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Review of MMMaaarrrkkkeeetttiiinnnggg RReesseeaarrcchh Review of MMMaaarrrkkkeeetttiiinnnggg RReesseeaarrcchh VOLUME 1 Naresh K. Malhotra Editor M.E.Sharpe Armonk, New York London, England 4 AUTHOR Copyright © 2005 by M.E.Sharpe, Inc. All rights reserved. No part of this book may be reproduced in any form without written permission from the publisher, M.E. Sharpe, Inc., 80 Business Park Drive, Armonk, New York 10504. Library of Congress ISSN: 1548-6435 ISBN 0-7656-1304-2 (hardcover) Printed in the United States of America The paper used in this publication meets the minimum requirements of American National Standard for Information Sciences Permanence of Paper for Printed Library Materials, ANSI Z 39.48-1984. ~ MV (c) 10 9 8 7 6 5 4 3 2 1 CHAPTER TITLE 5 REVIEW OF MARKETING RESEARCH E : N K. M , G I T DITOR ARESH ALHOTRA EORGIA NSTITUTE OF ECHNOLOGY Editorial Board Rick P. Bagozzi, Rice University Ruth Bolton, Arizona State University George Day, University of Pennsylvania Morris B. Holbrook, Columbia University Michael Houston, University of Minnesota Shelby Hunt, Texas Tech University Dawn Iacobucci, Northwestern University Arun K. Jain, University at Buffalo, State University of New York Barbara Kahn, University of Pennsylvania Wagner Kamakura, Duke University Donald Lehmann, Columbia University Robert F. Lusch, University of Arizona Kent B. Monroe, University of Illinois, Urbana A. Parasuraman, University of Miami William Perreault, University of North Carolina Robert A. Peterson, University of Texas Nigel Piercy, University of Warwick Jagmohan S. Raju, University of Pennsylvania Brian Ratchford, University of Maryland Jagdish N. Sheth, Emory University Itamar Simonson, Stanford University David Stewart, University of Southern California Rajan Varadarajan, Texas A&M University Barton Weitz, University of Florida v 6 AUTHOR AD HOC REVIEWERS Dennis B. Arnett, Texas Tech University Julie Baker, University of Texas, Arlington Sharon Beatty, University of Alabama Sundar Bharadwaj, Emory University Michael J. Greenacre, University of Pompeu Fabra, Spain Satish Jayachandran, University of South Carolina Fred W. Morgan, University of Kentucky Nancy Ridgway, University of Richmond John Schouten, University of Portland Barbara Stern, Rutgers University J. Chris White, University of Central Florida vi CHAPTER TITLE 3 CONTENTS Review of Marketing Research Naresh K. Malhotra ix 1. A Reappraisal of the Role of Emotion in Consumer Behavior: Traditional and Contemporary Approaches Allison R. Johnson and David W. Stewart 3 2. The Eye of the Beholder: Beauty as a Concept in Everyday Discourse and the Collective Photographic Essay Morris B. Holbrook 35 3. Consumer Information Acquisition: A Review and an Extension Lan Xia and Kent B. Monroe 101 4. The Resource-Advantage Theory of Competition: A Review Shelby D. Hunt and Robert M. Morgan 153 5. Toward an Integrated Model of Business Performance Sundar G. Bharadwaj and Rajan Varadarajan 207 6. Consumers’ Evaluative Reference Scales and Social Judgment Theory: A Review and Exploratory Study Stephen L. Vargo and Robert F. Lusch 245 7. Correspondence Analysis: Methodological Perspectives, Issues, and Applications Naresh K. Malhotra, Betsy Rush Charles, and Can Uslay 285 About the Editor and Contributors 317 Index 319 vii INTRODUCTION ix REVIEW OF MARKETING RESEARCH Introduction N K. M ARESH ALHOTRA Overview Review of Marketing Research is a new annual publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. Articles in this publication will review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss the future developments in addition to containing specific empirical studies. Publication Mission The purpose of this series is to provide current, comprehensive, state-of-the-art articles in review of marketing research. A wide range of paradigmatic or theoretical substantive agenda are appro- priate for this series. This includes a wide range of theoretical perspectives, paradigms, data (quali- tative, survey, experimental, ethnographic, secondary, etc.), and topics related to the study and explanation of marketing-related phenomena. We hope to reflect an eclectic mixture of data and research methods that is indicative of a series driven by important theoretical and substantive problems (Iacobucci 2002; Stewart 2002). The series seeks papers that make important theoretical, substantive, empirical, methodological, measurement, and modeling contributions. Any topic that fits under the broad area of “marketing research” is relevant. In short, our mission is to publish the best reviews in the discipline. Thus, this publication will bridge the gap left by current marketing research publications. Current marketing research publications such as the Journal of Marketing Research (USA), Jour- nal of Marketing Research Society (UK), and International Journal of Research in Marketing (Europe) publish academic articles with a major constraint on the length. In contrast, Review of Marketing Research will publish much longer articles that are not only theoretically rigorous but are more expository and also focus on implementing new marketing research concepts and procedures. This will also serve to distinguish the proposed publication from the Marketing Research magazine published by the American Marketing Association (AMA). Articles in Review of Marketing Research should: (cid:127) Critically review the existing literature. (cid:127) Summarize what we know about the subject—key findings. ix x NARESH K. MALHOTRA (cid:127) Present the main theories and frameworks. (cid:127) Review and provide an exposition of key methodologies. (cid:127) Identify the gaps in literature. (cid:127) Present empirical studies (for empirical papers only). (cid:127) Discuss emerging trends and issues. (cid:127) Focus on international developments. (cid:127) Suggest directions for future theory development and testing. (cid:127) Recommend guidelines for implementing new procedures and concepts. Articles in This Volume This inaugural volume exemplifies the broad scope of the Review of Marketing Research. It contains a diverse set of review articles covering such areas as emotions, beauty, information search, business and marketing strategy, organizational performance, reference scales, and correspondence analysis. Johnson and Stewart provide a review of traditional approaches to the analysis of emotion in the context of consumer behavior. They argue that appraisal theory provides an especially relevant approach for understanding the emotional responses of consumers in the marketplace. They review appraisal theory and provide examples of its application in the contexts of advertising, customer satisfaction, product design, and retail shopping. Appraisal theory is the leading contemporary framework in emotion theory. The authors also briefly mention other approaches, such as dimensional theories. Appraisal theories can be applied in a variety of areas in marketing to incorporate appraisals and the concepts of emotional and behavioral coping, and research along these lines should be fruitful. Beauty is in the eye of the beholder. Holbrook explores the concept of beauty as experi- enced by ordinary consumers in their everyday lives. He considers the definitions of beauty typically supplied by philosophers of art from the perspective of aesthetic experience. Such definitions operate in the realm of langue—semantics, language use, or linguistic competence. Thus, these definitions operate in a form of language that exists according to certain semantic and syntactic rules but that does not necessarily reflect how the language is generally spoken in the vernacular. The latter concern belongs to the realm of parole—pragmatics, usage, or psycholinguistic performance. Here the words are deployed by actual speakers of the language in ways that shape the common, culturally shared meaning. He applies the method of the collective photographic essay to explore the concept of beauty as it appears in parole. In this method, ordinary consumers take photographs intended to elucidate the concept of “What Beauty Means to Me” and explain their photographic intentions by means of short paragraphs or vignettes. These vignettes and photos are analyzed semiologically by means of hermeneutic interpretation. The application of this hermeneutic circle produces a Typology of Beauty in Ordinary Discourse. This typology conceptualizes everyday usage of the term “beauty” as falling into eight categories distinguished on the basis of three dichotomies: (1) Extrinsically/ Intrinsically Motivated, (2) Thing(s)-/Person(s)-Based, and (3) Concrete/Abstract. Detailed examples, drawn from the texts of the informants’ vignettes and photographs, illustrate each of the eight types of beauty. His major conclusion is that the philosophically grounded definition of aesthetic beauty (langue) fails to capture the diverse ways in which the concept of beauty appears in everyday discourse among ordinary consumers (parole). Though distinct conceptu- ally, these eight types of beauty tend to commingle in consumption experiences. The concept