Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference

556 Pages·2015·88.83 MB·English

by  Kenneth D. Bahn (eds.)

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Editor
Kenneth D. Bahn
Proceedings of the 1988
Academy of Marketing
Science (AMS) Annual
Conference
Proceedings of the 1988 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
Kenneth D. Bahn Editor
Proceedings of the 1988 Academy
of Marketing Science (AMS)
Annual Conference
Montreal, Canada
April 27-May 1, 1988
Editor
Kenneth D. Bahn
Virginia Tech
Blackburg, VA, USA
ReprintfromOriginaledition
Developments in Marketing Science, Volume XI edited by Kenneth D. Bahn
Copyright © Academy of Marketing Science 1988
All rights reserved.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISBN 978-3-319-17045-9 ISBN 978-3-319-17046-6 (eBook)
DOI 10.1007/978-3-319-17046-6

Library of Congress Control Number: 2015937898

Springer Cham Heidelberg New York Dordrecht London
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CO-SPONSORING ORGANIZATIONS
Virginia Tech
University of Alabama
The University of Miami
Concordia University
SPECIAL ACKNOWLEDGEMENTS
OFFICERS OF THE ACADEMY
Pres1dent Vice Pres1dent for Publicity & Public Relat1ons
Roger Jenkins Paul Th1stlewa1te
Umvers1ty of Tennessee Western Illinois University
Execut1ve Vice President I Director V1ce Pres1dent for Finance & Treasurer
Harold W Berkman Robert L King
Un1vcrs1ty ol Miami The C1tadel
V1ce President for Programs Secretary
John T Ment.::er L Lynn Judd
Virgm1a Potytechmc Louisiana State Univers1ty in Shreveport
lnst1tute and State Un1vers1ty
Cha1rman. Board of Governors
V1ce Pres1c1ent for Publications Jay D. Lmdqu1st
W1lharn Lundstrom Western Michigan Un1vers1ty
Old Dom1n1on Umvers1ty
Board of Governors
Vice Pres1dent for Membership I USA Constance S. Bates
Roy D Adler V V ··Kns" Beller
Pepperd1ne U~1versity Michael R. Cz1nkota
Kent L Granztn
Vtce President for Membership/Canada Jon M. Hawes
Peter Banting Stanley C. Hollander
McMaster Un1vers1ty David Kurtz
Bert Rosenbloom
V;ce President for Membership/International Stanley J. Shap~ro
Ma1 Anftlia Mary Ann Stutts
Helsmk1 School of Economtcs Julian Vmcze
and Business Admm1stration
Immediate Past President
VJCe Pres•dent for Academtc Affa1rs Douglas K Hawes
Subhash C. Jam Univers1ty of Wyoming
Un1vers11y of Connecticut
V1ce President for Development
Rebecca Yates
Untverstty of Dayton
The Academy of Marketing Science Honors
as its Distinguished Marketer for 1988
Mr. Pierre Lortie
Chairman, C.E.O., President, Provigo, Inc.
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1938
CONFERENCE J>ROGRAM COMMITTEE
John T. Mentzer Vice President, Programs
Virginia Tech
J. Barry Mason Program Chair
University of Alabama
Robert Robicheaux Program Co-Chair
University of Alabama
TRACK CHAIRS
Danny Bellenger Channels and Physical
Texas Tech University Distribution
Ron Bush Marketing of Services
llniversity of West Florida
Lyndon Dawson Marketing Education/
Louisiana Tech University Macromarketing
Ron Goldsmith Consumer Behavior
Florida State University
Bob King International Marketing
The Citadel
Ron King Sales Management/
Appalachian State University Industrial Marketing
Stan Madden/Mark Dunn Marketing Manageme/ll
Baylor University
Christie Paksoy Research Methodology
University of North Carolina,
Charlotte
OTHER COMMI'HEE MEMBERS
Judy Wilkinson Chair, Doctoral Dissertation
University of Akron Competition
John Wong Chair. JaneK. Fenyo
Iowa State University Student Paper Competition
V. H. (Manek) Kirpalani Chair, Local Arrangements
Concordia University
Robert H. Luke Director of Placement
Southwest Missouri State
Kenneth D. Bahn Proceedings Editor
Virginia Tech
vi
FOREWARD
It has been an honor to edit Developments In Marketing Science, VOLUME XI,
the proceedings of the 1988 Annual Conference of the Academy of Marketing Science
held in Montreal, Canada. I have learned a great deal from this experience and have
thoroughly enjoyed working with the many professional people from around the world
who are connected with the Academy of Marketing Science, especially Roger
Jenkins, Tom Mentzer and J. Barry Mason, and the many exceptional people who
make good things happen in this outstanding organization.
This volume contains 125 papers on contemporary marketing topics authored
or co-authored by 215 individuals. The variety and quality of papers included in the
1988 PROCEEDINGS makes it an outstanding edition to the Series ofDevelopments In
Marketing Science. Of the 125 papers, 96 papers were accepted for competitive
sessions, and 29 papers for research in progress. About 50% of the papers submit
ted were judged worthy of publication in this proceedings reflecting a significant rigor
in the evaluation process.
Publishing the PROCEEDINGS depended directly or indirectly on the help of
many individuals: the program chairman and co-chairman, the track chairmen, the
reviewers, the authors, the typists, and others faced with serious time and resource
constraints and numerous guidelines .
Special thanks goes to the many helpful people at Virginia Tech. Department
Head, James Littlefield provided encouragement and a lot of very necessary admin
istrative support. Clare Smith, my graduate assistant, spent many hours in helping
to proof manuscriptsand make adjustments as necessary.
In addition, the Academy of Marketing Science would like to express appreci
ation to the McGill University for their support in honoring outstanding conference
papers.
In preparing this publication, I have exercised a great deal of care to minimize
errors and omissions. My sincere apologies are extended for any mistakes which
may still remain.
April 27, 1988 Kenneth D. Bahn, Ph.D.
Blacksburg, VA Virginia Tech
vii
PREFACE
file Revised Articles of Association of the Academy, approved by the Board of Governors in the Spring
of 1984 and by the general membership in the Fall of that year. defines the mission of the Academy as follows:
Provide leadership in exploring the normative boundaries of marketing, while simultaneously seeking
new ways of bringing theory and practice into practicable conjunction.
2 Further the science of marketing throughout the world by promoting the conduct of research and the
dissemination of research results.
3. Provide a forum for the study and improvement of marketing as an economic, ethical, and social and
political force and process.
4 Furnish. as appropriate and available, material and other resources for the solution of marketing
problems which confront particular firms and industries. on the one hand, and society at large on the
other.
5. Provide publishing media and facilities for Fellows of the Academy and reviewer assistance on Fellows'
scholarly articles.
6. Sponsor one or more annual conferences to enable the Fellows of the Academy to present research
results; to learn by listening to other presentations and through interaction with other Fellows and guests;
to avail themselves of the placement process; to conduct discussions with book editors; and to exchange
other relevant information.
7. Assist Fellows in the better utilization of their professional marketing talents through redirection,
reassignment and relocation.
8. Provide educator Fellows with insights and such resources as may be available to aid them in the
development of improved teaching methods. materials, devices. and directions.
9. Seek means for establishing student scholarships and professional university chairs in the field of
marketing.
10. Otter Fellow of the Academy status to business and institutional executives and organizations.
11. Modify the Academy's purpose and direction as the influence of time and appropriate constructive forces
may dictate.
The Academy was founded in 1971, held its first Annual Conference in 1977 (in Akron, Ohio). and has grown
and prospered ever since. The relevancy of the Academy's mission and activities to our chosen target market
of the marketing professoriate has been a key factor in attracting the discipline's best and brightest from
all over the world.
viii
REVIEWERS
Adler, Roy Pepperdine University Ford, John B. Old Dominion Univ.
Alba, Joseph W. University of Florida Foxall, Gordon Strathclyde Business
Alford, Charles L. Furman University School
Allmon, Dean Univ. of West Florida Fraedrich, John Southern Illinois Univ.
Altimus, Cyrus A. University of North Franke, George R. Virginia Polytechnic
Carolina - Ashville Institute & State Univ.
Amine, Lyn S. Saint Louis University Gandhi, Nimish Virginia Polytechnic
Anderson, Beverlee Wright State Univ. Institute
Arnold, Danny R. Mississippi State Univ. Garner, S.J. Eastern Kentucky Univ.
Aston, Dub University of Arkansas Gazda, Gregory M. Univ. of San Diego
Balsmeier, Phillip Louisiana Tech Univ. George, William R. Villanova University
Barlar, A. Dianne University of West Gilkison, Paul Washburn University
Florida of Topeka
Beatty, Sharon University of Alabama Golden, Linda L. University of Texas
Bellizzi, Joseph A. Kansas State Univ. Goldstuker, Jac L. Georgia State Univ.
Berl, Robert L. Memphis State Univ. Grashof, John F. Kennesaw College
Berman, Barry Hofstra University Greer, Thomas V. University of Maryland
Bhasin, Ajay University of Texas Griffin, Tom F. Southeastern Louisiana
at Arlington University
Bolen, William H. Georgia So. College Gwinner, Robert Arizona State Univ.
Boone, Louis E. University of South Hafer, John Wright State University
Alabama Hair, Joe F. Louisiana State Univ.
Bowers, Michael R. University of Alabama Hassan, Salah S. Skidmore College
Boze, Betsy V. Centenary College of Hawes, Jon University of Akron
Louisiana Hennessey, Hubert D. Babson College
Bradley, Don B. University of Central Hill, C. Jeanne University of Houston,
Arkansas Clear Lake
Brady, Donald Millersville University Hite, Robert E. Kansas State Univ.
Brooks, John R., Jr. Houston Bapt. Univ. Hopper, JoAnne S. Southeastern Louisiana
Bruvold, Norman T. Univ. of Cincinnati University
Budden, Mike Southeastern Louisiana Howell, Roy Texas Tech University
University Hunt, James B. Baylor University
Busbin, James W. University of Alabama, Hunt, Kenneth University of Colorado
Huntsville Huston, C. Richard Louisiana Tech Univ.
Bush, Alan J. Univ. of So. Florida Ingram, Tom University of Kentucky
Cadeaux, Jacques Martin University of Alabama James, William L. Hofstra University
at Birmingham Jamieson, Glenda F. Northeastern University
Campbell, David P. University of Alabama Johar, J.S. California State Univ.,
in Huntsville San Bernardino
Carley, Susan Kennesaw College Joseph, W. Benoy Cleveland State Univ.
Cavusgil, Tamer Michigan State Univ. Jurkus, Anthony F. Louisiana Tech Univ.
Choe, Sang T. University of Southern Kahle, Lynn R. University of Oregon
Indiana Kangun, Norm University of Houston-
Chonko, Larry Baylor University Clear Lake
Clabaugh, Maurice Univ. of Montevallo Kaufman, Carol Rutgers University
Cornwell, T. Bettina Memphis State Univ. Kaynak, Erdener Pennsylvania State
Crespy, Chuck Miami University - University-Harrisburg
Oxford, Ohio Kehoe, William J. University of Virginia
Cromartie, Jane Univ. of New Orleans Kendall, Walter University of Northern
Cronin, J. Joseph Jr. Florida State Univ. Colorado
Crosby, Lawrence A. Arizona State Univ. Kindel, Thomas I. The Citadel
Crow, Lowell E. Western Michigan Univ. King, Robert L. The Citadel
D'Amico, Michael F. University of Akron Korgaonkar, Pradeep K. Florida Atlantic Univ.
Daley, James M. John Carroll Univ. Krieger Ruth H. Oklahoma State Univ.
Damanpour, Faramarz James Madison Univ. Kurtz, David L. Seattle University
Darden, William R. University of Arkansas Lange, Irene California State U(cid:110)iv~
Davis, Bobby Florida A & M Univ. Fullerton
Day, Ellen University of Georgia Leigh, James H. Texas A & M University
Delozier, Wayne Nicholls State Univ. Lewis, Robert C. Univ. of Massachusetts
Dimsdale, Parks B. Univ. of West Florida Lewis, William University of Dayton
Dotson, Mike Appalachian State Univ. Lindquist, Jay D. Western Michigan Univ.
Dunlap, B.J. Western Carolina Univ. Lipscombe, Thomas Southeastern Louisiana
Elbeck, Matt St. John Fisher College University
Erffmeyer, Robert C. Western Kentucky Univ. Little, Eldon Drake University
Evans, Charles Florida A & M Univ. Lollar, James University of Georgia
Evans, Joel R. Hofstra University Lonsdale, Ron Loyola University of
Evans, Kenneth R. Arizona State Univ. Chicago
Ferguson, Carl E., Jr. University of Alabama Lucus, George H., Jr. Memphis State Univ.
Fitzgerald-Bone, Paula Univ. of West Virginia Lumpkin, James R. Univ. of 1-tississippi
ix