Table Of Content

Marketing Letters Table of Contents: Volume 4 (1993) Number 1 Identifying Multiple Preference Segments from Own- and Cross-Price SIGCCAL C hae mace, Te ee celeC o ae een an oP ave ee mee ee Re ecc aD Pe Gary J. Russell, Randolph E. Bucklin, and V. Srinivasan A Stochastic Programming Model to Analyze Ordinal Preference Data Kin-nam Lau, Gerald Post, and Karuna Selvaraj Differences in Consumer Perceptions of Similarity and Dissimilarity Naveen Donthu and Joseph Cherian Procedural Learning, Consumer Decision Making, and Marketing Communication Amana Kirmani and Peter Wright Demarketing as a Differentiation Strategy Eitan Gerstner, James D. Hess, and Wujin Chu The Two-Dimensional Impact of Color on Shopping Ayn E. Crowley Reactions of Clients to Referral Requests Kathy L. Pettit-O’ Malley, Carl S. Bozman, and U. N. Umesh Choosing Among Diffusion Models: Some Empirical Evidence Number 2 Integrating the Dirichlet-Multinomial and Multinomial Logit Models of Brand Choice Peter S. Fader Effectiveness of Some Simple Pricing Strategies under Varying Expectations of Competitor Behavior David E. Griffith and Roland T. Rust Do Standard Scales Work in Older Samples? Leisa Reinecke Flynn Using Stated Response Choice Data to Enrich Revealed Preference Discrete Choice Models David A. Hensher and Mark Bradley Double Couponing: Pricing and Consumer Perspectives ES BREN IEMA GRW S CTA cee eae oee e ea ERE James D. Hess and Eitan Gerstner Partial Carryover of Advertising Moshe Givon Does Competitive Clutter in Television Advertising “Interfere” with the Recall and Recognition of Brand Names and Ad Claims? Robert J. Kent and Chris T. Allen Number 3 The Impact of Risk and Competition on Choice of Innovations............... Hubert Gatignon and Thomas S. Robertson Cross-Task Validity Comparisions of Stated Preference Choice Models Jordan J. Louviere, Michael F. Fox, and William L. Moore Measuring the Reach and Frequency Elasticities of Advertising Media Fred S. Zufryden and James H. Pedrick The Effects of Memory Set Accessibility and Relevance on the Use of Memory Information During Product Choice Sarah Fisher Gardial, David W. Schumann, Russell Smith, and Ed Petkus, Jr. Principles Involving Marketing Policies: An Emdirical Assessment J. Scott Armstrong and Randall L. Schultz Gratitudes and Latitudes in M.B.A. Attitudes: Customer Orientation and the Business Week Poll Morris B. Holbrook Number 4 Gary M. Erickson The Decision Processes of Innovative Communicators and Other Adopters Grahame R. Dowling and David F. Midgley Positive versus Negative Comparative Advertising Shailendra Pratap Jain Preference Aggregation and Repeat Buying in Households .................. Sunil Gupta and Joel H. Steckel Game Theoretic Derivations of Competitive Strategies in Conjoint Analysis S. Chan Choi and Wayne S. DeSarbo An Alternative Approach to Discriminating Multivariate Populations and Its Applications to Marketing Research Sangit Chatterjee, A. Narayanan and Frederick Wiseman Brand Inequalities in the Loyalty-Effects of Purchases ..................0-- Purushottam Papatla A Cross Validation Test of Four Models for Quantifying Multiattribute Preferences. .....< OS aca hc k Wik iy MA TORE RO aT ee tT UST Lee A otra ane: Paul E. Green, Abba M. Krieger, and Manjol K. Agarwal