Table Of Content

JOURNAL OF MARKETING SUBJECT AND AUTHOR INDEX VOLUME 74, 2010 SUBJECT INDEX Item Item Number Authors Number Authors ADVERTISING BRAND MANAGEMENT 1. Consumer Response to Drug Risk Information: The Role of Positive 12. Brand Attachment and Brand Attitude Strength: Conceptuai and Affect Empirical Differentiation of Two Critical Brand Equity Drivers Vol. 74, No. 4, July 2010, 31-44 Vol. 74, No. 6, November 2010, 1-i7 Anthony D. Cox, Dena Cox, & Susan Powell Mantel C. Whan Park, Deborah J. MacInnis, Joseph Prie.ter, Andreas B. Eisingerich, & Dawn lacobuceci th . The Direct and Indirect Effects of Advertising Spending on Firm Value Vol. 74, No. 1, January 2010, 20-33 w . A Global Investigation into the Constellation of Consumer Attitud 2s Amit Joshi & Dominique M. Hanssens Toward Global and Local Products Vol. 74, No. 6, November 2010, 18-40 ww impact of Online Consumer Reviews on Sales: The Moderating Role Jan-Benedict E.M. Steenkamp & Martijn G. de Jon, of Product and Consumer Characteristics Vol. 74, No. 2, March 2010, 133-48 . How Salary Receipt Affects Consumers’ Regulatory Motivations and Feng Zhu & Xiaoquan (Michael) Zhang Product Preferences Vol. 74, No. 5, September 2010, 93-103 . The Malleable Brand: The Role of Implicit Theories in Evaluating Liimanshu Mishra, Arul Mishra, & Brand Extensions Dhananjay Nayakankuppam Vol. 74, No. 1, January 2010, 80-93 Eric A. Yerkston, Joseph C. Nunes, & Shashi Matta . The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions an . Predictors of the Gap Between Program and Commercial Audiences: Vol. 74, No. 1, January 2010, 80-93 An Investigation Using Live Tuning Data Eric A. Yorkston, Joseph C. Nunes, & Shashi Matta Vol. 74, No. 3, May 2010, 18-33 David A. Schweidel & Robert J. Kent . Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities a The Sound of Brands Vol. 74, No. 2, March 2010, 71-89 Vol. 74, No. 4, Juiy 2010, 97-109 Robert V. Kozinets, Kristine de Valck, Andrea C. Jennifer J. Argo, Monica Popa, & Malcxlm C. Smith Wojnicki, & Sarah J.S. Wilner ~ . The Stopping Power of Advertising: Measures and Effects of Visual . Promoting Brands Across Categories with a Social Cause: Imple- Complexity menting Effective Embedded Premium Programs Vol. 74, No. 5, September 2010, 48-60 Vol. 74, No. 6, November 2010, 41-60 Rik Pieters, Michel Wedel, & Rajeev Batra Ty Henderson & Neeraj Arora AUCTIONS . Resistance to Brand Switching When a Radically New Brand Is Intro- duced: A Social Identity Theory Perspective Vol. 74, No. 6, November 2010, 128-146 oo To Bundle or Not to Bundle: Determinants of the Profitability of Son K. Lam, Michael Ahearne, Ye Hu, & Multi-Item Auctions Niels Schillewaert Vol. 74, No. 4, July 2010, 110-24 Peter T.L. Popkowski Leszczyc & Gerald Hdubl . Signaling Status with Luxury Goods: The Role of Brand Prominence Vol. 74, No. 4, July 2010, 15-30 AWARD ANNOUNCEMENTS Young Jee Han, Joseph C. Nunes, & Xavier Dréze \o . Harold H. Maynard Award 20. The Sound of Brands Vol. 74, No. 2, March 2010, iv Vol. 74, No. 4, July 2010, 97-109 Jennifer J. Argo, Monica Popa, & Malcolm C. Smith ~ . Marketing Science Institute/H. Paul Root Award Vol. 74, No. 2, March 2010, iv ~ . What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation . Sheth Foundation/Journal of Marketing Award Vel. 74, No. 3, May 2010, 80-92 Vol. 74, No. 2, March 2010, iii Alokparna Basu Monga & Deborah Roedder John ~) . Why Do Older Consumers Buy Older Brands? The Role of Attach- ment and Declining Innovativeness Vol. 74, No. 3.S eptember 2010, 104-121 Raphaélle Lambert-Pandraud & Gilles Laurent © 2009, American Marketing Association Journal of Marketing ISSN: 0022-2429 (print), 1547-7185 (electronic) Vol. 73 (November 2009), 147-153 BUNDLING . Ending a Price Promotion: Retracting It in One Step or Phasing It Out Gradually 3. To Bundle or Not to Bundle: Determinants of the Profitability of Vol. 74, No. 1, January 2010, 49-64 Multi-Item Auctions Michael Tsiros & David M. Hardesty Vol. 74, No. 4, July 2010, 110-24 Peter T.L. Popkowski Leszczyc & Gerald Haubl . Exchanges in Marketing Systems: The Case of Subsistence Con- sumer—Merchants in Chennai, India Vol. 74, No. 3, May 2010, 1-17 BUSINESS-TO-BUSINESS MARKETING Madhu Viswanathan, José Antonio Rosa, & Julie A. Ruth . Contract Specificity and Its Performance Implications . A Global Investigation into the Constellation of Consumer Attitudes Vol. 74, No. 2, March 2010, 105-120 Toward Global and Local Products Erik A. Mooi & Mrinal Ghosh Vol. 74, No. 6, November 2010, 18-40 Jan-Benedict E.M. Steenkamp & Martijn G. de Jong 5. Governance Mechanisms in Business-to-Business Electronic Markets Vol. 74, No. 4, July 2010, 45-62 . How Salary Receipt Affects Consumers’ Regulatory Motivations and Rajdeep Grewal, Anindita Chakravarty, & Amit Saini Product Preferences Vol. 74, No. 5, September 2010, 93-103 . Managing Distributors’ Changing Motivations over the Course of a Himanshu Mishra, Arul Mishra, & Joint Sales Program Dhananjay Nayakankuppam Vol. 74, No. 5, September 2010, 32-47 Flora F .Gu, Namwoon Kim, David K. Tse, & Danny T. . Impact of Online Consumer Reviews on Sales: The Moderating Role Wang of Product and Consumer Characteristics Vol. 74, No. 2, March 2010, 133-48 7. Motivating Salespeople to Sell New Products: The Relative Influence Feng Zhu & Xiaoquan (Michael) Zhang of Attitudes, Subjective Norms, and Self-Efficacy Vol. 74, No. 6, November 2010, 61-76 . Is That Deal Worth My Time? The Interactive Effect of Relative and Frank Q. Fu, Keith A. Richards, Douglas E. Hughes, & Referent Thinking on Willingness to Seek a Bargain Eli Jones Vol. 74, No. 1, January 2010, 34-48 Ritesh Saini, Raghunath Singh Rao, & Ashwani Monga . Salesperson Influence on Product Development: Insights from a Study of Small Manufacturing Organizations . The Malleable Brand: The Role of Implicit Theories in Evaluating Vol. 74, No. 1, January 2010, 94-107 Brand Extensions Ashwin W. Joshi Vol. 74, No. 1, January 2010, 80-93 Eric A. Yorkston, Joseph C. Nunes, & Shashi Matta . Why Are Some Salespeople Better at Adapting to Organizational Change? . Marketing Healthful Eating to Children: The Effectiveness of Incen- Vol. 74, No. 3, May 2010, 65-79 tives, Pledges, and Competitions Michael Ahearne, Son K. Lam, John E. Mathieu, & Vol. 74, No. 3, May 2010, 93-106 Willy Bolander Sekar Raju, Priyali Rajagopal, & Timothy J. Gilbride CONSUMER BEHAVIOR . Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities . Brand Attachment and Brand Attitude Strength: Conceptual and Vol. 74, No. 2, March 2010, 71-89 Empirical Differentiation of Two Critical Brand Equity Drivers Robert V. Kozinets, Kristine de Valck, Andrea C. Vol. 74, No. 6, November 2010, 1-17 Wojnicki, & Sarah J.S. Wilner C. Whan Park, Debcrah J. MacInnis, Joseph Priester, Andreas B. Eisingerich, & Dawn lacobucci 5. The Psychological Effects of Empowerment Strategies on Consumers’ Product Demand . Consumer Response to Drug Risk Information: The Role of Positive Vol. 74, No. 1, January 2010, 65-79 Affect Christoph Fuchs, Emanuela Prandelli, & Martin Vol. 74, No. 4, July 2010, 31-44 Schreier Anthony D. Cox, Dena Cox, & Susan Powell Mantel . Resistance to Brand Switching When a Radically New Brand Is Intro- 2. Customer Reactions to Service Separation duced: A Social Identity Theory Perspective Vol. 74, No. 2, March 2010, 55-70 Vol. 74, No. 6, November 2010, 128-146 Hean Tat Keh & Jun Pang Son K. Lam, Michael Ahearne, Ye Hu, & Niels Schillewaert . Does Exclusivity Always Pay Off? Exclusive Price Promotions and Consumer Response . Signaling Status with Luxury Goods: The Role of Brand Prominence Vol. 74, No. 2, March 2010, 121-32 Vol. 74, No. 4, July 2010, 15-30 Michael J. Barone & Tirthankar Roy Young Jee Han, Joseph C. Nunes, & Xavier Dréze . Don’t Think Twice, It’s All Right: Music Piracy and Pricing in a . The Sound of Brands DRM-Free Environment Vol. 74, No. 4, July 2010, 97-109 Vol. 74, No. 2, March 2010, 40-54 Jennifer J. Argo, Monica Popa, & Malcolm C. Smith Rajiv K. Sinha, Fernando S. Machado, & Collin Sellman . Spending on the Fly: Menta! Budgets, Promotions, and Spending . Dynamic Effects Among Movie Ratings, Movie Revenues, and Viewer Behavior Satisfaction Vol. 74, No. 3, May 2010, 34-47 Vol. 74, No. 1, January 2010, 108-121 Karen M. Stilley, J. Jeffrey Inman, & Kirk L. Wakefield Sangkil Moon, Paul K. Bergey, & Dawn lacobucci . The Stopping Power of Advertising: Measures and Effects of Visual Complexity Vol. 74, No. 5, September 2010, 48-60 Rik Pieters, Michel Wedel, & Rajeev Batra 148 / Journal of Marketing, November 2010 . The Sustainability Liability: Potential Negative Effects of Ethicality DIRECT MARKETING on Product Preference Vol. 74, No. 5, September 2010, 18-31 . Survival in Markets with Network Effects: Product Compatibility and Michael G. Luchs, Rebecca Walker Naylor, Julie R. Order-of-Entry Effects Irwin, & Rajagopal Raghunathan Vol. 74, No. 4, July 2010, 1-14 Qi Wang, Yubo Chen, & Jinhong Xie . Trying Harder and Doing Worse: How Grocery Shoppers Track In- Store Spending EDITORIAL Vol. 74, No. 2, March 2010, 90-104 Koert van Ittersum, Joost M.E. Pennings, & . From the Editor: The State of the Journal Brian Wansink Vol. 74, No. 5, September 2010, iii . What Makes Brands Elastic? The Influence of Brand Concept and Ajay K. Kohli Styles of Thinking on Brand Extension Evaluation Vol. 74, No. 3, May 2010, 80-92 ELECTRONIC COMMERCE Alokparna Basu Monga & Deborah Roedder John . Bye-Bye Bundles: The Unbundling of Music in Digital Channels . Why Do Older Consumers Buy Older Brands? The Role of Attach- Vol. 74, No. 3, May 2010, 107-123 ment and Declining Innovativeness Anita Elberse Vol. 74, No. 5, September 2010, 104-121 Raphaélle Lambert-Pandraud & Gilles Laurent . Dynamic Effects Among Movie Ratings, Movie Revenues, and Viewer Satisfaction CUSTOMER REFERRAL BEHAVIOR Vol. 74, No. 1, January 2010, 108-121 Sangkil Moon, Paul K. Bergey, & Dawn lacobucci 5. Driving Profitability by Encouraging Customer Referrals: Who, When, and How . Governance Mechanisms in Business-to-Business Electronic Markets fol. 74, No. 5, September 2010, 1-17 Vol. 74, No. 4, July 2010, 45-62 V. Kumar, J. Andrew Petersen, & Robert P. Leone Rajdeep Grewal, Anindita Chakravarty, & Amit Saini . Impact of Online Consumer Reviews on Sales: The Moderating Role CUSTOMER SATISFACTION of Product and Consumer Characteristics Vol. 74, No. 2, March 2010, 133-48 . Dynamic Effects Among Movie Ratings, Movie Revenues, and Viewer Feng Zhu & Xiaoquan (Michael) Zhang Satisfaction Vol. 74, No. 1, January 2010, i68-i2i . The Psychological Effects of Empowerment Strategies on Consumers’ Sangkil Moon, Paul K. Bergey, & Dawn lacobucci Product Demand Vol. 74, No. 1, January 2010, 65-79 . How Complementarity and Substitution Alter the Customer Satisfaction- Christoph Fuchs, Emanuela Prandelli, & Martin Repurchase Link Schreier Vol. 74, No. 6, November 2010, 111-127 Glenn B. Voss, Andrea Godfrey, & Kathleen Seiders . To Bundle or Not to Bundle: Determinants of the Profitability of Multi-Item Auctions . Is Customer Participation in Value Creation a Double-Edged Sword? Vol. 74, No. 4, July 2010, 110-24 Evidence from Professional Financial Services Across Cultures Peter T.L. Popkowski Leszczyc & Gerald Hédubl Vol. 74, No. 3, May 2010, 48-64 Kimmy Wa Chan, Chi Kin (Bennett) Yim, & ETHICS AND SOCIAL RESPONSIBILITY Simon S.K. Lam . The Sustainability Liabilitv: Potential Negative Effects of Ethicality DECISION MAKING on Product Preference Vol. 74, No. 5, September 2010, 18-31 . The Direct and Indirect Effects of Advertising Spending on Firm Value Michael G. Luchs, Rebecca Walker Naylor, Julie R. Vol. 74, No. 1, January 2010, 20-33 Irwin, & Rajagopal Raghunathan Amit Joshi & Dominique M. Hanssens HISTORICAL ANALYSIS AND REVIEW . Don’t Think Twice, It’s All Right: Music Piracy and Pricing in a DRM-Free Environment . The Decline of Conceptual Articles and Implications for Knowledge Vol. 74, No. 2, March 2010, 40-54 Development Rajiv K. Sinha, Fernando S. Machado, & Collin Sellman Vol. 74, No. 1, January 2010, 1-19 . Geographical Information Systems—Based Marketing Decisions: Manjit S. Yaae Effects of Alternative Visualizations on Decision Quality . Megamarketing: The Creation of Markets as a Social Process Vol. 74, No. 6, November 2010, 94-110 Vol. 74, No. 2, March 2010, 1-19 Ana-Marija Ozimec, Martin Natter, & Thomas Reutterer Ashlee Humphreys 2. Is That Deal Worth My Time? The Interactive Effect of Relative and Referent Thinking on Willingness to Seek a Bargain INTERNATIONAL MARKETING Vol. 74, No. 1, January 2010, 34-48 Ritesh Saini, Raghunath Singh Rao, & Ashwani Monga . Does Accommodating a Self-Serving Partner in an International Mar- keting Alliance Pay Off? 63. Spending on the Fly: Menial Budgets, Promotions, and Spending Vol. 74, No. 6, November 2010, 77-93 Behavior Daniel C. Bello, Constantine S. Katsikeas, & Vol. 74, No. 3, May 2010, 34-47 Matthew J. Robson Karen M. Stilley, J. Jeffrey Inman, & Kirk L. Wakefield Subject and Author Index to Volume 74 / 149 . A Global Investigation into the Constellation of Consumer Attitudes 88. Managing Distributors’ Changing Motivations over the Course of a Toward Global and Local Products Joint Sales Program Vol. 74, No. 6, November 2010, 18-40 Vol. 74, No. 5, September 2010, 32-47 Jan-Benedict E.M. Steenkamp & Martijn G. de Jong Flora F .Gu, Namwoon Kim, David K. Tse, & Danny T. Wang . Is Customer Participation in Value Creation 2 Double-Edged Sword? Evidence from Professional Financial Services Across Cultures MARKETING IMPLEMENTATION Vol. 74, No. 3, May 2010, 48-64 Kimmy Wa Chan, Chi Kin (Bennett) Yim, & 89. Sales, Marketing, and Research-and-Developraent Cooperation Simon S.K. Lam Across New Product Development Stages: Implications for Success Vol. 74, No. 5, September 2010, 80-92 LEGAL AND POLITICAL ISSUES Holger Ernst, Wayne D. Heyer, & Carsten Riibsaamen . Megamarketing: The Creation of Markets as a Social Process 90. The Sustainability Liability: Potential Negative Effects of Ethicality Vol. 74, No. 2, March 2010, 1-19 on Product Preference Ashlee Humphreys Vol. 74, No. 5, September 2010, 18-31 Michael G. Luchs, Rebecca Walker Naylor, Julie R. MARKET OR INDUSTRY ANALYSIS Irwin, & Rajagopal Raghunathan . An Empirical Examination of the “Rule of Three”: Strategy implica- NONPROFIT, POLITICAL, AND SOCIAL MARKETING tions for Top Management, Marketers, and Investors Vol. 74, No. 2, March 2010, 20-39 91. Marketing Healthful Eating to Children: The Effectiveness of Incen- Can Uslay, Z. Ayca Altintig, & Robert D. Winsor tives, Pledges, and Competitions Vol. 74, No. 3, May 2010, 93-106 . How Complementarity and Substitution Alter the Customer Satisfaction— Sekar Raju, Priyali Rajagopal, & Timothy J. Gilbride Repurchase Link Vol. 74, No. 6, November 2010, 111-127 . Promoting Brands Across Categories with a Social Cause: Imple- Glenn B. Voss, Andrea Godfrey, & Kathleen Seiders menting Effective Embedded Premium Programs Vol. 74, No. 6, November 2010, 41-60 MARKET ORIENTATION Ty Henderson & Neeraj Arora . The Diffusion of Market Orientation Throughout the Organization: A ORGANIZATIONAL BUYING Social Learning Theory Perspective Vol. 74, No. 5, September 2010, 61-79 3. Contract Specificity and Its Performance Implications Son K. Lam, Florian Kraus, & Michael Ahearne Vol. 74, No. 2, March 2010, 105-120 Erik A. Mooi & Mrinal Ghosh . Salesperson Influence on Product Development: Insights from a Study of Small Manufacturing Organizations ORGANIZATIONAL LEARNING Vol. 74, No. 1, January 2010, 94-107 Ashwin W. Joshi . The Diffusion of Market Orientation Throughout the Organization: A Social Learning Theory Perspective MARKET SHARE Vol. 74, No. 5, September 2010, 61-79 Son K. Lam, Florian Kraus, & Michael Ahearne 3. An Empirical Examination of the “Rule of Three”: Strategy Implica- tions for Top Management, Marketers, and Investors PERSONAL SELLING Vol. 74, No. 2, March 2010, 20-39 Can Uslay, Z. Ayca Altintig, & Robert D. Winsor 5. Energizing the Reseller’s Sales Force: The Power of Brand Identification Vol. 74, No. 4, July 2010, 81-96 MARKETING ALLIANCES Douglas E. Hughes & Michael Ahearne . Does Accommodating a Self-Serving Partner in an International Mar- . Motivating Salespeople to Sell New Products: The Relative Influence keting Alliance Pay Off? of Attitudes, Subjective Norms, and Self-Efficacy Vol. 74, No. 6, November 2010, 77-93 Vol. 74, No. 6, November 2010, 61-76 Daniel C. Bello, Constantine S. Katsikeas, & Frank Q. Fu, Keith A. Richards, Douglas E. Hughes, & Matthew J. Robson Eli Jones MARKETING CHANNELS . The Service Models of Frontline Employees Vol. 74, No. 4, July 2010, 63-80 5. Contract Specificity and Its Performance Implications Rita Di Mascio Vol. 74, No. 2, March 2010, 105-120 . Why Are Some Salespeople Better at Adapting to Organizational Erik A. Mooi & Mrinal Ghosh Change? Vol. 74, No. 3, May 2010, 65-79 . Does Accommodating a Self-Serving Partner in an International Mar- keting Alliance Pay Off? Michael Ahearne, Son K. Lam, John E. Mathieu, & Vol. 74, No. 6, November 2010, 77-93 Willy Bolander Daniel C. Bello, Constantine S. Katsikeas, & Matthew J. Robson PRICING . Energizing the Reseller’s Sales Force: The Power of Brand Identification . Bye-Bye Bundles: The Unbundling of Music in Digital Channels Vol. 74, No. 4, July 2010, 81-96 Vol. 74, No. 3, May 2010, 107-123 Douglas E. Hughes & Michael Ahearne Anita Elberse 150 / Journal of Marketing, November 2010 . Don’t Think Twice, It’s All Right: Music Piracy and Pricing in a . Spending on the Fly: Mental Budgets, Promotions, and Spending DRM-Free Environment Behavior Vol. 74, No. 2, March 2010, 40-54 Vol. 74, No. 3, May 2010, 34-47 Rajiv K. Sinha, Fernando S. Machado, & Collin Sellman Karen M. Stilley, J. Jeffrey Inman, & Kirk L. Wakefield Ending a Price Promotion: Retracting It in One Step or Phasing It Out . Trying Harder and Doing Worse: How Grocery Shoppers Track In- Gradually Store Spending Vol. 74, No. 1, January 2010, 49-64 Vol. 74, No. 2, March 2010, 90-104 Michael Tsiros & David M. Hardesty Koert van Ittersum, Joost M.E. Pennings, & Brian Wansink . Trying Harder and Doing Worse: How Grocery Shoppers Track In- Store Spending SALARY RECEIPT Vol. 74, No. 2, March 2010, 90-104 Koert van Ittersum, Joost M.E. Pennings, & . How Salary Receipt Affects Consumers’ Regulatory Motivations and Brian Wansink Product Preferences Vol. 74, No. 5, September 2010, 93-103 PRODUCT DEVELOPMENT Himanshu Mishra, Arul Mishra, & Dhananjay Nayakankuppam . The Psychological Effects of Empowerment Strategies on Consumers’ Product Demand SALES FORCE MANAGEMENT Vol. 74. No. 1, January 2010, 65-79 Christoph Fuchs, Emanuela Prandelli, & ). The Diffusion of Market Orientation Throughout the Organization: A Martin Schreier Social Learning Theory Perspective Vol. 74, No. 5, September 2010, 61-79 . Sales, Marketing. and Research-and-Development Cooperation Across Son K. Lam, Florian Kraus, & Michael Ahearne New Product Development Stages: Implications for Success Vol. 74, No. 5, September 2010, 80-92 . Energizing the Reseller’s Sales Force: The Power of Brand Identification Holger Ernst, Wayne D. Hoyer, & Carsten Riibsaamen Vol. 74, No. 4, July 2010, 81-96 . Saiesperson Influence on Product Development: Insights from a Study Douglas E. Hughes & Michael Ahearne of Small Manufacturing Organizations Motivating Salespeople to Sell New Products: The Relative Influence Vol. 74, No. 1, January 2010, 94-107 of Attitudes, Subjective Norms, and Self-Efficacy Ashwin W. Joshi Vol. 74, No. 6, November 2010, 61-76 Frank Q. Fu, Keith A. Richards, Douglas E. Hughes, & . Survival in Markets with Network Effects: Product Compatibility and Eli Jones Order-of-Entry Effects Vol. 74, No. 4, July 2010, 1-14 . Sales. Marketing, and Research-and-Development Cooperation Qi Wang, Yubo Chen, & Jinhong Xie Across New Product Development Stages: Implications for Success Vol. 74. No. 5, September 2010, 80-92 PROFIT AND COST ANALYSIS Holger Ernst, Wayne D. Hoyer, & Carsten Riibsaamen . Driving Profitability by Encouraging Customer Referrals: Who, 21. Why Are Some Salespeople Better at Adapting to Organizational When, and How Change? Vol. 74, No. 5, September 2010, 1-17 Vol. 74, No. 3, May 2010, 65-79 V. Kumar, J. Andrew Petersen, & Robert P. Leone Michael Ahearne, Son K. Lam, John E. Mathieu, & Willy Bolander RETAILING SALES PROMOTION . Customer Reactions to Service Separation Vol. 74, No. 2, March 2010, 55-70 . Does Exclusivity Always Pay Off? Exclusive Price Promotions and Hean Tat Keh & Jun Pang Consumer Response Vol. 74, No. 2, March 2010, 121-32 . Ending a Price Promotion: Retracting It in One Step or Phasing It Out Michael J. Barone & Tirthankar Roy Gradually Vol. 74, No. |, January 2010, 49-64 . Is That Deal Worth My Time? The Interactive Effect of Relative and Michael Tsiros & David M. Hardesty Referent Thinking on Willingness to Seek a Bargain Vol. 74, No. 1, January 2010, 34-48 . Exchanges in Marketing Systems: The Case of Subsistence Consumer- Ritesh Saini, Raghunath Singh Rao, & Ashwani Monga Merchants in Chennai, India Vol. 74, No. 3, May 2010, 1-17 . Promoting Brands Across Categories with a Social Cause: Imple- Madhu Viswanathan, José Antonio Rosa, & Julie A. Ruth menting Effective Embedded Premium Programs Vol. 74, No. 6, November 2010, 41-60 . Geographical Information Systems—Based Marketing Decisions: Ty Henderson & Neeraj Arora Effects of Alternative Visualizations on Decision Quality Vol. 74, No. 6, November 2010, 94-110 SEGMENTATION Ana-Marija Ozimec, Martin Natter, & Thomas Reutterer 5. Does Exclusivity Always Pay Off? Exclusive Price Promotions and 2. How Complementarity and Substitution Alter the Customer Satisfaction— Consumer Response Repurchase Link Vol. 74, No. 2, March 2010, 121-32 Vol. 74, No. 6, November 2010, 111-127 Michael J. Barone & Tirthankar Roy Glenn B. Voss, Andrea Godfrey, & Kathleen Seiders . Signaling Status with Luxury Goods: The Role of Brand Prominence . The Service Models of Frontline Employees Vol. 74, No. 4, July 2010, 15-30 Vol. 74, No. 4, July 2010, 63-80 Young Jee Han, Joseph C. Nunes, & Xavier Dréze Rita Di Mascio Subject and Author Index to Volume 74 / 151 SERVICES MARKETING . Managing Distributors’ Changing Motivations over the Course of a Joint Sales Program 127. Customer Reactions to Service Separation Vol. 74, No. 5, September 2010, 32-47 Vol. 74, No. 2, March 2010, 55-70 Flora F .Gu, Namwoon Kim, David K. Tse, & Hean Tat Keh & Jun Pang Danny T. Wang 128. Is Customer Participation in Value Creation a Double-Edged Sword? . Megamarketing: The Creation of Markets as a Social Process Evidence from Professional Financial Services Across Cultures Vol. 74, No. 2, March 2010, 1-19 Vol. 74, No. 3, May 2010, 48-64 Ashlee Humphreys Kimmy Wa Chan, Chi Kin (Bennett) Yim, & Simon S.K. Lam 37. Survival in Markets with Network Effects: Product Compatibility and Order-of-Entry Effects 129. The Service Models of Frontline Employees Vol. 74, No. 4, July 2010, 1-14 Vol. 74, No. 4, July 2010, 63-80 Qi Wang, Yubo Chen, & Jinhong Xie Rita Di Mascio THEORY AND PHILOSOPHY OF SCIENCE STRATEGIC MARKETING 38. The Decline of Conceptual Articles and Implications for Knowledge 130. Bye-Bye Bundles: The Unbundling of Music in Digital Channels Development Vol. 74, No. 3, May 2010, 107-123 Vol. 74, No. 1, January 2010, 1-19 Anita Elberse Manjit S. Yadav 131. The Direct and Indirect Effects of Advertising Spending on Firm Value 39. Resistance to Brand Switching When a Radically New Brand Is Intro- Vol. 74, No. 1, January 2010, 20-33 duced: A Social Identity Theory Perspective Amit Joshi & Dominique M. Hanssens Vol. 74, No. 6, November 2010, 128-146 Son K. Lam, Michael Ahearne, Ye Hu, & 132. Driving Profitability by Encouraging Customer Referrals: Who, Niels Schillewaert When, and How Vol. 74, No. 5, September 2010, 1-17 WORD OF MOUTH V. Kumar, J. Andrew Petersen, & Robert P. Leone 140. Networked Narratives: Understanding Word-of-Mouth Marketing in 133. An Empirical Examination of the “Rule of Three”: Strategy Implica- Online Communities tions for Top Management, Marketers, and Investors Vol. 74, No. 2, March 2010, 71-89 Vol. 74, No. 2, March 2010, 20-39 Robert V. Kozinets, Kristine de Valck, Andrea C. Can Uslay, Z. Ayca Altintig, & Robert D. Winsor Wojnicki, & Sarah J.S. Wilner 134. Geographical Information Systems—Based Marketing Decisions: Effects of Alternative Visualizations on Decision Quality Vol. 74, No. 6, November 2010, 94-110 Ana-Marija Ozimec, Martin Natter, & Thomas Reutterer AUTHOR INDEX Item Item Number Number Ahearne, Michael 18, 29, 46, 81, 87, 94, Godfrey, Andrea 57, 80, 112 95, 98, 117, 118, Grewal, Rajdeep 25, 68 121, 139 Gu, Flora F. 26, 88, 135 Altintig, Z. Ayca 79, 83, 133 Han, Young Jee 19, 47, 126 Argo, Jennifer J. 6, 20, 48 Hanssens, Dominique M. amy 08 Arora, Neeraj 17, 92, 124 Hardesty, David M. 36, 101, 109 Barone, Michael J. 33, 122, 125 Hiubl, Gerald 8, 23, 71 Batra, Rajeev 7, 50 Henderson, Ty 17, 92, 124 Bello, Daniel C. 75, 84, 86 Hoyer, Wayne D. 89, 104, 120 Bergey, Paul K. 35, 56, 67 Hu, Ye 18, 46, 139 Bolander, Willy 29, 98, 121 Hughes, Douglas E. 27, 87, 95, 96, 118, Chakravarty, Anindita 25, 68 119 Chan, Kimmy Wa 58, 77, 128 Humphreys, Ashlee 74, 78, 136 Chen, Yubo 64, 106, 137 Iacobucci, Dawn 12, 30, 35, 56, 67 Cox, Anthony D. 1, 31 Inman, J. Jeffrey , 114 Cox, Dena 1,31 Irwin, Julie R. 51, 72, 90 De Jong, Martijn G. 13, 38, 76 John, Deborah Roedder De Valck, Kristine 16, 44, 140 Jones, Eli Di Mascio, Rita 97, 113, 129 Joshi, Amit Dréze, Xavier 19, 47, 126 Joshi, Ashwin W. Eisingerich, Andreas B. 12, 30 Katsikeas, Constantine S. Elberse, Anita 66, 99, 130 Keh, Hean Tat Ernst, Holger 89, 104, 120 Kent, Robert J. Fu, Frank Q. 27, 96, 119 Kim, Namwoon Fuchs, Christoph 45, 70, 103 Kohli, Ajay K. Ghosh, Mrinal 24, 85, 93 Kozinets, Robert V. . 44, 140 Gilbride, Timothy J. 43, 91 Kraus, Florian 81, 94, 117 152 / Journal of Marketing, November 2010 Kumar, V. 55, 107, 132 Richards, Keith A. , 96, 119 Lam, Simon S.K. 58, 77, 128 Robson, Matthew J. , 84, 86 Lam, Son K. 18, 29, 46, 81, 94, 98, Rosa. José Antonio . 110 117, 121, 139 Roy, Tirthankar 122 125 Lambert-Pandraud, Raphaélle . 54 Riibsaamen, Carsten . 104, 120 Laurent, Gilles . 54 Ruth, Julie A. , 110 Leone, Robert P. 55, 107, 132 Saini, Amit 25, 68 Luchs, Michael G. 51, 72,90 Saini, Ritesh , 62, 123 Machado, Fernando S. 34, 60, 100 Schillewaert, Niels . 46, 139 MacInnis, Deborah J. 12, 30 Schreier, Martin . 70, 103 Mantel, Susan Powell 1,31 Schweidel, David A. Mathieu, Johr. E. 29, 98, 121 Seiders, Kathleen . 80, 112 Matta, Shashi 4, 15, 42 Sellman, Collin , 60, 100 Mishra, Arul . 39, 116 Sinha, Rajiv K. . 60, 100 Mishra, Himanshu . 39, 116 Smith, Malcolm C. 6, 20, 48 Monga, Alokparna Basu . 53 Steenkamp, Jan-Benedict E.M. 13 , 38, 76 Monga, Ashwani , 62, 123 Stilley, Karen M. 4296,, 63, 114 Mooi, Erik A. . 85, 93 Tse, David K. 88, 135 Moon, Sangkil 35, 56, 67 Tsiros, Michael 36, 101, 109 Natter, Martin . 111, 134 Uslay, Can 79 83, 133 52, Nayakankuppam, Dhananjay . 39, 116 Van Ittersum, Koert 102, 115 Naylor, Rebecca Walker 51, 72, 90 Viswanathan, Madhu 37, 110 57. Nunes, Joseph C. 4, 15, 19, 42 Voss, Glenn B. 80, 112 Ozimec, Ana-Marija 61, 111, 134 Wakefield, Kirk L 49 63, 114 Pang, Jun 32, 108, 127 Wang, Danny T. 26 . 88, 135 Park, C. Whan 12, 30 Wang, Qi 64 . 106, 137 Pennings, Joost M.E. 52, 102, 115 Wansink, Brian 52 , 102, 115 Petersen, J. Andrew 55, 107, 132 Wedel, Michel % 50 Pieters, Rik 7, 50 Wilner, Sarah J.S. 16 . 44, 140 Popa, Monica , 20, 48 Winsor, Robert D. 79 , 83, 133 Popkowski Leszczyc, Peter T.L. es Wojnicki, Andrea C. 16 . 44, 140 Prandelli, Emanuela 5, 70, 103 Xie, Jinhong 64 . 106, 137 Priester, Joseph 2, 30 Yadav, Manjit S. 73 . 138 Raghunathan, Rajagopal , 72, 90 Yim, Chi Kin (Bennett) 58 . 77, 128 Rajagopal, Priyali 3, 91 Yorkston, Eric A. 4, 15, 42 Raju, Sekar 3,91 Zhang, Xiaoquan (Michael) 3, 40, 69 Rao, Raghunath Singh , 62, 123 Zhu, Feng 3, 40, 69 Reutterer, Thomas 61, 111, 134 Subject and Author Index to Volume 74 / 153