS, ERIC R. SPANGENBERG, and BIANCA GROHMANN, August 2003, 310-20. Specific Investments in Marketing Relationships: Expropriation and Bond- See “Measurement” ing Effects, AKSEL I. ROKKAN, JAN B. HEIDE, and KENNETH H. WATHNE, May 2003, 210-24. Measuring the Impact of Promotions on Brand Switching When Consumers See “Channels of Distribution” Are Forward Looking, BAOHONG SUN, SCOTT A. NESLIN, and KANNAN SRINIVASAN, November 2003, 389-405. CHANNELS OF DISTRIBUTION Logit choice models have been used extensively to study promotion response. This article examines whether brand-switching elasticities A Bargaining Theory of Distribution Channels, GANESH IYER and J derived from these models are overestimated as a result of rational con- MIGUEL VILLAS-BOAS, February 2003, 80—100. sumer adjustment of purchase timing to coincide with promotion sched- A critical factor in channel relationships between manufacturers and ules and whether a dynamic structural model can address this bias. Using retailers is the relative bargaining power of both parties. In this article. simulated data, the authors first show that if the structural model is cor- the authors develop a framework to examine bargaining between channel rect, brand-switching elasticities are overestimated by stand-alone logit members and demonstrate that the bargaining process actually affects the models. A nested logit model improves the estimates, but not completely. degree of coordination and that two-part tariffs will not be part of the Second, the authors estimate the models on real data. The results indicate market contract even in a simple one manufacturer—one retailer channel. that the structural model fits better and produces sensible coefficient esti- To establish the institutional and theoretical bases for these results, the mates. The authors then observe the same pattern in switching elastici- authors relax the conventional assumption that the product being ties as they do in the simulation. Third, the authors predict sales assum- exchanged is completely specifiable in a contract. They show that the ing a 50% increase in promotion frequency. The reduced-form models institution of bargaining has force, and it affects channel coordination predict much higher sales levels than does the dynamic structural model. when the complexity of nonspecifiability of the product exchange is The authors conclude that reduced-form model estimates of brand- present. The authors find that greater retailer power promotes channel switching elasticities can be overstated and that a dynamic structural coordination. Thus, there are conditions in which the presence of a pow- model is best for addressing the problem. Reduced-form models that erful retailer might actually be beneficial to all channel members. The include incidence can partially, though not completely, address the issue. authors recover the standard double-marginalization take-it-or-leave-it offer outcome as a particular case of the bargaining process. They also The authors discuss the implications for researchers and managers. examine the implications of relative bargaining powers for wheiher the A Parsimonious Model of Stockkeeping-Unit Choice, TECK-HUA HO and product is delivered “early” (i.e., before demand is realized) or “late” JUIN-KUAN CHONG, August 2003, 351-65. (i.e., delivered to the retailer only if there is demand). The authors pres- 504 JOURNAL OF MARKETING RESEARCH, NOVEMBER 2003 ent the implications for returns policies as well as of renegotiation costs ally also have the option not to select any alternative. An implicit and retail competition. assumption in the experimental practice of forcing choice is that the no- choice option draws proportionately from the various available alterna- Interdependence and Its Consequences in Distributor—-Supplier Relation- tives, such that the qualitative conclusions are unaffected. However, the ships: A Distributor Perspective Through Response Surface Approach, authors propose that the no-choice option competes most directly with STEPHEN KEYSUK KIM and PING-HUNG HSIEH, February 2003, alternatives that buyers tend to select when they are uncertain about their 101-112. preferences. Building on this general proposition, the authors show that DespiI te its importance for marketingg channels research, the effect of the introduction of the no-choice option strengthens the attraction effect interdependence on channel outcome variables remains elusive because weakens the compromise effect, and decreases the relative share of an of the inconsistent manner in which it is operationalized and the analyti- option that is “average” on all dimensions. They also examine the mech- cal methods used to assess its impact. To address those gaps, the authors anisms underlying the impact of having the option not to choose and the first review prior approaches and identify the sources of their limitations. conditions under which the no-choice option is likely to affect relative Then, the authors use the response surface approach (RSA) and derive option shares. The results are consistent with the notion that the no- three managerial insights that can be garnered from its use. They apply choice option provides an alternative way of resolving difficult choices RSA to industrial distributor-supplier relationships and contrast it with that is not available when subjects are forced to choose. The authors previous methods. The empirical study results suggest that distributors discuss the theoretical and practical implications of this research. perceive differentia! effects of supplier dependence and distributor dependence on outcome variables. The authors elaborate on managerial The Impact of the Internet on Information Search for Automobiles, BRIAN and research implications of the RSA results. T. RATCHFORD, MYUNG-SOO LEE, and DEBABRATA TALUK- DAR, May 2003, 193-209. Simultaneous Signaling and Screening with Warranties, DAVID A. SOBERMAN, May 2003, 176-92. Using data from surveys of automobile buyers collected in 1990 and 2000 in a natural experiment setting, the authors study the determinants See “Pricing” of use of the Internet as a source of information on automobiles, its Specific Investments in Marketing Relationships: Expropriation and Bond- impact on the use of other sources, and its impact on total search effort. ing Effects, AKSEL I. ROKKAN, JAN B. HEIDE, and KENNETH H. The results indicate that the Internet draws attention in approximately the WATHNE, May 2003, 210-24. same proportion from other sources. The results also show that those Specific investments, which are tailored to a particular company or who use the Internet to search for automobiles are younger and more value-chain partner, are important components of firms’ marketing educated and search more in general. However, the analysis also indi- strategies. At the same time, extant theory suggests that such investments cates that they would have searched even more if the Internet had not pose considerable risk, because they put the receiver in a position to been present. opportunistically exploit the investor. In this article, the authors examine this “expropriation” scenario but also consider whether specific invest- A Parsimonious Model of Stockkeeping-Unit Choice, TECK-HUA HO and ments, because of their specialized nature, may actually “bond” the JUIN-KUAN CHONG, August 2003, 351-65 receiver and reduce opportunism under certain conditions. These condi- See “Brand Evaluation and Choice” tions involve a focal relationship’s time horizon (i.e., its extendedness) The Reciprocal Effects of Brand Equity and Trivial Attributes. SUSAN M. and particular norms. The key theoretical argument is that the effect of BRONIARCZYK and ANDREW D. GERSHOFF, May 2003, 161-75. specific investments on opportunism will shift in a nonmonotonic fash- See “Brand Management” ion over the range of these relationship conditions. The authors test their research hypotheses empirically through parallel analyses on each side A Temporal Dynamic Model of Spousal Family Purchase-Decision Behav- of 198 matched buyer—supplier dyads. The empirical tests provide gen- ior, CHENTING SU, EDWARD F. FERN, and KEYING YE, August eral support for the predictions but also reveal differences between buy- 2003, 268-81. ers and suppliers regarding the focal effects. The authors discuss the See “Family Decision Making” implications of the findings for marketing theory and practice. Why Do Consumers Stop Viewing Television Commercials? Two Experi- ments on the Influence of Moment-to-Moment Entertainment and Infor- CONSUMER BEHAVIOR mation Value, JOSEPHINE L.C.M. WOLTMAN ELPERS, MICHEL Affect, Framing, and Persuasion, PUNAM ANAND KELLER, ISAAC M. WEDEL, and RIK G.M. PIETERS, November 2003, 437-53. LIPKUS, and BARBARA K. RIMER, February 2003, 54-64. See “Advertising and Media Research” See “Advertising and Media Research” Does It Make Sense to Use Scents to Enhance Brand Memory? MAUREEN CROSS-CULTURAL DIFFERENCES MORRIN and S. RATNESHWAR, February 2003, 10-25. The Differential Interaction of Auditory and Visual Advertising Elements Can pleasant ambient scents enhance consumer memory for branded with Chinese and English, NADER T. TAVASSOLI and YIH HWAI products? [f so, why? The authors examine the effects of ambient scent LEE, November 2003, 468-80. on recall and recognition of brands in two studies. In the first (i.e., encod- Multimedia advertisements often contain nonverbal auditory ele- ing) phase of each study, subjects are asked to evaluate familiar and unfa- ments, such as music and sound effects, and nonverbal visual elements, miliar brands while viewing digital photographs of products on a com- such as images and logos. On the one hand, these elements can have the puter screen; stimulus viewing times are measured covertly on the unintended negative effect of interfering with the processing of the ver- computer. Ambient scent is manipulated in the experiment room through bal ad copy. Two experiments demonstrate that auditory elements inter- a diffuser. In the second (i.e., retrieval) phase, conducted 24-hours later, fere more with the learning of and cognitive responding to English ad brand recall and recognition accuracy are assessed. In both studies, ambi- copy than with Chinese ad copy, and vice versa for visual elements. On ent scent improves both recall and recognition of familiar and unfamiliar the other hand, auditory and visual elements have the intended positive brands. This pattern emerges whether or not the scent is congruent with effect of facilitating ad copy recall when they are reinstated as part of an the product category (Study 1), and the enhancement in brand memory is integrated marketing campaign or as a recall cue in an advertising track- due to the presence of ambient scent during encoding rather than retrieval ing study. A third experiment demonstrates that auditory elements are (Study 2). Although ambient scent apparently did not alter subjects’ self- better retrieval cues for English than for Chinese ad copy, and vice versa assessed mood or arousal levels, it increased their attention in terms of for visual elements. The authors discuss implications of these cross- longer stimulus viewing times. Mediation analyses suggest that the atten- linguistic differences for the effective design of multimedia communication mechanism most likely explains why ambient scent improves brand memory. tions, integrated marketing campaigns, advertising tracking studies, and cross-cultural research. The Effect of Forced Choice on Choice, RAVI DHAR and ITAMAR SIMONSON, May 2003, 146-60. CUSTOMER RELATIONSHIP MARKETING Whereas most academic and industry studies of consumer preferences and decision making involve forced choice (i.e., participants are told to E-Customization, ASIM ANSARI and CARL F. MELA, May 2003, choose one of the presented product or service alternatives), buyers usu- 131-45. Annotated Subject Index and Author/Title Index 505 Customized communications have the potential to reduce information of really new products than they have with incremental new products overload and aid customer decisions, and the highly relevant products Consumers cope with this uncertainty by using certain inferential tech- that result from customization can form the cornerstone of enduring cus- niques that are not well captured by standard preference measurement tomer relationships. In spite of such potential benefits, few models exist techniques, such as conjoint. This research examines techniques for in the marketing literature to exploit the Internet’s unique ability to incorporating both mental simulation and analogies into an existing pref- design communications or marketing programs at the individual level. erence measurement technique and shows that some methods enhance The authors develop a statistical and optimization approach for cus- and other methods hinder predictive accuracy. tomization of information on the Internet. The authors use clickstream data from users at one of the top ten most trafficked Web sites to estimate DISCRETE CHOICE MODELS the model and optimize the design and content of such communications for each user. The authors apply the model to the context of permission- Modeling Interdependent Consumer Preferences, SHA YANG and GREG based e-mail marketing, in which the objective is to customize the design M. ALLENBY, August 2003, 282-94. and content of the e-mail to increase Web site traffic. The analysis sug- See “Spatial Models” gests that the content-targeting approach can potentially increase the expected number of click-throughs by 62%. ECONOMETRIC MODELS DECISION RESEARCH A Comparison of Segment Retention Criteria for Finite Mixture Logit Models, RICK L. ANDREWS and IMRAN S. CURRIM, May 2003, Affect, Framing, and Persuasion, PUNAM ANAND KELLER, ISAAC M. 235-43. LIPKUS, and BARBARA K. RIMER, February 2003, 54-64. See “Segmentation Research” See “Advertising and Media Research” Determining the Appropriate Breadth and Depth of a Firm’s Product Port- The Effect of Forced Choice on Choice, RAVI DHAR and ITAMAR folio, ROBERT BORDLEY, February 2003, 39-53 SIMONSON, May 2003, 146-60. See “New Product Development and Launch” See “Consumer Behavior” A General Choice Model for Bundles with Multiple-Category Products: [he Idiosyncratic Fit Heuristic: Effort Advantage as a Determinant of Con- Application to Market Segmentation and Optimal Pricing for Bundles, sumer Response to Loyalty Programs, RAN KIVETZ and ITAMAR JAIHAK CHUNG and VITHALA R. RAO, May 2003, 115-30. SIMONSON, November 2003, 454-67. See “Brand Evaluation and Choice” Over the past few years, customer relationship management and loyalty programs (LPs) have been widely adopted by companies and have The Impact of the Internet on Information Search for Automobiles, BRIAN received a great deal of attention from marketers, consultants, and, to a T. RATCHFORD, MYUNG-SOO LEE, and DEBABRATA TALUK- lesser degree, academics. In this research, the authors examine the effect DAR, May 2003, 193-209. of the level of effort required to obtain an LP reward on consumers’ per- See “Consumer Behavior” ception of the LP’s attractiveness. The authors propose that in certain Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only conditions, increasing program requirements can enhance consumers’ 33% Is, HARALD J. VAN HEERDE, SACHIN GUPTA, and DICK R. likelihood of joining the program, thus leading consumers to prefer a WITTINK, November 2003, 481-91. dominated option. Specifically, the authors hypothesize that consumers See “Promotion” often evaluate LPs on the basis of their individual effort to obtain the reward relative to the relevant reference effort (e.g., the effort of typical Measuring the Impact of Promotions on Brand Switching When Consumers other consumers). When consumers believe they have an effort advan- Are Forward Looking, BAOHONG SUN, SCOTT A. NESLIN, and tage over typical others (i.e., an idiosyncratic fit with the LP), higher pro- KANNAN SRINIVASAN, November 2003, 389-405. gram requirements magnify this perception of advantage and can there- See “Brand Evaluation and Choice” fore increase the overall perceived value of the program. The authors support this proposition in a series of studies in which the perceived idio- A Model of Web Site Browsing Behavior Estimated on Clickstream Data, syncratic fit was manipulated either by reducing the individual effort or RANDOLPH E. BUCKLIN and CATARINA SISMEIRO, August 2003, by raising the reference effort. The authors’ findings also indicate that (1) 249-67. idiosyncratic fit considerations are elicited spontaneously, (2) idiosyn- See “Advertising and Media Research” cratic fit mediates the effect of effort on consumer response to LPs, and Selective Sampling for Binary Choice Models, BAS DONKERS, PHILIP (3) an alternative account for the results based on signaling is not sup- HANS FRANSES, and PETER C. VERHOEF, November 2003. 492-97 ported. The authors conclude that the findings are part of a broader phe- See “Sampling and Survey Methods” nomenon, which they term the “idiosyncratic fit heuristic,” whereby a key factor that affects consumers’ response to marketing programs and Understanding the Impact of Synergy in Multimedia Communications. promotional offers is the perceived relative advantage or fit with con- PRASADA . NAIK and KALYAN RAMAN, November 2003, 375-88. sumers’ idiosyncratic conditions and preferences. See “Advertising and Media Research” Incommensurate Resources: Not Just More of the Same. JOSEPH C NUNES and C. WHAN PARK, February 2003, 26-38. ELECTRONIC COMMERCE See “Promotion” The Impact of the Internet on Information Search for Automobiles, BRIAN T. RATCHFORD, MYUNG-SOO LEE, and DEBABRATA TALUK- The Journal of Marketing Research: Its Initiation, Growth, and Knowledge Dissemination, PAUL E. GREEN, RICHARD M. JOHNSON, and DAR, May 2003, 193-209. WILLIAM D. NEAL, February 2003, 1-9. See “Consumer Behavior” See “Historical Analysis and Review” FAMILY DECISION MAKING A Temporal Dynamic Model of Spousal Family Purchase-Decision Behav- ior, CHENTING SU, EDWARD F. FERN, and KEYING YE, August A Temporal Dynamic Model of Spousal Family Purchase-Decision Behav- 2003, 268-81. ior, CHENTING SU, EDWARD F. FERN, and KEYING YE, August See “Family Decision Making” 2003, 268-81. The authors examine family purchase-decision dynamics to shed light on enhancing marketing communication effectiveness. In particular, the DIFFUSION OF INNOVATIONS authors are interested in understanding the temporal nature of spousal Measuring Preferences for Really New Products, STEVE HOEFFLER, behavioral interaction in family decision making to help marketers target November 2003, 406-420. communication messages, shape brand choice, and guide personal sell- The goal of this research is to improve preference measurement for ing activities. The authors calibrate a dynamic simultaneous equations really new products. An initial assumption validated in the first study is model to investigate spousal family purchase-decision behavior: What that consumers have greater uncertainty when estimating the usefulness are spousal behavioral interactions in a discrete purchase decision, and 506 JOURNAL OF MARKETING RESEARCH, NOVEMBER 2003 what are the temporal aspects of spousal decision behavior across deci- LOYALTY (FREQUENCY) PROGRAMS sions? The results indicate that spouses tend both not to reciprocate coer- The Idiosyncratic Fit Heuristic: Effort Advantage as a Determinant of Con- cion in a discrete decision and to adjust influence strategies over time. sumer Response to Loyalty Programs, RAN KIVETZ and TYAMAR rhe authors also investigate the effectiveness of influence strategies and SIMONSON, November 2003, 454-67. spousal satisfaction with decisions and their impacts on spousal subse- See “Decision Research” juent decision behaviors from a postdecision perspective as a mecha- n to explain why spouses revise decision behaviors across purchase isions. The authors discuss marketing implications of their findings MANAGERIAL JUDGMENT AND DECISION AIDS it ideas about how to use these findings creatively to target Interdependence and Its Consequences in Distributor—Supplier Rel]a tion- g and sales messages to influential spouses in specific decision ships: A Distributor Perspective Through Response Surface Approach, STEPHEN KEYSUK KIM and PING-HUNG HSIEH, February 2003, 101-112. FORECASTING See “Channels of Distribution” Measuring Preferences for Really New Products, STEVE HOEFFLER, Multivariate Analysis of Multiple Response Data, YANCY D. EDWARDS November 2003. 406—420 and GREG M. ALLENBY, August 2003, 321-34. See “Diffusion of Innovations” See “Market Analysis and Response” Stickier Priors: The Effects of Nonanalytic Versus Analytic Thinking in Stickier Priors: The Effects of Nonanalytic Versus Analytic Thinking in New Product f LISA E. BOLTON, February 2003, 65-79. New Product Forecasting, LISA E. BOLTON, February 2003, 65-79. See “Managerial Judgment and Decision Aids” The author investigates scenario generation and analogical reasoning as potential sources of bias in new product forecasting. In a series of studies, scenarios and analogies are shown to have persistent effects on HIGH-TECHNOLOGY MARKETS judgment, despite subsequent use of corrective analytic techniques (e.s Buying Modular Systems in Technology-Intensive Markets, STEFAN counterfactual reasoning, counterscenarios, counteranalogies, decompo- STREMERSCH, ALLEN M. WEISS, BENEDICT G.C. DELLAERT, sition, accountability). These findings demonstrate the robustness of nonanalytic processes on judgment and the need to be aware of their nd RUUD T. FRAMBACH, August 2003, 335-50 logy-intensive markets consist of products that are often inter- seductive effects modular system. Although prior d standardization and network exter- MARKET ANALYSIS AND RESPONSE idressed the buying of modular sys- Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only | decision dimensions of the buyer, 33% Is, HARALD J. VAN HEERDE, SACHIN GUPTA, and DICK R. utsource system integration and the WITTINK, November 2003, 481-91. the purchase of system components See “Promotion” iuthors develop a comprehensive pro- Multivariate Analysis of Multiple Response Data. YANCY D. EDWARDS work to explain companies’ positions and GREG M. ALLENBY, August 2003, 321-34 especially leakage and the buyer’s Multiple response questions, also known as a pick any/J format, are chnological volatility the buyer faces frequently encountered in the analysis of survey data. The relationship ircing system integration and the purchase among the responses is difficult to explore when the number of response nts. An empirical test in the market for options, J, is large. The authors propose a multivariate binomial probit supports the theory developed model for analyzing multiple response data and use standard multivariate analysis techniques to conduct exploratory analysis on the latent mul- HISTORICAL ANALYSIS AND REVIEW tivariate normal distribution. A challenge of estimating the probit model is addressing identifying restrictions that lead to the covariance matrix Its Initiation, Growth, and Knowledge specified with unit-diagonal elements (i.e., a correlation matrix). The RICHARD M. JOHNSON, and authors propose a general approach to handling identifying restrictions and develop specific algorithms for the multivariate al probit ached almost four model. The estimation a!gorithm is efficient and ¢ ly accommodate 1964. It continues to be a rich many response options that are frequently encou iethodology and knowledge dif- marketing data. The authors illustrate multivari ticle pays tribute to response data in three applications of Marketing The Role of Firm Resources in Returns to Market Deployn researchers \ of Mar J. SLOTEGRAAF, CHRISTINE MOORMAN, anc JEFFREY INMAN, August 2003, 295-309 yecome the premier journal in See “Strategy and Planning” . they discuss its important Advanced Research Understanding the Impact of Synergy in Multimedia groups. The PRASAD A. NAIK and KALYAN RAMAN, November 2 software development in the See “Advertising and Media Research’ omplex computations associated nethods MARKET ORIENTATION Interfirm Cooperation and Customer Orientation, ARIC RINDFLEISCH INFORMATION PROCESSING and CHRISTINE MOORMAN, November 2 rhe Differential Interaction of Au y and Visual Advertising Elements See “Organizational Relationships” with Chinese and Engli NADER T. TAVASSOLI and YIH HWAI LEE. November 2003. 468—80 MARKET RESEARCH UTILIZATION See “Cross-Cultural Differences” The Journalo f Marketing Research: Its Initiation, Growth, and Knowledge The Effect of Forced Choice on Choice, RAVI DHAR and ITAMAR Dissemination, PAUL E. GREEN, RICHARD M. JOHNSON, and SIMONSON, May 2003, 146-60. WILLIAM D. NEAL, February 2003, 1-9. See “Consumer Behavior See “Historical Analysis and Review” Annotated Subject Index and Author/Title Index Multivariate Analysis of Multiple Response Data, YANCY D. EDWARDS ioral and structural mect and GREG M. ALLENBY, August 2003, 321-34. alliance type and customer See “Market Analysis and Response” tor-dominated alliances \ exhibit a greater decrease in cu MEASUREMENT with strong ties with their rate with competitors 1 Nc Measuring Preferences for Really New Proc { ucts, STEVE HOEFFLER, government agency, experience : Novem |b e *r 2003. 406-420. tion than fiirn amlé lisanc es wi See ‘Diffusion of Innovatiotr 1S Specific Investments in Marketit Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude, ing Effects, AKSEL I. ROKKAN, KEVIN E. VOSS. ERIC R. SPANGENBERG, and BIANCA WATHNE, May 2003, 210-24- GROHMANN, August 2003, 310—) 2(2 0. See “Ch annels of Distribution Chis article reports the development and validation of a parsimonious generalizable scale that measures the hedonic and utilitarian dimensions of consumer attitudes toward product categories and different brands PRICING within categ The hedonic/utilitarian (HED/UT) scale includes ten A General Choice Model for Bundles differential response items, I five of which refer to the hedonic Application to Market Segmentation and five of which refer to the utilitarian dimension of con- J ATHAK CHUNG and VITHALA | > sumer attitudes The authors conducted six studies to establish the unidi- See “Brand Evaluation and {( hC oice mension lity reliz ibility and validity of the two HED/UT subscales. In reachihngi ng tt he tf inal sca. lel e the authors also develop and implement a unique Inc ommensurate Resources: Not J Ist process of paring down a psychometrically sound but otherwise too lar NUNES and ¢ WHAN PARK. Febrt f items. Nomological validity is established by repiacing a typical, See “Promotion” one-dimensional attitude toward the brand measure with the hedonic and utilitarian dimensions in a central route processing model. Results sug- Sin tultaneous Signaling ane the hedonic and utilitarian constructs are two distinct dimen- SOBERMAN, May 2003. br ind attitude and are reliably and validly ily measured by the It is well known tl a nd increase pre a cc.e pteax.f Thnee au NEW PRODUCT DEVELOPMENT AND LAUNCH ‘ eeds warranty poli n 10del, the objecti 9 he Appropriate 3readtht and Depth of a Firm’s Product Port- S e+l} ler that offers ROBERT BORDLEY, February 2003, 39-53 product whose c jual e b} road produ] ct lines; others have |l ean produj ct ]l ines nber of entries in a specific firm’s prod- model that balances the benefits of broad product line inst production and vere central in tUrhi c the development of I he author products are scored on various product I oronto usec ry normally across the population of }h ow sf the , nummbbheer ofsf eennttrriiee s iirn a produncett rp ort to discount the significance of entries that are ‘ts. The autthh or al1 so introduces t}h e not+i on yneratic i just sales and total deve lent COStS Res ponse life cycle These redefini No modeled ¢ function of its ‘+r Of competitors profits adjusted for ca)p ac- Inncc ymmMensura This N UNES a rhe pricin author illustrat cl 1LOODPhN YVSICS ¢ f Nonanalytic Versus ne }b asedad onan t SA I BOLTON. Fel ind Decision \ids’ ORGANIZATIONAL RELATIONSHIPS \ 1g Modu ov; stems in Technology aint ensive. Markets, STEFAN REMERSCH, ALLEN M. WEISS, BENEDICT G.C DELLAERT, 1 FRAMBACH August 2003, 335-50 oy Market S Cooperation and Customer Orientation, \A RIC RINDFLEISCH nd CHI £ ISTINE MOORMAN, November 2003. 4> 21-36 > eXamines the implications of interfirm cooperation for a ; »f customer orientation. Drawing on research in marketing, theory, and economics, the authors suggest t hat irms iged in cooperative llances WI th competitors will become less cus- oriented 4 time. Using longitudinal survey « lata, th ie authors find that f irms in alliances dominated by con etitors experience a sig nificant decrease 1 level of Customer orientation In contrast, th 1e ol the Sales Prommo ti on Buu mp I Tt ) authors do not observe this type of decrease for fu i n alliances domi- 3% Is, HARALD J. VA NH EERDE, SACHIN GUI nated by channel members. Moreover, the authors find that both behav- W ITTINK, No ember IOO3 48] 9) 508 JOURNAL OF MARKETING RESEARCH, NOVEMBER 2003 Several researchers have decomposed sales promotion elasticities ple selection bias, when this method does not lead to a loss in precision. based on household scanner-panel data. A key result is that the majority The authors illustrate the method for synthetic and real-life data and doc- of the sales promotion elasticity, approximately 74% on average, is attrib- ument that reductions of more than 50% in sample sizes can be obtained. uted to secondary demand effects (brand switching) and the remainder is attributed to primary demand effects (timing acceleration and quantity SCALING METHODS increases). The authors demonstrate that this result does not imply that if a brand gains 100 units in sales during a promotion, the other brands in Negative Consequences of Dichotomizing Continuous Predictor Variables, the category lose 74 units. The authors offer a complementary decompo- JULIE R. IRWIN and GARY H. McCLELLAND, August 2003, 366-71. sition measure based on unit sales. The measure shows the ratio of the See “Statistical Methods” current cross-brand unit sales loss to the current own-brand unit sales gain during promotion; the authors report empirical results for this meas- SEGMENTATION RESEARCH ure. They also derive analytical expressions that transform the elasticity decomposition into a decomposition of unit sales effects. These expres- A Comparison of Segment Retention Criteria for Finite Mixture Logit sions show the nature of the difference between the two decompositions. Models, RICK L. ANDREWS and IMRAN S. CURRIM, May 2003, To gain insight into the magnitude of the difference, the authors apply 235-43. these expressions to previously reported elasticity decomposition results Despite the widespread application of finite mixture models in mar- and find that approximately 33% of the unit sales increase is attributable keting research, the decision of how many segments to retain in the mod- to losses incurred by other brands in the same category. els is an important unresolved issue. Almost all applications of the models in marketing rely on segment retention criteria such as Akaike’s Measuring the Impact of Promotions on Brand Switching When Consumers information criterion, Bayesian information criterion, consistent Are Forward Looking, BAOHONG SUN, SCOTT A. NESLIN, and Akaike’s information criterion, and information complexity to determine KANNAN SRINIVASAN, November 2003, 389-405. the number of latent segments to retain. Because these applications See “Brand Evaluation and Choice” employ real-world data in which the true number of segments is unknown, it is not clear whether these criteria are effective. Retaining the REGRESSION AND OTHER STATISTICAL METHODS true number of segments is crucial because many product design and marketing decisions depend on it. The purpose of this extensive simula- Interdependence and Its Consequences in Distributor-Supplier Relation- tion study is to determine how well commonly used segment retention ships: A Distributor Perspective Through Response Surface Approach, criteria perform in the context of simulated multinomial choice data, as STEPHEN KEYSUK KIM and PING-HUNG HSIEH, February 2003, obtained from supermarket scanner panels, in which the true number of 101-112. segments is known. The authors find that an Akaike’s information crite- See “Channels of Distribution” rion with a penalty factor of three rather than the traditional value of two Multicriterion Clusterwise Regression for Joint Segmentation Settings: An has the highest segment retention success rate across nearly all experi- Application to Customer Value, MICHAEL J. BRUSCO, J. DENNIS mental conditions. Currently, this criterion is rarely, if ever, applied in the CRADIT, and ARMEN TASHCHIAN, May 2003, 225-34. marketing literature. Experimental factors of particular interest in mar- See “Segmentation Research” keting contexts, such as the number of choices per household, the number of choice alternatives, the error variance of the choices, and the min- Negative Consequences of Dichotomizing Continuous Predictor Variables, imum segment size, have not been considered in the statistics literature. JULIE R. IRWIN and GARY H. McCLELLAND, August 2003, 366-71. The authors show that they, among other factors, affect the performance See “Statistical Methods” of segment retention criteria. Selective Sampling for Binary Choice Models, BAS DONKERS, PHILIP Multicriterion Clusterwise Regression for Joint Segmentation Settings: An HANS FRANSES, and PETER C. VERHOEF, November 2003, 492-97. Application to Customer Value, MICHAEL J. BRUSCO, J. DENNIS See “Sampling and Survey Methods” CRADIT, and ARMEN TASHCHIAN, May 2003, 225-34. The authors present a multicriterion clusterwise linear regression Why Do Consumers Stop Viewing Television Commercials? Two Experi- model that can be applied to a joint segmentation setting. The model ments on the Influence of Moment-to-Moment Entertainment and Infor- enables the consideration of segment homogeneity, as well as multiple mation Value, JOSEPHINE L.C.M. WOLTMAN ELPERS, MICHEL dependent variables (segmentation bases), in a weighted objective func- WEDEL, and RIK G.M. PIETERS, November 2003, 437-53. tion. The authors propose a heuristic solution strategy based on simu- See “Advertising and Media Research” lated annealing and examine trade-offs in the recovery of multiple true cluster structures for several synthetic data sets. They also propose an RETAILING application of the model to a joint segmentation problem in the telecom- munications industry, which addresses important issues pertaining to the A Bargaining Theory of Distribution Channels, GANESH IYER and J. selection of the objective function weights and the number of clusters. MIGUEL VILLAS-BOAS, February 2003, 80-100. See “Channels of Distribution” SELLING Does It Make Sense to Use Scents to Enhance Brand Memory? MAUREEN MORRIN and S. RATNESHWAR, February 2003, 10-25. Simultaneous Signaling and Screening with Warranties, DAVID A. See “Consumer Behavior” SOBERMAN, May 2003, 176-92. See “Pricing” A Model of Web Site Browsing Behavior Estimated on Clickstream Data. RANDOLPH E. BUCKLIN and CATARINA SISMEIRO, August 2003, SPATIAL MODELS 249-67. See “Advertising and Media Research” Modeling Interdependent Consumer Preferences, SHA YANG and GREG M. ALLENBY, August 2003, 282-94. SAMPLING AND SURVEY METHODS A consumer’s preference for an offering can be influenced by the preferences of others in many ways, ranging from social identification and Selective Sampling for Binary Choice Models, BAS DONKERS, PHILIP inclusion to the benefits of network externalities. In this article, the HANS FRANSES, and PETER C. VERHOEF, November 2003, 492-97. authors introduce a Bayesian spatial autoregressive discrete-choice Marketing problems sometimes pertain to the analysis of dichotomous model to study the preference interdependence among individual con- dependent variables, such as “buy” and “not buy” or “respond” and “not sumers. The autoregressive specification can reflect patterns of hetero- respond.” One outcome can strongly outnumber the other, such as when geneity in which influence propagates within and across networks. These many households do not respond (e.g., to a direct mailing). In such situ- patterns cannot be modeled with standard random-effect specifications ations, an efficient data-collection strategy is to sample disproportion- and can be difficult to capture with covariates in a linear model. The ately more from the smaller group. However, subsequent statistical authors illustrate their model of interdependent preferences with data on analysis must account for this sampling strategy. In this article, the automobile purchases and show that preferences for Japanese-made cars authors put forward the econometric method that can correct for the sam- are related to geographically and demographically defined networks. Annotated Subject Index and Author/Title Index 509 STATISTICAL METHODS BUCKLIN, RANDOLPH E. and CATARINA SISMEIRO, “A Model of Web Site Browsing Behavior Estimated on Clickstream Data, August E-Customization, ASIM ANSARI and CARL F. MELA, May 2003, 2003, 249-67. : 131-45. CHONG, JUIN-KUAN, see HO. See “Customer Relationship Marketing” CHUNG, JAIHAK and VITHALA R. RAO, “A General Choice Model for Multicriterion Clusterwise Regression for Joint Segmentation Settings: An Bundles with Multiple-Category Products: Application to Market Seg- Application to Customer Value, MICHAEL J. BRUSCO, J. DENNIS mentation and Optimal Pricing for Bundles,” May 2003, 115-30. ‘ CRADIT, and ARMEN TASHCHIAN, May 2003, 225-34. CRADIT, J. DENNIS, see BRUSCO. See “Segmentation Research” ae CURRIM, IMRAN S., see ANDREWS. DELLAERT, BENEDICT G.C., see STREMERSCH Negative Consequences of Dichotomizing Continuous Predictor Variables, DHAR, RAVI and ITAMAR SIMONSON, “The Effect of Forced Choice JULIE R. IRWIN and GARY H. McCLELLAND, August 2003, 366-71. on Choice,” May 2003, 146-60. Marketing researchers frequently split (dichotomize) continuous pre- DONKERS, BAS, PHILIP HANS FRANSES, and PETER C. VERHOEF., dictor variables into two groups, as with a median split, before perform- “Selective Sampling for Binary Choice Models.” November 2003, ing data analysis. The practice is prevalent, but its effects are not well 492-97. understood. In this article, the authors present historical results on the EDWARDS, YANCY D. and GREG M. ALLENBY, “Multivariate Analy- effects of dichotomization of normal predictor variables rederived in a sis of Multiple Response Data,” August 2003, 321-34. regression context that may be more relevant to marketing researchers. ELPERS, JOSEPHINE L.C.M. WOLTMAN, MICHEL WEDEL, and RIK The authors then present new results on the effect of dichotomizing con- G.M. PIETERS, “Why Do Consumers Stop Viewing Television Com- tinuous predictor variables with various nonnormal distributions and mercials? Two Experiments on the Influence of Moment-to-Moment examine the effects of dichotomization on model specification and fit in Entertainment and Information Value;” November 2003, 437-53. multiple regression. The authors conclude that dichotomization has only FERN, EDWARD F., see SU. negative consequences and should be avoided. FRAMBACH, RUUD T., see STREMERSCH. FRANSES, PHILIP HANS, see DONKERS. STRATEGY AND PLANNING GERSHOFF, ANDREW D., see BRONIARCZYK. GREEN, PAUL E., RICHARD M. JOHNSON, and WILLIAM D. NEAL, Determining the Appropriate Breadth and Depth of a Firm’s Product Port- “The Journal of Marketing Research: Its Initiation, Growth, and Knowl- folio, ROBERT BORDLEY, February 2003, 39-53. edge Dissemination,” February 2003, 1-9. See “New Product Development and Launch” GROHMANN, BIANCA, see VOSS. Interfirm Cooperation and Customer Orientation, ARIC RINDFLEISCH GUPTA, SACHIN, see VAN HEERDE. and CHRISTINE MOORMAN, November 2003, 421-36. HEIDE, JAN B., see ROKKAN. See “Organizational Relationships” HO, TECK-HUA and JUIN-KUAN CHONG, “A Parsimonious Model of Stockkeeping-Unit Choice,” August 2003, 351-65. The Role of Firm Resources in Returns to Market Deployment, REBECCA HOEFFLER, STEVE, “Measuring Preferences for Really New Products,” J. SLOTEGRAAF, CHRISTINE MOORMAN, and J. JEFFREY November 2003, 406-420. INMAN, August 2003, 295-309. HSIEH, PING-HUNG, see KIM. Researchers in marketing tend to adopt one of two approaches to INMAN, J. JEFFREY, see SLOTEGRAAF examining competitive advantage: a focus on a firm’s resources or a IRWIN, JULIE R. and GARY H. McCLELLAND, “Negative Conse- focus on a firm’s sirategic or tactical actions. The authors suggest that quences of Dichotomizing Continuous Predictor Variables,” August neither of these approaches by itself fully captures the drivers of com- 2003, 366-71. petitive advantage. Focusing on marketing-specific actions referred to as IYER, GANESH and J. MIGUEL VILLAS-BOAS, “A Bargaining Theory market deployment, the authors investigate the roles of both resources of Distribution Channels,” February 2003, 80-100. and action by examining how the nature and level of a firm’s resources JOHNSON, RICHARD M., see GREEN. influence the success of the firm’s marketing actions. The results, based KELLER, PUNAM ANAND, ISAAC M. LIPKUS, and BARBARA K on a secondary data approach and a series of sequentially estimated hier- RIMER, “Affect, Framing, and Persuasion,” February 2003, 54-64 archical regression models, indicate that resource possession influences KIM, STEPHEN KEYSUK and PING-HUNG HSIEH, “Interdependence returns to market deployment. Specifically, higher levels of intangible and Its Consequehces in Distributor—Supplier Relationships: A Distribu- marketing resources and intangible technological resources increase the tor Perspective Through Response Surface Approach.” February 2003, effectiveness of market deployment related to distribution and coupon 101-112. activity, whereas higher levels of financial resources decrease the KIVETZ, RAN and ITAMAR SIMONSON, “The Idiosyncratic Fit Heuris- effectiveness of these types of market deployment. tic: Effort Advantage as a Determinant of Consumer Response to Loyalty Programs,” November 2003, 454-67. TRADING RELATIONSHIPS LEE, MYUNG-SOO, see RATCHFORD. LEE, YIH HWAI, see TAVASSOLI. A Bargaining Theory of Distribution Channels, GANESH IYER and J. LIPKUS, ISAAC M., see KELLER. MIGUEL VILLAS-BOAS, February 2003, 80-100. McCLELLAND, GARY H., see IRWIN. See “Channels of Distribution” MELA, CARL F., see ANSARI. MOORMAN, CHRISTINE, see RINDFLEISCH and SLOTEGRAAF. AUTHOR/TITLE INDEX MORRIN, MAUREEN and S. RATNESHWAR, “Does It Make Sense to ALLENBY, GREG M., see EDWARDS and YANG. Use Scents to Enhance Brand Memory?” February 2003, 10-25. ANDREWS, RICK L. and IMRAN S. CURRIM, “A Comparison of Seg- NAIK, PRASAD A. and KALYAN RAMAN, “Understanding the Impact ment Retention Criteria for Finite Mixture Logit Models,’ May 2003, of Synergy in Multimedia Communications.” November 2003, 375-88. 235-43. NEAL, WILLIAM D., see GREEN. ANSARI, ASIM and CARL F. MELA, “E-Customization,” May 2003, NESLIN, SCOTT A., see SUN. 131-45. NUNES, JOSEPH C. and C. WHAN PARK, “Incommensurate Resources: BOLTON, LISA E., “Stickier Priors: The Effects of Nonanalytic Versus Not Just More of the Same,” February 2003, 26-38. Analytic Thinking in New Product Forecasting,” February 2003, 65-79. PARK, C. WHAN, see NUNES. BORDLEY, ROBERT, “Determining the Appropriate Breadth and Depth of PIETERS, RIK G.M., see ELPERS. a Firm’s Product Portfolio,” February 2003, 39-53. RAMAN, KALYAN, see NAIK. BRONIARCZYK, SUSAN M. and ANDREW D. GERSHOFF, “The Rec- RAO, VITHALA R., see CHUNG. iprocal Effects of Brand Equity and Trivial Attributes,’ May 2003, RATCHFORD, BRIAN T., MYUNG-SOO LEE, and DEBABRATA 161-75. TALUKDAR, “The Impact of the Internet on Information Search for BRUSCO, MICHAEL J., J. DENNIS CRADIT, and ARMEN TASHCHIAN, Automobiles,” May 2003, 193-209. “Multicriterion Clusterwise Regression for Joint Segmentation Settings: RATNESHWAR, S., see MORRIN. An Application to Customer Value,’ May 2003, 225-34. RIMER, BARBARA K., see KELLER. 510 JOURNAL OF MARKETING RESEARCH, NOVEMBER 2003 RINDFLEISCH, ARIC and CHRISTINE MOORMAN, “Interfirm Cooper- VOSS, KEVIN E., ERIC R. SPANGENBERG, and BIANCA ation and Customer Orientation,” November 2003, 421-36. GROHMANN, “Measuring the Hedonic and Utilitarian Dimensions of ROKKAN, AKSEL I., JAN B. HEIDE, and KENNETH H. WATHNE, Consumer Attitude,” August 2003, 310-20. “Specific Investments in Marketing Relationships: Expropriation and WATHNE, KENNETH H., see ROKKAN. Bonding Effects,” May 2003, 210-24. WEDEL, MICHEL, see ELPERS. SIMONSON. ITAMAR, see DHAR and KIVETZ. WEISS, ALLEN M., see STREMERSCH. SISMEIRO, CATARINA, see BUCKLIN. WITTINK, DICK R., see VAN HEERDE. SLOTEGRAAF, REBECCA J., CHRISTINE MOORMAN, and J. JEF- YANG, SHA and GREG M. ALLENBY, “Modeling Interdependent Con- FREY INMAN, “The Role of Firm Resources in Returns to Market sumer Preferences,” August 2003, 282-94. Deployment,” August 2003, 295-309. YE, KEYING, see SU. SOBERMAN, DAVID A., “Simultaneous Signaling and Screening with Warranties,” May 2003, 176-92. BOOKS REVIEWED SPANGENBERG, ERIC R., see VOSS. SRINIVASAN, KANNAN, see SUN. FRANSES, PHILIP HANS and RICHARD PAAP, Quantitative Models in STREMERSCH, STEFAN, ALLEN M. WEISS, BENEDICT G.C. DEL- Marketing Research, February 2003, 113-14 (Leonard J. Parsons). LAERT, and RUUD T. FRAMBACH, “Buying Modular Systems in Technology-Intensive Markets,” August 2003 HARKNESS, JANET A., FONS J.R. VAN DE VIJVER, and PETER PH. SU, CHENTING, EDWARD F. FERN, and KEYING YE, “A Temporal MOHLER, Cross-Cultural Survey Methods, May 2003, 246-47 (Charles Dynamic Model of Spousal Family Purchase-Decision Behavior,” R. Taylor). August 2003, 268-81. KLOSGEN, WILLI and JAN M. _YTKOW, eds., Handbook of Data Min- SUN, BAOHONG, SCOTT A. NESLIN, and KANNAN SRINIVASAN, ing and Knowledge Discovery, August 2003, 372-74 (Edward C. Malt- ‘Measuring the Impact of Promotions on Brand Switching When Con- house and Francis J. Mulhern). sumers Are Forward Looking.” November 2003, 389-405. TALUKDAR, DEBABRATA, see RATCHFORD. LITTLE, RODERICK J.A. and DONALD B. RUBIN, Statistical Analysis TASHCHIAN, ARMEN, see BRUSCO. with Missing Data, 2d ed., August 2003, 374 (Dwayne Ball). TAVASSOLI, NADER T. and YIH HWAI LEE, “The Differential Interac- tion of Auditory and Visual Advertising Elements with Chinese and TASHAKKORI, ABBAS and CHARLES TEDDLIE, eds., Handbook of English,” November 2003, 468-80. Mixed Methods in Social & Behavioral Research, May 2003, 244-45 VAN HEERDE, HARALD J., SACHIN GUPTA, and DICK R. WITTINK, (Larry D. Compeau). “Is 75% of the Sales Promotion Bump Due to Brand Switching? No, WEITZ. BARTON A. and ROBIN WENSLEY, Handbook of Marketing, Only 33% Is,” November 2003, 481-91. November 2003, 498-99 (Robert W. Ruekert). VERHOEF, PETER C., see DONKERS. VILLAS-BOAS, J. MIGUEL, see IYER. ZALTMAN GERALD, How Customers Think: Essential Insights into the Mind of the Market, November 2003, 499-501 (Morris B. Holbrook).