Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference

562 Pages·2015·224.39 MB·English

by  Jon M. Hawes

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Jon M. Hawes
George B. Glisan Editors
Proceedings of the 1987
Academy of Marketing
Science (AMS) Annual
Conference
Proceedings of the 1987 Academy of Marketing Science
(AMS) Annual Conference
Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information a(cid:98)out this series at http:(cid:47)(cid:47)www.springer.com(cid:47)series(cid:47)1(cid:51)(cid:52)(cid:48)9
Jon M. Hawes Editor
George B. Glisan
Proceedings of the 1987 Academy
of Marketing Science (AMS)
Annual Conference
Bal Har(cid:98)our(cid:44) (cid:70)lorida
May (cid:50)7(cid:45)(cid:51)(cid:48)(cid:44) 1987
Editor
Jon M. Hawes
(cid:85)niversity of Akron
Akron(cid:44) (cid:79)H(cid:44) (cid:85)SA
Co(cid:45)Editor
George B. Glisan
(cid:73)llinois State (cid:85)niversity
(cid:78)ormal(cid:44) (cid:73)(cid:76)(cid:44) (cid:85)SA
(cid:82)eprintfrom(cid:79)riginaledition
Developments in Marketing Science(cid:44) (cid:86)olume (cid:88) edited (cid:98)y Jon M. Hawes and George B. Glisan
Copyright (cid:169) Academy of Marketing Science 1987
All rights reserved.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
(cid:73)SB(cid:78) 978(cid:45)(cid:51)(cid:45)(cid:51)19(cid:45)17(cid:48)(cid:53)1(cid:45)(cid:48) (cid:73)SB(cid:78) 978(cid:45)(cid:51)(cid:45)(cid:51)19(cid:45)1 7(cid:48)(cid:53)(cid:50)(cid:45) 7 (eBook)
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C(cid:79)(cid:45)SP(cid:79)(cid:78)S(cid:79)(cid:82)(cid:73)(cid:78)G (cid:79)(cid:82)GA(cid:78)(cid:73)(cid:90)A(cid:84)(cid:73)(cid:79)(cid:78)S
(cid:85)niversity of Akron
(cid:85)niversity of Arkansas
Georgia (cid:73)nstitute of (cid:84)echnology
(cid:73)llinois State (cid:85)niversity
(cid:85)niversity of Miami
SPEC(cid:73)A(cid:76) AC(cid:75)(cid:78)(cid:79)(cid:87)(cid:76)EDGEME(cid:78)(cid:84)S
(cid:79)(cid:70)(cid:70)(cid:73)CE(cid:82)S (cid:79)(cid:70) (cid:84)HE ACADEM(cid:89)
President (cid:86)ice President for Pu(cid:98)licity (cid:38) Pu(cid:98)lic (cid:82)elations
(cid:82)oger Jenkins Paul (cid:84)histlewaite
(cid:85)niversity of (cid:84)ennessee (cid:87)estern (cid:73)llinois (cid:85)niversity
E(cid:120)ecutive (cid:86)ice President(cid:33) Director (cid:86)ice President for (cid:70)inance (cid:38) (cid:84)reasurer
Harold (cid:87). Berkman (cid:82)o(cid:98)ert (cid:76). (cid:75)ing
(cid:85)niversity of Miami (cid:84)he Citadel
(cid:86)ice President for Programs Secretary
John (cid:84). Ment(cid:122)er (cid:76). (cid:76)ynn Judd
(cid:86)irginia Polytechnic (cid:76)ouisiana State (cid:85)niversity in Shreveport
(cid:73)nstitute and State (cid:85)niversity
Chairman(cid:44) Board of Governors
(cid:86)ice President for Pu(cid:98)lications Jay D. (cid:76)ind(cid:113)uist
(cid:87)illiam (cid:76)undstrom (cid:87)estern Michigan (cid:85)niversity
(cid:79)ld Dominion (cid:85)niversity
Board of Governors
(cid:86)ice President for Mem(cid:98)ership(cid:47)(cid:85)SA Constance S. Bates
(cid:82)oy D. Adler (cid:86). (cid:86). (cid:34)(cid:75)ris(cid:34) Bellur
Pepperdine (cid:85)niversity Michael (cid:82). C(cid:122)inkota
(cid:75)ent (cid:76). Gran(cid:122)in
(cid:86)ice President for Mem(cid:98)ership(cid:47)Canada Jon M. Hawes
Peter Banting Stanley C. Hollander
McMaster (cid:85)niversity David (cid:75)urt(cid:122)
Bert (cid:82)osen(cid:98)loom
(cid:86)ice President for Mem(cid:98)ership (cid:47)(cid:73)nternational Stanley J. Shapiro
Mai Antilla Mary Ann Stutts
Helsinki School of Economics Julian (cid:86)inc(cid:122)e
and Business Administration
(cid:73)mmediate Past President
(cid:86)ice President for Academic Affairs Douglas (cid:75). Hawes
Su(cid:98)hash C. Jain (cid:85)niversity of (cid:87)yoming
(cid:85)niversity of Connecticut
(cid:86)ice President for Development
(cid:82)e(cid:98)ecca (cid:89)ates
(cid:85)niversity of Dayton
v
1987
Conference Program Committee
John (cid:84). Ment(cid:122)er (cid:86)ice President(cid:44) Programs
(cid:86)irginia Polytechnic (cid:73)nstitute
and State (cid:85)niversity
(cid:78)aresh (cid:75). Malhotra Program Chair
Georgia (cid:73)nstitute of (cid:84)echnology
C.P.(cid:82)ao Program Co(cid:45)Chair
(cid:85)niversity of Arkansas
(cid:84)rack Chairs
M. (cid:86)enkatesan Consumer Behavior
(cid:87)right State (cid:85)niversity
S. (cid:84)amur Cavusgil (cid:73)nternational Marketing
Bradley (cid:85)niversity
and
Erdener (cid:75)aynak
Pennsylvania State (cid:85)niversity(cid:44)
Harris(cid:98)urg
Beheu(cid:122) (cid:78). Sethna Marketing Education
Clarkson (cid:85)niversity
and
John A. Howard
Colum(cid:98)ia (cid:85)niversity
J. Barry Mason Marketing Management
(cid:85)niversity of Ala(cid:98)ama
(cid:82)alph (cid:76). Day Sales (cid:70)orce Management(cid:173)
(cid:73)ndiana (cid:85)niversity (cid:73)ndustrial Marketing
B. J. Dunlap Marketing of Services
Appalachian State (cid:85)niversity
(cid:87)illiam (cid:82). Darden (cid:82)esearch Methodology
(cid:85)niversity of Arkansas
(cid:79)ther Committee Mem(cid:98)ers
Su(cid:98)hash Jain Chair(cid:44) Doctoral Dissertation
(cid:85)niversity of Connecticut Competition
Essam Mahmoud Co(cid:45)Chairs(cid:44) Jane (cid:75). (cid:70)enyo
and Student Paper Competition
Gillian (cid:82)ice
(cid:85)niversity of Michigan(cid:45)(cid:70)lint
Harold (cid:75). Berkman Chair(cid:44) (cid:76)ocal Arrangements
(cid:85)niversity of Miami
(cid:82)o(cid:98)ert H. (cid:76)uke Director of Placement
Southwest Missouri State (cid:85)niversity
Jon M. Hawes Proceedings Editor
(cid:85)niversity of Akron
George B. Glisan Proceedings Co(cid:45)Editor
(cid:73)llinois State (cid:85)niversity
vi
A(cid:87)A(cid:82)DS P(cid:82)ESE(cid:78)(cid:84)ED A(cid:84) 1987 AMS C(cid:79)(cid:78)(cid:70)E(cid:82)E(cid:78)CE
D(cid:73)S(cid:84)(cid:73)(cid:78)G(cid:85)(cid:73)SHED MA(cid:82)(cid:75)E(cid:84)(cid:73)(cid:78)G P(cid:82)AC(cid:84)(cid:73)(cid:84)(cid:73)(cid:79)(cid:78)E(cid:82)
(cid:86)irginia Dodge (cid:70)ielder
(cid:75)night(cid:45)(cid:82)idder(cid:44) (cid:73)nc.
(cid:79)(cid:85)(cid:84)S(cid:84)A(cid:78)D(cid:73)(cid:78)G MA(cid:82)(cid:75)E(cid:84)(cid:73)(cid:78)G ED(cid:85)CA(cid:84)(cid:79)(cid:82)
(cid:84)o Be Announced at the Conference
(cid:87)(cid:73)(cid:78)(cid:78)E(cid:82) (cid:79)(cid:70) D(cid:79)C(cid:84)(cid:79)(cid:82)A(cid:76) D(cid:73)SSE(cid:82)(cid:84)A(cid:84)(cid:73)(cid:79)(cid:78) C(cid:79)MPE(cid:84)(cid:73)(cid:84)(cid:73)(cid:79)(cid:78)
(cid:84)o Be Announced at the Conference
(cid:87)(cid:73)(cid:78)(cid:78)E(cid:82) (cid:79)(cid:70) D(cid:82). JA(cid:78)E(cid:75). (cid:70)E(cid:78)(cid:89)(cid:79) S(cid:84)(cid:85)DE(cid:78)(cid:84) PAPE(cid:82) C(cid:79)MPE(cid:84)(cid:73)(cid:84)(cid:73)(cid:79)(cid:78)
(cid:34)Self(cid:45)enhancement: A (cid:78)eglected Dimension of Self Concept(cid:34)
Anusorn Singhapakdi
(cid:85)niversity of Mississippi
A(cid:87)A(cid:82)D (cid:87)(cid:73)(cid:78)(cid:78)(cid:73)(cid:78)G C(cid:79)MPE(cid:84)(cid:73)(cid:84)(cid:73)(cid:86)E PAPE(cid:82)S
(cid:34)An E(cid:120)ploratory (cid:73)nvestigation into (cid:86)arying Patterns of Affect(cid:34)
(cid:82)ichard (cid:75). Brock and Craig A. (cid:75)elley
California State (cid:85)niversity(cid:44) Sacramento
(cid:34)Standardi(cid:122)ing Marketing Strategies (cid:73)nternationally:
A Model of the (cid:73)ssues and a (cid:76)ook at the (cid:70)uture(cid:34)
(cid:76)ynn McGee
(cid:73)ndiana (cid:85)niversity
(cid:34)(cid:84)he (cid:86)alue(cid:45)Added Contri(cid:98)ution of a Core Marketing Course(cid:173)
A Preliminary Assessment(cid:34)
(cid:84)imothy (cid:76). (cid:87)ilson
(cid:89)oungstown State (cid:85)niversity
(cid:34)Perceived (cid:82)isk in Buying Apparel from
Selected (cid:82)etail Patronage Modes(cid:34)
James (cid:82). (cid:76)umpkin and Mark G. Dunn
Baylor (cid:85)niversity
(cid:34)(cid:84)he (cid:82)elationship Between Growth Strategy and Marketing Performance
in (cid:84)echnology (cid:73)ntense Manufacturing Companies(cid:34)
David A. Borg and Ali Dastmalchain
(cid:85)niversity of Saskatchewan
(cid:34)Positioning in the (cid:70)inancial Services (cid:73)ndustry:
A (cid:76)ook at the Decomposition of (cid:73)mage(cid:34)
James M. Sinkula
(cid:85)niversity of (cid:86)ermont
(cid:76)eanna (cid:76)awtor
Pepsico (cid:82)esearch (cid:38) (cid:84)echnical Services
(cid:34)Measurement of (cid:84)races of (cid:82)egional Culture:
A Cross(cid:45)Generation Approach(cid:34)
(cid:87)illiam (cid:82). Darden(cid:44) Jim DeConnick(cid:44) and J. (cid:75)athleen Mertensmeyer
(cid:85)niversity of Arkansas
vii
(cid:70)(cid:79)(cid:82)E(cid:87)(cid:79)(cid:82)D
(cid:73)t has (cid:98)een a distinct honor to serve the Academy of Marketing Science in 198(cid:54) as Co(cid:45)Editor and in 1987
as Editor of Developments in Marketing Science. (cid:73) have learned much from this e(cid:120)perience and have
thoroughly en(cid:106)oyed working with the very professional people from around the world who are involved with
the Academy of Marketing Science(cid:44) especially (cid:78)aresh Malhotra(cid:44) (cid:82)oger Jenkins(cid:44) and the many other
e(cid:120)ceptional people who make good things happen in this outstanding organi(cid:122)ation.
(cid:84)his year(cid:39)s conference should (cid:98)e one of the (cid:98)est ever. Many special sessions(cid:44) workshops(cid:44) and plenary
sessions have (cid:98)een planned. (cid:70)urthermore(cid:44) appro(cid:120)imately 1(cid:48)(cid:48) competitive papers will (cid:98)e presented. (cid:84)hese
papers were selected through a rigorous (cid:98)lind review process. (cid:79)nly (cid:53)(cid:52) percent of the su(cid:98)mitted papers
were accepted for presentation at the competitive sessions and inclusion in these Proceedings. (cid:84)he papers
presented at the (cid:82)esearch (cid:73)n Progress sessions were (cid:106)udged worthy of condensed a(cid:98)stracts in these
Proceedings. (cid:84)hese presentations should (cid:98)e of high interest to all as the papers are further refined through
feed(cid:98)ack received at the conference.
(cid:84)he preparation of the 1987 Proceedings has (cid:98)een my responsi(cid:98)ility(cid:44) (cid:98)ut there are many other people
who actively assisted in this pro(cid:106)ect. (cid:70)irst(cid:44) of course(cid:44) is George Glisan of (cid:73)llinois State (cid:85)niversity(cid:44) the Co(cid:173)
Editor of this volume. George performed his duties with great efficiency and professionalism.
A great deal of help was also provided (cid:98)y Pat Johnson(cid:44) the world(cid:39)s greatest secretary who works in the
Department of Marketing at the (cid:85)niversity of Akron. Bar(cid:98) Dughi(cid:44) my Dean(cid:39)s Secretary(cid:44) is also one of the
world(cid:39)s greatest secretaries and she was a ma(cid:106)or contri(cid:98)utor to the success of this pro(cid:106)ect(cid:44) too.
(cid:84)he administration of the (cid:85)niversity of Akron should also (cid:98)e acknowledged for their important
contri(cid:98)utions. Dr. Dale (cid:76)ewison(cid:44) Head of the Marketing Department(cid:44) and Dr. James Dunlap(cid:44) Dean of the
College of Business Administration(cid:44) were e(cid:120)tremely generous in their moral and financial support for this
pro(cid:106)ect. (cid:73) really appreciate their (cid:34)(cid:76)et(cid:39)s do it(cid:33) How can we help(cid:63)(cid:34) attitude and concern for the success of
these Proceedings.
(cid:73)n preparing this pu(cid:98)lication(cid:44) (cid:73) have tried to minimi(cid:122)e errors within the short time frame allowed for the
pro(cid:106)ect. My sincere apologies are e(cid:120)tended for any mistakes that may still e(cid:120)ist.
May (cid:50)7(cid:44) 1987 Jon M. Hawes
Akron(cid:44) (cid:79)hio (cid:85)niversity of Akron
viii
P(cid:82)E(cid:70)ACE
(cid:84)he (cid:82)evised Articles of Association of the Academy(cid:44) approved (cid:98)y the Board of Governors in the Spring
of 198(cid:52) and (cid:98)y the general mem(cid:98)ership in the (cid:70)all of that year(cid:44) defines the mission of the Academy as follows:
1. Provide leadership in e(cid:120)ploring the normative (cid:98)oundaries of marketing(cid:44) while simultaneously seeking
new ways of (cid:98)ringing theory and practice into practica(cid:98)le con(cid:106)unction.
(cid:50). (cid:70)urther the science of marketing throughout the world (cid:98)y promoting the conduct of research and the
dissemination of research results.
(cid:51). Provide a forum for the study and improvement of marketing as an economic(cid:44) ethical(cid:44) and social and
political force and process.
(cid:52). (cid:70)urnish(cid:44) as appropriate and availa(cid:98)le(cid:44) material and other resources for the solution of marketing
pro(cid:98)lems which confront particular firms and industries(cid:44) on the one hand(cid:44) and society at large on the
other.
(cid:53). Provide pu(cid:98)lishing media and facilities for (cid:70)ellows of the Academy and reviewer assistance on (cid:70)ellows(cid:39)
scholarly articles.
(cid:54). Sponsor one or more annual conferences to ena(cid:98)le the (cid:70)ellows of the Academy to present research
results(cid:59) to learn (cid:98)y listening to other presentations and through interaction with other (cid:70)ellows and guests(cid:59)
to avail themselves of the placement process(cid:59) to conduct discussions with (cid:98)ook editors(cid:59) and to e(cid:120)change
other relevant information.
7. Assist (cid:70)ellows in the (cid:98)etter utili(cid:122)ation of their professional marketing talents through redirection(cid:44)
reassignment and relocation.
8. Provide educator (cid:70)ellows with insights and such resources as may (cid:98)e availa(cid:98)le to aid them in the
development of improved teaching methods(cid:44) materials(cid:44) devices(cid:44) and directions.
9. Seek means for esta(cid:98)lishing student scholarships and professional university chairs in the field of
marketing.
1(cid:48). (cid:79)ffer (cid:70)ellow of the Academy status to (cid:98)usiness and institutional e(cid:120)ecutives and organi(cid:122)ations.
11. Modify the Academy(cid:39)s purpose and direction as the influence of time and appropriate constructive forces
may dictate.
(cid:84)he Academy was founded in 1971(cid:44) held its first Annual Conference in 1977 (in Akron(cid:44) (cid:79)hio)(cid:44) and has grown
and prospered ever since. (cid:84)he relevancy of the Academy(cid:39)s mission and activities to our chosen target market
of the marketing professoriate has (cid:98)een a key factor in attracting the discipline(cid:39)s (cid:98)est and (cid:98)rightest from
all over the world.
i(cid:120)