Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference PDF
Preview Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
Developments in Marketing Science: Proceedings of the Academy of Marketing Science Vinay Kothari Editor Danny R. Arnold Tamer Cavusgil · Jay D. Lindquist Jay Nathan · Stan Reid Co-Editors Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference Developments in Marketing Science: Proceedings of the Academy of Marketing Science More information about this series at http://www.springer.com/series/13409 Vinay Kothari Editor Danny R. Arnold • Tamer Cavusgil • Jay D. Lindquist Jay Nathan • Stan Reid Co-Editors Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference Las Vegas, Nevada May 5-8, 1982 Editor Vinay Kothari Stephen F. Austin State University Nacogdoches, TX, USA Co-Editors Danny R. Arnold Tamer Cavusgil Mississippi State University University of Wisconsin–Whitewater Mississippi State, MS, USA Whitewater, WI, USA Jay D. Lindquist Jay Nathan Western Michigan University University of Wisconsin–Parkside Kalamazoo, MI, USA Parkside, WI, USA Stan Reid Syracuse University Syracuse, NY, USA ReprintfromOriginaledition Developments in Marketing Science, Volume V edited by Vinay Kothari Copyright © Academy of Marketing Science 1982 All rights reserved. Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-16945-3 ISBN 978-3-319-16946-0 (eBook) DOI 10.1007/978-3-319-16946-0 Library of Congress Control Number: 2015937894 Springer Cham Heidelberg New York Dordrecht London © 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. 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. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been m ade. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com) COSPONSORING UNIVERSITIES AND COLLEGES Ball State University State University College-Buffalo California State University-Fullerton Stephen F. Austin State University Concordia University -Marketing Department Syracuse University C. W. Post Center-Long Island University University of Miami De Paul University University of North Dakota Eastern Michigan University University of Wisconsin -Parkside lona College University of Wisconsin -Whitewater Mississippi State University Utah State University New Mexico State University Western Michigan University Niagara University SPECIAL ACKNOWLEDGEMENTS OFFICERS OF THE ACADEMY President Vice President Chapter Development Robin T. Peterson Irene Lange New Mexico State University California State University, Fullerton Executive Vice President and Director Vice President Public Relations Harold W. Berkman Charles W. Gross University of Miami Illinois Institute of Technology Vice President Programs Vice President Publicity Dub Ashton Robert D. Tamilia University of Arkansas University of Windsor Vice President Membership/U.S.A. Corresponding Secretary Douglas K. Hawes Robert H. Luke, Jr. University of Wyoming College of Virgin Islands Vice President Membership/Canada Recording Secretary Peter M. Banting Howard S. Gitlow McMaster University University of Miami Vice President Membership/! nternational Board of Governors Venkatakrishna V. Bellur A. Coskun Samli, Chairperson Niagara University Beverlee Anderson Emma Auer Vice President Publication Carl E. Ferguson, Jr. Jane K. Fenyo Edwin S. Hackelman C. W. Post Center Mary Carolyn Harrison V. H. Kirpalani Vice President Finances J. Irwin Peters Saeed Samiee Bert Rosenbloom Kent State University James R. Wills, Jr. Recipient of Academy's Marketer of the Year Award Mr. Harry Wald President and Chief Operating Officer, Caesars Palace Las Vegas, Nevada v 1982 CONFERENCE COMMITTEE Venkatakrishna V. Bellur, Program Chairman Irene Lange, Conference Coordinator Dub Ashton, Vice President for Programs Robin T. Peterson, Conference Coordinator Harold W. Berkman, Conference Coordinator J. Kent Pinney, Chairman, Local Arrangements Jane K. Fenyo, Conference Coordinator TRACK CHAIRPERSONS Channel of Distribution ............................... Dr. John T. Mentzer. VPI & State University Comparative Marketing ............................ Dr. Erdener Kaynak, Mount Saint Vincent Univ. Consumer Behavior ........................................ Dr. Glen Riecken, Ball State University Doctoral Dissertation ................................ Dr. Jay D. Lindquist, Western Michigan Univ. Health Services Marketing ........................ Dr. Roger Jenkins, Univ. of Tennessee, Knoxville Industrial Marketing ........................... Dr. Alvin J. Williams, Univ. of Southern Mississippi International Marketing .................. Dr. Heiko de B. Wijnholds, Virginia Commonwealth Univ. Marketing Education ................................... Dr. John H. Lindgren, Jr., Univ. of Virginia Marketing Management ...................................... Dr. Julian W. Vincze, Rollins College Marketing & Non-Profit Organization .................... Dr. Douglas K. Hawes, Univ. of Wyoming Marketing Research ...................................... Dr. Saeed Samiee, Kent State University Marketing and Society ............................................. Dr. Philip Baron, lona College Physical Distribution/Logistics ....................... Dr. John C. Rogers Ill, Utah State University Promotions ....................................... Dr. Myron Leonard, Western Carolina University Public Policy ..................................... Dr. Edward J. Ryan, Jr., Univ. of North Carolina Quantitative Marketing ......................................... Dr. Stan Reid, Syracuse University Small Business Management/Marketing .............. Dr. Douglas J. Lincoln, Boise State University Student Papers ........................................ Dr. Thomas R. Baird, Ball State University Workshops/Symposia .......................................... Dr. V. V. Bellur, Niagara University REVIEWERS Dr. John Anderson Dr. Maurice Clabaugh Southwestern Adventist College Ball State University Dr. Danny R. Arnold Dr. Stephen W. Clopton Mississippi State University Virginia Polytechnic Institute and St. Univ. Dr. Harold Babb Dr. Lawrence F. Cunningham University of Richmond New School for Social Research Dr. Tom Badgett Dr. Lee Dahringer Texas Christian University Emory University Dr. John L. Beisel Dr. Michael F. d'Amico Pittsburg State University University of Akron Dr. Martin L. Bell Dr. William Dempsey Rollins College Temple University Dr. Joseph Bellizzi Dr. B. J. Dunlap Colorado State University Appalachian State University Dr. Venkatakrishna Bellur Dr. George M. Dupuy Niagara University Lynchburg College Dr. Charles L. Broome Dr. Robert Dyer East Carolina University George Washington University Dr. Joseph Caligur Pr. Margaret Ellison University of Missouri-Kansas City Mount Saint Vincent University Dr. Richard Carr Dr. Robert Ellison University of Arkansas-Little Rock Dalhousie University Dr. S. Tamer Cavusgil Dr. Wallace Feldman University of Wisconsin -Whitewater Suffolk University vi Dr. Jack Forrest Dr. David Lewis Belmont College University of Tennessee -Chattanooga Dr. James R. Frew Dr. James Lumpkin University North Carolina-Greensboro North Texas State University Dr. Donald A. Fuller Dr. Bill Lundstrom University of Central Florida Old Dominion University Dr. C. Kendrick Gibson Dr. R. Neil Maddox Indiana State University Dalhousie University Dr. George Glisan Dr. C. A. Maile Illinois State University Northern lllinios University Dr. Scott Greene Dr. Naresh K. Malhotra California State University George Institute of Technology Dr. Joe Gruenwald Dr. Steve McDaniel Clarion State College Texas A & M University Dr. Metin Gurol Dr. Martha R. McEnally University of Baltimore University North Carolina-Greensboro Dr. William A. Hailey Dr. Lee Meadow University of North Carolina-Greensboro Illinois State University Dr. Lynn Harris Dr. Robert J. Miller Shippensburg State College Northern Michigan University Dr. Jon Hawes Dr. Bernard A. Morin University of Akron University of Virginia Dr. Robert Hoel Dr Gene Murdock Colorado State University University of Wyoming Dr. Erdener Kaynak Prof. George J. Neimanis Mount Saint Vincent University Niagara University Dr. William J. Kehoe Dr. Wesley E. Patton University of Virginia Appalachian State University Dr. Algin B. King Dr. Nancy C. Peat Christopher Newport College University of Cincinnati Dr. Nathan Kling Prof. Bohdan Pikas Saint Mary's University Niagara University Dr. Leonard J. Konopa Dr. Milton Pressley Kent State University University of Mississippi Dr. Vinay Kothari Dr. Thomas K. Pritchett Stephen F. Austin State University Georgia College Dr. Robert Krampf Dr. Ralph A. Reith Kent State University University of Lowell Dr. Robert E. Krapfel Dr. Robert A. Robicheaux General Motors Institute University of Alabama Dr. Richard Lancioni Dr. Ken Roering Temple University of Minnesota Dr. C. John Langley Dr. Dave Rosenthal University of Tennessee Miami University Dr. Mary Ann Lederhaus Dr. Benjamin Sackmary University of North Florida University of Hartford Dr. Wan Soo Lee Dr. William F. Schoell University of Wisconsin-Parkside University of Southern Mississippi vii Dr. William S. Sekely Dr. Peter Tat University of Dayton Memphis State University Dr. Terry Shimp Dr. Ken Traynor University of South Carolina Clarion State College Dr. Jeffery A. Sims Dr. William L. Tullar Miami University of Ohio University of North Carolina-Greensboro Dr. Gerald Skelly Dr. Julian W. Vincze University of Mississippi Rollins College Dr. Dick Skinner Dr. James Wilcox Kent State University Texas Tech Dr. Ron Sparling Dr. Kaylene C. Williams Ball State University University of Delaware Dr. Keith T. Stephens Dr. Terry C. Wilson Western Carolina University West Virginia University Dr. Lois Stevenson Dr. Leon Winer Acadia University Pace University Dr. Jack Swasy Dr. Attila Yaprak Penn State University Wayne State University SESSION CHAIRPERSONS l Dr. Noyan Arson Dr. Joseph P. Grunenwald West Georgia College Clarion State College Prof. Judith Austin Dr. Metin N. Gural Niagara University University of Baltimore Dr. Harold Babb Dr. Alfred Hagen University of Richmond American Graduate School of lnt'l Management Dr. John Barbera Dr. Doug Hawes C. W. Post Center of L.I.U. University of Wyoming Dr. John L. Beisel Dr. Jon M. Hawes Pittsburg State University University of Akron Dr. Martin L. Bell Dr. Robert Hoel Rollins College Colorado State University Dr. Joseph Bellizzi Dr. Halsey Jones Colorado State University Texas Christian University Dr. S. Tamer Cavusgil Dr. Madhav Kacker University of Wisconsin-Whitewater Hofstra University Dr. Stephen W. Clopton Dr. J. E. Kangas Virginia Polytechnic Institute and St. Univ. University of Wisconsin-Eau Claire Dr. Norman Cox Dr. William J. Kehoe Stephen F. Austin State University University of Virginia Dr. Wallace Feldman Dr. Robert L. King Suffolk University Virginia Polytechnic Institute and State Univ. Dr. Barbara Frew Dr. V. H. Kirpilani University of North Carolina-Greensboro Concordia University Dr. Donald A. Fuller Dr. Vinay Kothari University of Central Florida Stephen F. Austin State University Dr. Walter Gross Dr. Emmett Lane University of Georgia Seattle Times viii Dr. Mary Ann Lederhaus Dr. Madhav Segal University of North Florida Southern Illinois University-Edwardsville Dr. Myrod J. Leonard Dr. Richard W. Skinner Western Carolina University Kent State University Dr. Dale Lewison Dr. Lynnette Solomon University of Akron Stephen F. Austin State University Dr. James A. Lowry Dr. Peter Tat Ball State University Memphis State University Dr. Naresh Maholtra Dr. Kenneth Traynor Georgia Institute of Technology Clarion State College Dr. C. A. Maile Dr. Julian W. Vincze Northern Illinois University Rollins College Dr. Edward Mazze Dr. Ganesan Viswabharathy Temple University University of Minnesota Dr. Kirby L. McGowan Dr. John A. Walton Concordia University University of Minnesota Dr. Robert Miller Dr. John G. Watson Northern Michigan University Saint Bonaventure University Dr. Jay Nathan Dr. Alvin Williams University of Wisconsin-Parkside University of Southern Mississippi Dr. Nancy Peat Dr. Terry C. Wilson University of Cincinnati West Virginia University Dr. J. Irwin Peters Dr. Ugur Yavas DePaul University University of Petroleum & Mineral Dr. Jack Raber Stephen F. Austin State University DISCUSSANTS Dr. Bruce H. Allen Dr. S. Tamer Cavusgil DePaul University University of Wisconsin-Whitewater Dr. Guvan Alpay Dr. Emmanuel Cheron Bosphorus University-Turkey University of Quebec-Rimouski Dr. Noyan Arsan Dr. Stephen W. Clopton West Georgia College Virginia Polytechnic Institute and St. University Dr. Jack Atkinson Dr. Norman Cox College of Alameda Stephen F. Austin State University Dr. Harold Babb Dr. Lawrence Cunningham University of Richmond New School For Social Research Dr. Kenneth D. Bahn Dr. Jeffrey E. Danes University of Utah Virginia Polytechnic Institute And St. Univ. Dr. Thomas A. Baird Dr. Max L. Densmore Ball State University Grand Valley Saint Colleges Dr. Peter M. Banting Dr. David W. Finn McMaster University Texas Christian University Dr. Tansu Barker Dr. James A. Frew University of Canterbury University of North Carolina-Greensboro Dr. David L. Blenkhorn Dr. Joseph P. Grunewald Wilfrid Laurier University Clarion State College Dr. John M. Browning Dr. Alfred Hagen University of North Florida American Graduate School of lnt'l Management Dr. A. D. Cao Dr. Gerald M. Hampton The American University Seattle University ix
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