Marketing Horizons: A 1980's Perspective: Proceedings of the 1980 Academy of Marketing Science (AMS) Annual Conference PDF
Preview Marketing Horizons: A 1980's Perspective: Proceedings of the 1980 Academy of Marketing Science (AMS) Annual Conference
Developments in Marketing Science: Proceedings of the Academy of Marketing Science Editor Venkatakrishna V. Bellur James W. Camerius Co-Editors Brian G. Gnauck Marketing Horizons: A 1980's Perspective Proceedings of the 1980 Academy of Marketing Science (AMS) Annual Conference Marketing Horizons: A 1980’s Perspective Developments in Marketing Science: Proceedings of the Academy of Marketing Science More information about this series at http://www.springer.com/series/13409 Venkatakrishna V. Bellur Editor James W. Camerius • Brian G. Gnauck Co-Editors Marketing Ho riz ons: A 1980’s P erspecti ve Proceedings of the 1980 Academy of Marketing Science (AMS) Annual Conference Dallas, Texas, USA April 30-May 3, 1980 Editor Venkatakrishna V. Bellur Northern Michigan University Marquette, MI, USA Co-Editors James W. Camerius Brian G. Gnauck Northern Michigan University Northern Michigan University Marquette, MI, USA Marquette, MI, USA Reprint from Original edition Developments in Marketing Science, Volume III 1980 edited by Venkatakrishna V. Bellur, James W. Camerius and Brian G. Gnauck Copyright © Academy of Marketing Science 1980 All rights reserved. ISBN 978-3-319-10965-7 ISBN 978-3-319-10966-4 (eBook) DOI 10.1007/978-3-319-10966-4 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014952226 © 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) SPECIAL ACKNOWLEDGMENTS OFFICERS OF THE ACADEMY President Vice President Chapter Development Robin T. Peterson Irene Lange New Mexico State University California State University at Fullerton Executive Vice President and Director Vice President Public Relations Harold W. Berkman Robert D. Tamalia University of Miami University of Windsor Vice President Programs Corresponding Secretary Douglass K. Hawes Robert H. Luke, Jr. University of Wyoming College of the Virgin Islands Vice President Membership/U.S.A. Recording Secretary Ivan R. Vernon Howard S. Gitlow Baylor University University of Miami Vice President Membership/Canada Board of Governors Peter M. Banting A. Coskun Samli, Chairperson McMaster University Beverelee Anderson EmmaAuer Vice President Membership/International Carl E. Ferguson, Jr. Venkatakrishna V. Bellur Edwin S. Hackleman Northern Michigan University David S. Halfhill V. H. Kirpalani Vice President Publications J.lrwin Peters Jane K. Fenyo Bert Rosenbloom C. W. Post, L.I.U. James R. Wills, Jr. Vice President Finance and Fund Raising Saeed Samiee Kent State University Recipient of Academy's Marketer of the Year Award Mr. John D. Wallace, President Wallace Hardware Company, Inc. 1980 CONFERENCE COMMITTEE Dub Ashton, Conference and Program Chairperson Douglass K. Hawes, Vice President for Programs Venkatakrishna V. Bellur, Proceedings Editor Harold W. Berkman, Conference Coordinator JaneK. Fenyo, Conference Coordinator Roger L. Jenkins, Chairperson, Doctoral Dissertation Competition Halsey R. Jones, Local Arrangements Committee Robin T. Peterson, Conference Coordinator Saeed Samiee, Chairperson, Student Paper Competition Ivan R. Vernon, Local Arrangements Committee and Exhibits Coordinator TRACK CHAIRPERSONS Consumer Behavior - Dr. Dub Ashton, University of Denver International Marketing - Dr. Venkatakrishna V. Bellur, Northern Michigan University Quantitative Marketing - Dr. Sidney Bennett, St. Louis University Marketing Management - Dr. Max L. Densmore, Grand Valley State Colleges Promotions - Dr. Wallace Feldman, Suffolk University Marketing Research - Dr. William J. Kehoe, University of Virginia Public Policy - Dr. Edward Ryan, University of North Carolina, Greensboro Marketing Education - Dr. John R. Thompson, Memphis State University Industrial Marketing - Dr. Ronald L. Zallocco, Cleveland State University Automotive Impact on Market Behavior - W. Bravers-Van Espen, University of Antwerp v SESSION CHAIRPERSONS Dr. SSti.d Lnoeuyi sB Uennniveetrt sity Dr. URnoigveerr sLi.t yJ eonf kTiennsn essee Dr. NDeown MMiecxhiiceo State University Dr. Harold W. Berkman Dr. Halsey R. Jones Dr. Michael J. Patterson University of Miami Texas Christian University Babson College Dr. Max L. Densmore Dr. V. H. Kirpalani Dr. Robin T. Peterson Grand Valley State College Concordia University New Mexico State University Dr. Wallace Feldman Dr. Eugene R. Klippel Dr. George Prough Suffolk University Management Horizons University of Akron Dr. Glen Gentry Dr. William J. Kohoe Dr. Rheal Proulx Southern Illinois University University of Virginia Bell Canada Dr. Jack Goldstucker Dr. Julu R. Kothapa Dr. Curtis C. Reierson Georgia State University Indiana University, Kokomo Baylor University Dr. Scott Greene Dr. David J. Lill Dr. Ralph A. Rieth, Jr. California State University, Fullerton New Mexico State University University of Lowell Dr. Douglass K. Hawes Dr. John H. Lindgren Dr. Saeed Samiee University of Wyoming University of Virginia Kent State University Dr. Soren Heede Dr. William Lundstrom Dr. Gerald B. Skelly Copenhagen School of Economics University of Mississippi University of Mississippi Dr. Wendell Hewett Dr. David McNabb Dr. Brauers-Van Espen University of Texas, Tyler Pacific Lutheran University Universitiet Antwerpen Dr. Sam Himes Dr. Dennis Menezes Dr. Ronald L. Zallocco University of North Dakota University of Louisville Cleveland State University PANEL MEMBERS Dr. Richard Buskirk Dr. David L. Kurtz Dr. Paul Soloman Southern Methodist University Eastern Michigan University University of Texas, Arlington Dr. Robert H. Dodge Dr. Robin T, Peterson Dr. Joe Thompson Youngstown State University New Mexico State University Michigan State University DISCUSSANTS Dr. Tom F. Badgett Dr. Roger L. Jenkins Dr. Hale A. Newcomer Texas Christian University University of Tennessee North Texas State University Dr. Robert Bell Dr. Jerry W. Johnson Dr. Terrence J. Paridon University of Arkansas Baylor University St. Louis University Dr. V. V. Bellur Dr. Mary L. Joyce Dr. J. Irwin Peters Northern Michigan University University of Colorado DePaul University Dr. Sidney Bennett Dr. Algin B. King Dr. Anthony C. Petto St. Louis University Christopher Newport College DePaul University Dr. Harold W. Berkman Dr. V. H. Kirpalani Dr. Stanley C. Porter University of Miami Concordia University National Oceanic Atmospheric Administration Dr. Robert N. Carter Dr. Julu R. Kothapa Dr. George Prough Southwest Texas State University Indiana University at Kokomo University of Akron Dr. Lucian G. Conway, Dr. Irene Lange Dr. C. P. Rao Baylor University California State University, Fullerton University of Arkansas Dr. Wallace Feldman Dr. Jay D. Lindquist Dr. William Renforth Suffolk University Western Michigan University Creighton University Dr. A. Fuat Firat Dr. Taylor Little Dr. Joel Saegert University of Texas, Dallas University of North Carolina, Greensboro University of Texas, San Antonio Dr. Roger Gates Dr. James R. Lowry Dr. Gerome Scott University of Texas, Arlington Ball State University University of Delaware Dr. Barnett Greenberg Dr. John D. Ludlow Dr. Howard R. Scroggs North Texas State University Northern Michigan University Baylor University Dr. C. Scott Greene Dr. Carl McDaniel Dr. Tim W. Sweeney California State University, Fullerton University of Texas, Arlington Management Horizons .Or. Alfred J. Hagan Dr. David McNabb Dr. David G. Taylor Pepperdine University Pacific Lutheran University Lamar University Dr. Mary Carolyn Harrison Dr. John Mentzer Dr. Ivan R. Vernon Louisiana State University Virginia Polytechnic Institute and Baylor University Dr. Douglass K. Hawes State University Dr. John G. Watson University of Wyoming Dr. John Monoky Saint Boneventure University Dr. Wendell Hewett University of Toledo Dr. Leon Winer University of Texas at Tyler Dr. Carlos W. Moore Pace University Dr. Richard E. Homans Baylor University Mr. George W. Wynn University of Missouri, St. Louis Dr. Collin Neuhaus Texas A&M University Dr. Cecil Hynes Eastern Michigan University Dr. Ronald L. Zallocco University of Maryland Cleveland State University SPEAKERS Dr. William Lazer Michigan State University Dr. Richard R. Still University of Georgia vi FOREWORD This volume represents another step in the development of the Academy of Marketing Science. This conference, MARKETING HORIZONS: A 1980's PERSPECTIVE, presents marketing scholars with an established forum as we enter the decade of the 1980's. The program chairperson received and sent for review over 152 articles. These were read by a large and diversified group of reviewers in the usual double-blind refereeing process. The results of this review technique are the inclusion of 99 papers in the 1980 Proceedings, Volume 3. This volume includes twelve operative tracks. They are: ( 1) Automotive Impact on Market Behavior, (2) Consumer Behavior, (3) Industrial Marketing, (4) International Marketing, (5) Market ing Education, (6) Marketing Management, (7) Promotion, (8) Public Policy, (9) Quantitative Mar keting, (10) Research in Progress, (11) Workshops and (12) Miscellaneous. The tracks, Automotive Impact on Market Behavior and Workshops, are new to the Proceedings of the Academy of Mar keting Science. The former track is especially relevant as we enter the decade of the 1980's in light of changes in the external environment of automotive marketing. We wish to thank the authors of the papers who diligently followed the guidelines and rather severe time constraints for the Proceedings. In addition we would like to thank Drs. Dub Ashton, Harold W. Berkman, Douglass K. Hawes, Robin T. Peterson, Ivan R. Vernon, and Mrs. Kirsten Bellur for their assistance and guidance. We also wish to express our appreciation to Northern Michigan University especially to Dr. Robert B. Glenn, Provost; and Dr. Robert N. Hanson, Dean, School of Business and Management, for financial and professional support. In this context we also want to thank the other co-sponsor ing universities including Baylor University; California State University, Fullerton; C. W. Post Center (Long Island University); Concordia University (Marketing Department); Georgetown University; New Mexico State University; Texas Christian University; the University of Denver; and the Univer sity of Miami. We have used care in compiling this volume but recognize errors of structure and omission. Papers received after the deadline data are grouped in the Miscellaneous section of the Proceedings. We invite you to review and explore the contributions which follow. Venkatakrishna V. Bellur James W. Camerius Brian G. Gnauck Northern Michigan University Marquette, Michigan, U.S.A. vii
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