Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference

491 Pages·2015·111.46 MB·English

by  Elizabeth J. Wilson

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Elizabeth J. Wilson
Editors
William C. Black
Proceedings of the 1994
Academy of Marketing
Science (AMS) Annual
Conference
Proceedings of the 1994 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
Elizabeth J. Wilson and William C. Black
Cindy Capello
Proceedings of the 1994 Academy
of Marketing Science (AMS)
Annual Conference
Nashville, Tennessee
June 1 - 4, 1994
Editors
Elizabeth J. Wilson William C. Black
Department of Marketing Department of Marketing
Louisiana State University College Louisiana State University College
of Business Administration of Business Administration
Baton Rouge, LA, USA Baton Rouge, LA, USA
ReprintfromOriginaledition
Developments in Marketing Science, Volume XVII edited by Elizabeth J. Wilson and William C. Black
Copyright © Academy of Marketing Science 1994
All rights reserved.

ISBN 978-3-319-13161-0 ISBN 978-3-319-13162-7 (eBook)
DOI 10.1007/978-3-319-13162-7
Springer Cham Heidelberg New York Dordrecht London

Library of Congress Control Number: 2014956718

© The Academy of Marketing Science 2015
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ACADEMY OF MARKETING SCIENCE
Officers, 1992-1994
President Vice President for Membership - Canada
James R. Lumpkin Tansu Barker
University of Southwestern Louisiana Brock University
Executive Vice President/Director Vice President for Membership - International
Harold W. Berkman Bodo Schlegelmilch
University of Miami Thunderbird- AGSIM
President Elect Vice President for Academic Affairs
Naresh K. Malholtra C.P. Rao
Georgia Institute of Technology Old Dominion University
Vice President for Programs Vice President for Development
David L. Kurtz William F. Lewis
University of Arkansas University of Dayton
Vice President for Finance & Treasurer Vice President for Publicity & Public Relations
Robert B. Woodruff Roy D. Adler
University of Tennessee Pepperdine University
Vice President for Publications Secretary
Charles W. Lamb, Jr. Kathleen A. Krentler
Texas Christian University San Diego State University
Vice President for Membership - USA Chairman, Board of Governors
Joyce Grahn Joseph F. Hair, Jr.
University of Minnesota Louisiana State University
Board of Governors
Gerald Albaum Michael Levy
University of Oregon University of Miami
Lyn S. Amine Robert Luke
Saint Louis University Southwest Missouri State University
Michael R. Czinkota Stanley J. Shapiro
Georgetown University Simon Fraser University
Douglass Hawes M. Joseph Sirgy
University of Wyoming Virginia Polytechnic
Robert L. King James R. Lumpkin
University of Richmond University of Southwestern Louisiana
Irene Lange Jay Lindquist
California State University Western Michigan University
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1994
Conference Program Chairs
Joseph F. Hair, Jr. William C. Black
Conference Co-Chair Conference Co-Chair
Louisiana State University Louisiana State University
Conference Track Chairs
Consumer Behavior Ellen R. Foxman
Bentley College
Business-to-Business Marketing Michael Morris
University of the Pacific
International Marketing A. Tansu Barker
Brock University
Retailing Ronald D. Hampton
University of Nebraska - Lincoln
Personal Selling and Sales Management Mark Johnston
Rollins College
Research Methodology Roy Howell
Texas Tech University
Services Marketing Pratibha Dabholkar
University of Tennessee
Promotion Management George Zinkhan
University of Houston
Product and Price Management Abhijit Biswas
Louisiana State University
Strategic Planning Donald E. Stem, Jr.
Washington State University
Logistics and Marketing Channels Adel I. EI-Ansary
University of North Florida
European Contributions to Marketing Thought Tevfik Dalgic
Henley Management College - The Netherlands
Marketing Education Lance Masters
California State University - San Bernardino
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Other Committee Members
Proceedings Editors Elizabeth J. Wilson
Louisiana State University
William C. Black
Louisiana State University
Doctoral Dissertation Competition Robert Pitts
Sponsored By Alpha Kappa Psi DePaul University
and
Mary Kay Cosmetics
Jane K. Fenyo Jill Attaway
Student Paper Competition Illinois State University
Placement Service Mitch Griffin
Bradley University
Local Arrangements Troy Festervand
Middle Tennessee State
Acknowledgements
The officers and Fellows of the Academy of Marketing Science express appreciation to the co-sponsoring
universities which provided support for the 1994 Annual Conference and for these Proceedings.
University of Miami
Louisiana State University
vii
Foreword
This 1 7th volume of Developments in Marketing Science contains articles and abstracts of
presentations made at the 1 994 Annual Conference of the Academy of Marketing Science,
held June 1-4, 1994, at the Loews Vanderbilt Plaza Hotel, Nashville, Tennessee.
Thanks are due to many people who helped produce this proceedings. Of course, there would
be no proceedings without the contributors; we thank each author that submitted either a
manuscript or abstract. Authors are to be commended for revising their papers according to
reviewers comments and according to our 5-page limit. This was no easy task for some,
based on phone conversations we had! As well as the authors, we thank the track chairs and
reviewers that participated in judging competitive papers. Members of each group are
identified on subsequent pages of this volume.
We thank Ms. Cindy Capello, word processing specialist in the Marketing Department at
Louisiana State University, for her work in being an instrumental member of our "team." From
the beginning of the process, her knowledge, skill, and insight was a valuable resource. Her
development of the Guidelines to Authors allowed each paper to be prepared by its author for
submission to the proceedings on a disk (no more oversized sheets in this high tech world!),
and allowed Cindy to further format all papers for a uniform appearance throughout Volume
17. Her diligent and thorough work for the better part of two months made this Volume
possible.
Dealing with the large volume of mail associated with organizing an AMS conference was
made easier with the assistance of Mary Jennings of the Marketing Department and her cadre
of student workers. We are grateful for all their help. In addition, we thank the officers and
governing board of the Academy of Marketing Science for making the conference possible.
We appreciate the support of the AMS staff at the University of Miami for their assistance in
producing this volume.
Elizabeth J. Wilson and William C. Black
Co-Editors of Developments in Marketing Science, Volume 17
Department of Marketing
College of Business Administration
Louisiana State University
Baton Rouge, Louisiana 70803
viii
Preface
The Academy of Marketing Science was founded in 1971, held its first Annual Conference in
1977, and has grown and prospered ever since. The relevancy of the Academy's mission and
activities to our chosen target market of the marketing professorate has been a key factor in
attracting the discipline's best and brightest from all over the world.
The 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, define the mission
of the Academy as follows:
1. 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 activities.
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.
1 0. Offer 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.
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