An Assessment of Marketing Thought & Practice

Transcription

1 An Assessment of Marketing Thought & Practice 1982 Educators' Conference Proceedings Series No. 48 TECHWISCHE HOCHSCHULE DARMSTADT fuchberoich 1 Gesomtbibliothek AbSt t!-i!f. Sacfigebiete:. Editors Bruce J. Walker Arizona State University William O. Bearden University of South Carolina William R. Darden University of Arkansas Patrick E. Murphy Marquette University John R. Nevin University of Wisconsin Jerry C. Olson Marketing Science Institute Barton A. Weitz University of California at Los Angeles AME\l\CAU m1merc1n ^OKON 25 South Wacker Drive Chicago, Illinois 6O6O6 (312) 648-O536

2 TABLE OF CONTENTS PREFACE REVIEWERS FOR 1982 MARKETING EDUCATORS' CONFERENCE. BUYER BEHAVIOR TRACK Interpersonal Influences on Buying Decisions Patterns of Influence in the Purchase of Consumer Durables by Mexican Households. Sandra M. Huszagh and Arthur D. Murphy A Conceptual Model of Interpersonal Purchase Influence in Organizations Robert J. Thomas Facial Expression and Marketing Negotiations John L. Graham Effects of Self-Concept and Personal Values Self-Brand Image Congruency and the Effects of Trait Desirability Isnmael P. Akaah and Edward A. Riordan The Influence of Personal Values on Attitude and Store Choice Behavior Boris V. Becker and" Patrick E. Connor ix xi Information Search and Decision Making Use Innovativeness, Vicarious Exploration and Purchase Exploration: Three Facets of Consumer Varied Behavior 56 Linda L. Price and Nancy M. Ridgway Factors Associated with Changes in Evoked Set among Purchases of New Automobiles 61 David W. Stewart and Girish Punj Prepurchase Information Search and Post Purchase Satisfaction: An Empirical Examination of Alternative Theories 66 Peter Thirkell and Harrie Vredenburg Scripts A Script Theoretic Analysis of Consumer Decision Making 71 Arno J. Rethans and Jack L. Taylor, Jr. An Empirical Investigation of the Serial Structure of Scripts 75 George John and John C. Whitney Cross-Cultural and Ethnicity Influences on Consumer Behavior The Effects of Personal Values and Usage Situations on Product Attribute Importance... Lome Bozinoff and Robert Cohen 25 Cognitive Structure in Buying: Its Generality in Another Culture Chin Tiong Tan and Hui Hoon Lim 80, Effects of Positive and Negative Information The Impact of Education on the Relative Effectiveness of One-Sided and Two-Sided Communications Mark I. Alpert and Linda L. Golden 30 An Examination of Ethnicity and Consumption Using Free Response Data." Elizabeth C. Hirschman Cross-Cultural Influences on Buyer Behavior: Impact of Hispanic Ethnicity Wayne D. Hoyer and Rohit Deshpande The / Negative Information: Asset or Liability?... Jeffery M. Ferguson and Donald W. Jackson, Jr. Truth and Consequences: The Effects of Disclosing Possibly Harmful Results of Product Use Meryl P. Garner and Rosalyn S. Levin Effects of Sex Role and Sex Differences on Consumer Behavior The Effect of Sex Roles on Family Finance Handling and Decision Influence Charles M. Schaninger, W. Christian Buss, and Rajiv Grover Buyer Behavior Track Ethnic Variation in Leisure Activities and Motives Elizabeth C. Hirschman The Concept of Involvement It Is Time to Lay the Low-Involvement Hierarchy to Rest David W. Finn Consumer Involvement in a Laboratory Setting... Daniel L. Sherrell and Terence A. Shimp MARKETING EDUCATION TRACK Female Shoppers: Exploring the Differences in Marital Status and Occupation for Fashion Shopping James R. Lumpkin, Gemmy S. Allen, and Barnett A. Grennberg Trends in Sex Roles: The Changing Perceptions of Models in Television Commercials Dean Sharits and H. Bruce Lammers Student Opinions and Test Evaluation Students As Consumers: Predicting Satisfaction Thomas E. Barry, Mary C. Gilly, and William R. Schucany The Take Home/In-Class Exam Combo: An Evaluation 113 Marvin A. Jolson

3 Marketing Education Track Business Student Views About Business-Oriented Social Issues: Implications for Marketing Education 117 Paul Hensel, Alan J. Dubinsky, and Thomas N. Ingram Advances in Marketing Education Methods An Empirical Test of Microcomputer Simulation As an Alternative for the Teaching of a Marketing Topic 122 Dan L. Sherrell and Alvin C. Burns An Assessment of the Impact of Computer-Assisted Instruction on Performance in and Attitudes toward the Introductory Marketing Course 127 Steven J. Skinner and Gary L. Sullivan Using Theory to Understand Product Pricing Applications of Break-Even Analysis 132 Jon M. Hawes and Michael F. d'amico Additional Perspectives on Marketing Teaching Methods Mass Lecture Versus Traditional Lecture Settings 136 Michael Smith, Rajan Chandran, and James Talaga Evaluating Marketing Case Course Performance: Issues and Empirical Findings 140 Calvin P. Duncan and Phillip D. White An Alternative to the Traditional Case Teaching Technique 145 Charles S. Madden and Dan H. Robertson Toward Preparing Marketing Students Critical Skills Methodology: Development and Implementation 148 John H. Lindgren, Jr., Leonard L. Berry, and William J. Kehoe The Undergraduate Marketing Core, Marketing Issues and Other Education-Related Topics of the 198O's: Views of Educators and Practitioners Mary L. Wilson and William K. Darley Important Vocational Attributes: Differences Between Male and Female Marketing Students Alan J. Dubinsky and Thomas N. Ingram Issues in International Marketing Education International Marketing Neglect Still Continues: An Examination of Teaching and Research 161 Ky ung-11 Ghymn Enriching the International Marketing Course: Current Events Negotiations Simulation 165 Russell M. Moore and Suresh B. Pradhan MARKETING MIX AND MARKETING INSTITUTIONS TRACK The Shopping Experience and Retail Management Consumer Complaining: Exploring Expected and Desired Responses Robert B. Harmon and Alan J. Resnik Intervening Variable Between Satisfaction/ Dissatisfaction and Retail Repatronage Intention.. James M Stearns, Lynette S. Unger, and Jack A. Lesser Socio-Personality and Demographic Influences on Deviant Consumer Behavior in Retail Stores... Michael K. Mills Control and Coordination of Distribution Channels A Cross-Channel Comparison of Retailers' Perceptions of Distribution Channel Power. 187 James R. Brown, Edward F. Fern, and Glenn T. Stoops Coordination in Marketing Channels: Determinants and Mechanisms 191 Dov Izraeli and Michael Etgar Power and Dependency in the Marketing Channel: A Methodological Note 194 Robert H. Ross, Robert F. Lusch, and James R. Brown The Design of the Marketing Mix for Goods and Services Fashion Lifestyle and Consumer Information Usage: Formulating Effective Marketing Communications Jonathan Gutman and Michael K. Mills Non-Store Retailing and Perceived Product Risk Pradeep K. Korgaonkar Differences Between Goods and Services: An Empirical Analysis of Information Source Importance 208 Joseph L. Orsini Retailing Strategy: Planning and Control A Game Theoretic Approach to Retail Location Strategy. 2i2 Avijit Ghosh and C. Samuel Craig CMROI: A New View of Planning and Measuring Merchandising Performance 216 Charles A. Ingene and Michael Levy An Analysis of Market Strategy and Store Profitability by Area Competition 220 L. Lynn Judd and Bobby C. Vaught Managing Salespeople Issues in Marketing Education in Developing Countries Ronald McTavish and Christopher A. Ross 17 A Factor-Analytic Study of Criteria Examined in the First-Line Sales Manager Promotion Process Alan J. Dubinsky and Thomas N. Ingram 224

4 Combining the Equity/Inequity Model and the Expectancy-Valence Model for Predicting Salesperson Motivation and Performance... Pradeep K. Tyagi 228 Industrial Marketing Management Exploring Industrial Export Strategies 294 Kjell Gr^nhaug and Tore Lorentzen 1982 AMA Marketing Educators' Conference Salesforce Performance and Satisfaction: Contemporaneous Relationships and Selected Antecedents George R. Franke, Douglas N. Behrman, and William D. Perreault, Jr. The Organization and Control of Product Management Problem Situations Evoking the Elimination Decision in the Industrial Market 238 George J. Avlonitis Behavioral Effects of Boundary Spanning on the Product Manager 242 Steven J. Lysonski An Organization Design Approach to Improving the Effectiveness of New Product Introductions 247 James H. Myers Improving Sales Force Productivity An Approach for Implementing Salesforce Decision Models 252 Raymond W. LaForge and David W. Cravens Training Sales Managers: An Organizational Perspective 256 W. Austin Spivey, David F. Caldwell, and Raydel Tullous Close Encounters of the Salesperson-Customer Kind as Influenced by Family Constellation 261 David R. Rink MARKETING STRATEGY AND SPECIAL MARKETS TRACK Commercially Successful Product Unshelvings among Industrial Firms 299 Timothy L. Wilson and James D. Hlavacek Marketing Executives' Perceptions of the Relative Importance of Salary Increase Determinants: An Exploratory Investigation 304 Poondi Varadarajan and Charles M. Futrell Marketing to Foreign Markets Success Factors in Export Marketing: An Empirical Analysis 309 S. Tamer Cavusgil and Erdener Kaynak The Marketing of High Technology Products in Foreign Markets 313 Michael G. Harvey and James T. Rothe Greasing the Foreign Channel Mechanism 318 Stan Reid and James McGoldrick Marketing Strategy and Contributions from Related Disciplines The Effects of Personal Selling: An Industrial Organization Economics Approach 322 William Gaidis, Michael Levas, and George John Marketing Strategy and Finance Theory 327 Adam Finn and Roy Howell Marketing Strategy and Special.Markets Track Product/Market Elements, Product Managers, and Product Performance 332 John E. Young and James E. Nelson Strategic Market Planning, Strategic Piggybacking: A Self-Subsidization Strategy for Both Nonprofit and Business Institutions 266 Richard P. Nielsen Product Positioning in a Competitive Market Kishore Pasumarty Market Share Strategy Implications of trie Concept of Sustainable Growth 274 Poondi Varadarajan Service and Nonprofit Markets Identifying Rationale for Membership Termination in a Nonprofit Service Organization 279 Alan J. Dukinsky and Paul Hensel The Prediction and Explanation of Voting Behavior 284 Bruce I. Newman Benefit Segmentation Strategies for the Performing Arts Margery Steinberg, George Miaoulis, and David Lloyd ^89 PUBLIC POLICY AND MACROMARKETING TRACK Regulatory Issues in Marketing and Advertising Deregulation's Challenges for Marketers 337 Paul N. Bloom The Economies of Scale in Advertising: The Myth, the Concept, the Facts 341 Johan Arndt Government Regulation of Advertising: A Question of Balance 346 Debra L. Scammon and Kenneth D. Bahn Social Marketing: Theory and Application The Problem of Economic Valuation in Social Marketing 350 Michael Morris Parental Diffusion Roles and Children's Responses to Nutrition Education 355 Sanford Grossbart, Lawrence A. Crosby, and Joyce Robb vil

5 Ecological and Safety Concerns in Marketing Energy Conservation in Retailing: Attitudes, Practices, and Reactions to Government Regulations 359 Joseph A. Bellizzi, Robert F. Hoel, and William D. McCarthy The Effect of Ecological Concern on Product Attribute Utility 364 David J. Fritzsche and Ronand Deuhr A Proactive Approach to the Identification of Potential Consumer Safety Hazards in Alternative Sources of Heating 370 Richard F. Beltramini and Kenneth R. Evans Public Policy Perspectives Regarding Children Children's Commercial Content: A Look at Sexual Roles and the Use of Animation 374 William C. Moncrief and Robert M. Landry A Laboratory Analysis of the Effectiveness of the Host-Selling Commerical When Used on Children 378 Joseph H. Miller Public Policy and Macromarketing Track Mothers' Support for Nutrition Education: A Segmentation Analysis " Lawrence A. Crosby, Sanford L. Grossbart, Joyce L. Robb, and Les Carlson RESEARCH METHODOLOGY TRACK Issues in Marketing Research: Potpourri Canonical Correlation: Is It Ever Useful? J.K. Johansson, R.P. Bagozzi, and Jagdish N. Sheth Heterogeneity and Markov Theory: A Finite Mixture Approach 390 Carsten Stig Poulsen, Filling the Gap: A Review of the Missing Data Problem 395 David W. Stewart Issues and Applications of Causal Modeling in Marketing A Structural Equation Investigation of Intentions to Engage in Do-It-Yourself Auto Repair 400 Cathy A. Cole and S. Tamer Cavusgil Questionnaire Design Manipulations and Response Rate to a Mail Consumer Finances Survey 418 Valerie Veth, Edward Blair, and E. Laird Landon, Jr. Impact of Survey Methods on Efficiency of Collection and Data Validity A Flexible Strategy for Analyzing Preference Data 422 James B. Wiley, Reza Moinpour, and Douglas L-. MacLachlan Question Understanding in Self-Report Data Robert A; Peterson, Roger A. Kerin, and Mohammad Sabertehrani Follow-Up Techniques: The Effect of Method and Source Appeal 430 James M. Comer and J. Steven Kelly Issues in Measurement and Analysis in Marketing Research Qualitative Data: Assessing Intercoder Reliability and Resolving Coding Discrepancies 435 John P. McDonald On Obtaining Measures from Ranks 439 Joel H. Steckel Scaling Brands on Their Advertisement Distinctiveness '. '(43 John Keon and Terry Gleason Applications of Models in Marketing Research Generalized Functional Forms of Sales Response Models 447 Randall G. Chapman An Application of Causal Modeling to the Buyer-Seller Dyadic Interaction Process 451 Jeen-Su Lim and Ronald E, Michaels Innovative Behavior and Repeat Purchase Diffusion Models 456 Vijay Mahajan and Eitan Muller 1982 EDUCATORS CONFERENCE SPECIAL SESSIONS 461 AUTHOR INDEX 463 SUBJECT INDEX 465 Research Methodology Track Validity Assessment: A Structural Equations Approach Using Partial Least Squares 405 Claes Fornell, Gerard J. Tellis, and George M. Zinkhan Increasing Response Rates in Mail Surveys The Effects of Respondent Identification in a Mail Survey 410 Nancy M. Ridgeway and Linda L. Price Foot-in-the-Door for Increasing Mail Questionnaire Returns: A Critical Review 414 John E. Swan and Warren S. Martin viii