bluuebunny/crossref_metadata_2025 huggingface dataset:
Competitive Marketing Behavior in Industrial Markets
Authors: Ramaswamy Venkatram , Gatignon Hubert , Reibstein David J.
Published: November 2018

The authors outline a conceptual framework for analyzing differences in competitive marketing behavior of businesses in established industrial markets. They explicitly distinguish between retaliatory and cooperative marketing behavior. The structural characteristics of the served markets and the competitive positions of businesses are postulated to affect the nature and likelihood of retaliatory and cooperative behavior with respect to price and sales force expenditures. The authors specify different models explaining these dimensions of competitive marketing behavior at the strategic business unit level and test their hypotheses by estimating the various competitive behavior models using relevant data obtained from the PIMS (Profit Impact of Market Strategies) Program. The empirical results support several theoretical arguments and provide insights into the determinants of competitive marketing behavior in industrial markets.
Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality
Authors: Dawar Niraj , Parker Philip
Published: November 2018

Marketing universals are defined as consumer behaviors within a segment and toward a particular product category that are invariant across cultures. Using several definitions of culture and three different criteria for universality, the authors evaluate whether the use of brand, price, retailer reputation, and physical product appearance as signals of quality are marketing universals for consumer electronics products. Using a sample representing 38 nationalities, they find that there are few differences in the use of quality signals across cultures for a high priority segment of consumers. They draw conclusions for the adaptation versus standardization debate and argue that certain behaviors are likely to be universal, whereas others are not. Understanding such differences is essential to designing international marketing strategies.
Socially Responsible Organizational Buying: Environmental Concern as a Noneconomic Buying Criterion
Authors: Drumwright Minette E.
Published: November 2018

The greening of corporate America has added a new and different type of criterion to some organizational buying decisions—social responsibility. Scholars have given little attention to such noneconomic buying criteria. On the basis of a study of 35 buying processes in ten organizations and an in-depth examination of 21 of those processes, the author addresses how and why socially responsible buying comes about in organizations. The findings suggest that two factors have been key to the success of socially responsible buying initiatives. One factor is the presence of a skillful policy entrepreneur. Policy entrepreneurs are found to have many of the same characteristics as business entrepreneurs, but invest their resources in instituting new organizational policies. Their zeal for socially responsible buying is rooted in a commitment based on a complex and often difficult process of moral reasoning. The second factor influencing the success of socially responsible buying is the organizational context within which policy entrepreneurs operate. The author differentiates organizational contexts on the basis of whether the socially responsible buying is part of a deliberate corporate strategy and further classifies them through a framework and identifies themes observed across the contexts. Guidance is offered for vendors marketing socially responsible products and services.
The Commitment-Trust Theory of Relationship Marketing
Authors: Morgan Robert M. , Hunt Shelby D.
Published: November 2018

Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and trust, (2) model relationship commitment and trust as key mediating variables, (3) test this key mediating variable model using data from automobile tire retailers, and (4) compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model, suggestions for further explicating and testing it are offered.
Customer Satisfaction, Market Share, and Profitability: Findings from Sweden
Authors: Anderson Eugene W. , Fornell Claes , Lehmann Donald R.
Published: November 2018

Are there economic benefits to improving customer satisfaction? Many firms that are frustrated in their efforts to improve quality and customer satisfaction are beginning to question the link between customer satisfaction and economic returns. The authors investigate the nature and strength of this link. They discuss how expectations, quality, and price should affect customer satisfaction and why customer satisfaction, in turn, should affect profitability; this results in a set of hypotheses that are tested using a national customer satisfaction index and traditional accounting measures of economic returns, such as return on investment. The findings support a positive impact of quality on customer satisfaction, and, in turn, profitability. The authors demonstrate the economic benefits of increasing customer satisfaction using both an empirical forecast and a new analytical model. In addition, they discuss why increasing market share actually might lead to lower customer satisfaction and provide preliminary empirical support for this hypothesis. Finally, two new findings emerge: First, the market's expectations of the quality of a firm's output positively affects customers’ overall satisfaction with the firm; and second, these expectations are largely rational, albeit with a small adaptive component.
An Empirical Test of the Consequences of Behavior-and Outcome-Based Sales Control Systems
Authors: Oliver Richard L. , Anderson Erin
Published: November 2018

In a previous volume of this journal, the authors presented a behavior versus outcome sales control continuum based on methods of monitoring, directing, evaluating, and compensating the salesperson's efforts and results. They empirically test their propositions about how control system perceptions influence salespeople on a diverse sample of sales representatives. They find that the predicted effects of control philosophy on affective and motivational states are generally supported whereas the effects on sales strategies or performance outcomes are not. Organizational culture differences are also observed.
The Influence of Coworker Feedback on Salespeople
Authors: Kohli Ajay K. , Jaworski Bernard J.
Published: November 2018

The authors investigate the effects of four types of coworker feedback—positive output, negative output, positive behavioral, negative behavioral—on salespeople's role clarity, satisfaction, and performance. These effects are further hypothesized to be contingent on salespeople's characteristics (e.g., need for conformity), their ability to provide self-feedback, and coworker characteristics (e.g., competence). The results suggest that behavioral feedback provided by coworkers is more functional than output feedback and that positive coworker feedback is more functional than negative feedback. Moreover, negative behavioral feedback provided by coworkers appears to have a dysfunctional impact on salespeople's performance. The contingency hypotheses are not supported. The study findings provide insights into the appropriateness of alternative types of organizational climates and suggest managerially actionable implications. The authors conclude by suggesting several directions for research.
Consumer Trade-Offs and the Evaluation of Services
Authors: Ostrom Amy , Lacobucci Dawn
Published: November 2018

The evaluation of services by consumers in terms of service attributes that should have an impact on judgments as well as the nature of the judgments themselves are investigated. A conjoint analysis is used to examine subjects’ utilities for service alternatives that differ in terms of price, level of quality, friendliness of the service personnel, and the degree of customization of the service. The impact on subjects’ utilities was studied in relation to several factors, including the type of service industry being evaluated (i.e., experience or credence services); the criticality of the service situation (i.e., high or low importance that the service be executed well); and the type of evaluative judgment asked of the respondent (i.e., ratings of subjects’ anticipated satisfaction, value, or likelihood of purchase). The results indicate that all service attributes are important to consumers and that their importance varies with the mediating factors. For example, consumers are price sensitive for less critical purchase situations, whereas quality is more important for credence services. The findings allow for a parsimonious theoretical explanation based on risk and the clarification of some constructs in the area of consumer evaluations.
The Structure of Commitment in Exchange
Authors: Gundlach Gregory T. , Achrol Ravi S. , Mentzer John T.
Published: November 2018

Commitment is an essential part of successful long-term relationships. Whereas commitments by both parties in an exchange can provide the foundation for development of relational social norms, disproportionate commitments can lead to opportunism by the less committed partner. The authors study the effect of the credibility and proportionality of commitment inputs in an exchange upon the development of relational social norms, opportunism, and long-term commitment intentions. They also investigate longitudinal effects of the credibility of long-term commitment intentions, relational social norms, and opportunism in one time period on commitment inputs and long-term commitment intentions in later periods. Data gathered from a behavioral simulation suggest that (1) the credibility of commitment inputs in exchange is positively related to the development of relational social norms, (2) and is positively related to long-term commitment intentions in the same time period, (3) relational social norms may be undermined by opportunistic conduct, and (4) the presence of relational social norms in one time period is positively related to commitment inputs and long-term commitment intentions in later periods.
The Role of Books and Book Reviews in the Knowledge Dissemination Process
Authors: Zinkhan George M. , Clark Terry
Published: November 2018

The editorial goals of the Journal of Marketing are (1) to advance the science and practice of marketing and (2) to serve as a bridge between the scholarly and the practical realms, each of which has a vital stake in what is happening on the other side. The main vehicle upon which the Journal of Marketing relies for achieving these goals is the publication of full-length articles that are grounded in scholarly research. However, two other sections of the Journal, the Literature Review and the Book Reviews, also play a vital role in fulfilling its editorial goals. The former section informs JM readers about developments that have appeared in related journals, whereas the latter focuses on providing critical reviews of influential books. The following editorial (1) reviews the role of books and book reviews in the knowledge dissemination process, (2) details the role of the Book Reviews, and (3) offers some guidelines for book reviewers.
Return on Quality (ROQ): Making Service Quality Financially Accountable
Authors: Rust Roland T. , Zahorik Anthony J. , Keiningham Timothy L.
Published: November 2018

Many companies have been disappointed by a lack of results from their quality efforts. The financial benefits of quality, which had been assumed as a matter of faith in the “religion of quality,” are now being seriously questioned by cost-cutting executives, who cite the highly publicized financial failures of some companies prominent in the quality movement. In this increasingly results-oriented environment, managers must now justify their quality improvement efforts financially. The authors present the “return on quality” approach, which is based on the assumptions that (1) quality is an investment, (2) quality efforts must be financially accountable, (3) it is possible to spend too much on quality, and (4) not all quality expenditures are equally valid. The authors then provide a managerial framework that can be used to guide quality improvement efforts. This framework has several attractive features, including ensured managerial relevance and financial accountability.
Do Trade Shows Pay Off?
Authors: Gopalakrishna Srinath , Lilien Gary L. , Williams Jerome D. , Sequeira Ian K.
Published: November 2018

The authors report on the effects of a trade show on incremental sales and profits for a manufacturer of gas chromatographic equipment. Their analysis indicates that the show provided positive economic returns to the firm. They also provide evidence that the show had positive effects on generating product awareness and interest. Although their research studies a single firm and the effect of a single show, the authors’ results indicate that, under carefully controlled conditions, the returns from trade show investments can indeed be measured and quantified and that extensions of their approach may have broad applicability.
National Culture and New Product Development: An Integrative Review
Authors: Nakata Cheryl , Sivakumar K.
Published: November 2018

The increasing globalization of markets and businesses and the criticality of new products to business performance make the relationship between national culture and new product development an important area for academic research and managerial practice. By means of a literature review, the authors attempt to provide an understanding of this relationship in terms of the links between new product development on the one hand and the five dimensions of national culture—individualism, power distance, masculinity, uncertainty avoidance, and Confucian dynamic—on the other. They advance several propositions for additional research, develop a conceptual model, and identify directions for further exploration of the relationship.
A Reexamination of the Determinants of Consumer Satisfaction
Authors: Spreng Richard A. , MacKenzie Scott B. , Olshavsky Richard W.
Published: November 2018

Although the “disconfirmation of expectations” model continues to dominate research and managerial practice, several limitations indicate that it is not a complete picture of satisfaction formation. The authors propose a new model of the satisfaction formation process that builds on the disconfirmation paradigm by specifying a more comprehensive model that includes two standards in a single model and specifically incorporates the impact of marketing communication. An empirical test of the model provides support for the hypothesized relationships and a better understanding of the mechanisms that produce satisfaction.
Do Organizational Practices Matter in Role Stress Processes? A Study of Direct and Moderating Effects for Marketing-Oriented Boundary Spanners
Authors: Singh Jagdip , Verbeke Willem , Rhoads Gary K.
Published: November 2018

Previous research and meta-analyses suggest that the influence of organizational variables on boundary role stress processes is weak and marginal. Using the emerging work in organizational practices and configurations, the authors reexamine this relationship by addressing three critical gaps: (1) conceptualizing organizational environment as a multidimensional practices construct, (2) operationalizing the organizational environment as configurations or combinations of practices dimensions, and (3) testing for direct and moderating hypotheses. The results reveal that organizational practices matter significantly in boundary role stress processes. The findings show that procedural environments are dysfunctional because they engender higher levels of role stressors, reduce performance, and negatively affect the psychological well-being of boundary spanners. In contrast, the achievement and affective-oriented environments involve distinct trade-offs, because none is clearly superior. The authors discuss the theoretical implications for further research and provide recommendations for managerial practice.
Aggressive and Predatory Pricing: A Framework for Analysis
Authors: Guiltinan Joseph P. , Gundlach Gregory T.
Published: November 2018

The authors examine competitive interaction in the context of aggressive pricing strategies. Although aggressive pricing by one firm may initially provide lower prices to consumers, the behavior also can be predatory and ultimately result in undesirable welfare consequences. To date, public policy analysis of such behavior has relied on traditional economic theory, with State and Federal policies creating conflicting guidelines for managers. The authors offer a framework for understanding aggressive and predatory pricing that incorporates research from marketing and related disciplines as well as traditional and newer streams of economic analysis. Distinguishing features of the framework include a broader delineation of indicators that potentially predatory behavior might have occurred, an expanded view of the possible motivations for aggressive and predatory pricing behavior that are not admitted into current analyses, and a more comprehensive analysis of competitors’ strategic responses to such pricing and the varying consequences of these responses. They further argue that the field of marketing is uniquely positioned to provide the kind of comprehensive measurement and modeling contributions needed to create policy guidelines that can be implemented in this area.
Automatic and Strategic Processes in Advertising Effects
Authors: Grunert Klaus G.
Published: November 2018

The author distinguishes two kinds of cognitive processes: automatic processes, which are mostly subconscious, are learned and changed slowly and are not subject to the capacity limitations of working memory, and strategic processes, which are conscious, are subject to capacity limitations, and can easily be adapted to situational circumstances. The perception of advertising and the way it influences brand evaluation involves both processes. Automatic processes govern the recognition of advertising stimuli, the relevance decision that determines further higher-level processing, the retrieval of information, and the provision of a heuristic for brand evaluation. Strategic processes govern learning and inference formation. The relative importance of both types of processes depends on product involvement. The distinction of these two types of processes leads to some conclusions that are at variance with current notions about advertising effects. For example, the attention span problem is relevant only for strategic processes. A certain amount of learning can occur with little conscious effort, and advertising's effect on brand evaluation may be more stable for low- than for high-involvement products.
The Static and Dynamic Mechanics of Competition: A Comment on Hunt and Morgan's Comparative Advantage Theory
Authors: Dickson Peter R.
Published: November 2018

The author provides constructive criticism of Hunt and Morgan's (1995) promotion of the dynamic disequilibrium paradigm and explains why their comparative advantage and market orientation theory is not dynamic enough. He discusses what creates market diversity and comparative advantage, why competitive markets are more efficient, how competitive markets fail, and how management of failed markets can fail. The author's goal is to demonstrate the explanatory power of the dynamic paradigm and encourage the use of it to focus on how firms can learn to improve their competitive processes.
Antecedents and Consequences of Marketing Strategy Making: A Model and a Test
Authors: Menon Anil , Bharadwaj Sundar G. , Adidam Phani Tej , Edison Steven W.
Published: November 2018

There is a strong rekindling of academic and practitioner interest in the marketing strategy making (MSM) process and its effect on firm performance. However, there is a dearth of research on process issues in marketing strategy. This study attempts to fill this important gap in the marketing strategy literature by using a discovery-oriented approach to develop a (1) multifaceted conceptualization of MSM, (2) model of the antecedents and consequences of MSM, and (3) test of this model using data on more than 200 marketing mix-related decisions. After ruling out common method bias, the authors find that innovative culture is the fundamental antecedent of effective MSM. They also find that the components of MSM (situation analysis, comprehensiveness, emphasis on marketing assets and capabilities, cross-functional integration, communication quality, consensus commitment, and resource commitment) have differential effects on the outcomes measured, strategy creativity, organizational learning, and market performance. The authors find that strategy creativity affects market performance and organizational learning directly and as a mediator variable.
Managerial Identification of Competitors
Authors: Clark Bruce H. , Montgomery David B.
Published: November 2018

Despite extensive academic research on how to identify competitors objectively, marketers know relatively little about how managers identify competitors in practice. The authors bring together diffuse literature in this area and propose a cognitive framework for managerial identification of competitors. They report the results of two studies that examine the attributes managers use in deciding who their competitors are.
Marketer Acculturation: The Changer and the Changed
Authors: Peñaloza Lisa , Gilly Mary C.
Published: November 2018

Adapting to consumers from another culture is a quintessential task for marketers in the global marketplace. This research investigates marketers’ processes of multicultural learning and adaptation using ethnographic methods in a longitudinal study of an ethnic marketplace in the United States. The authors derive an empirical model of individual marketer acculturation that consists of learning and translation processes, adaptation strategies, and their outcomes. The findings indicate that marketers serve as bicultural mediators, both accommodating their consumers and working to alter their consumption patterns to bring them into line with their own ethnic and larger U.S. national market customs. Marketers’ adaptation to the cultural characteristics and needs of their clientele results in changes to themselves, their firms, consumers, and, ultimately, the marketplace. The authors contribute to a theoretical understanding of the complex dialectical relationships between marketers and consumers, which together constitute culture in the contemporary marketplace.
Consumer Socialization, Parental Style, and Developmental Timetables in the United States and Japan
Authors: Rose Gregory M.
Published: November 2018

In this article, the author examines consumer socialization, parental age expectations, and overall patterns of parent–child interactions in a cross-national context. Socialization is defined by a patient, maturational approach to parenting in Japan and by a greater emphasis on autonomy in the United States. Japanese mothers have late consumer-related developmental timetables and maintain greater control over their children's consumption than do American mothers, who encourage and expect the earlier development of independent consumption.
Advancing the Experimental Method in Marketing
Authors: Holloway Robert J. , White Tod
Published: November 2018

A formal center has been established to encourage the use of experimentation in the study of a wide variety of activities related to business, including consumer behavior and other facets of marketing.

Early efforts of the personnel at the Center include experimentation in conformity, communications, cognitive dissonance, ethics, and effort as related to satisfaction. The results of the early work have been encouraging and it is now anticipated that the Center will be a permanent research unit.
A Sample of a Scattered Group
Authors: Lazerwitz Bernard
Published: November 2018

City directory and block supplement techniques are used as the sample design for a scattered metropolitan population. The problems arising out of varying selection rates within dwelling units are handled by the use of a screening phase in the field and subsequent stratification of dwelling units by number of eligible respondents. The results of this design point up the feasibility of using a city directory technique to sample widely scattered groups with relatively small increases in sample variances.
Formulation of an Index of Propensity to Buy
Authors: Rothman James
Published: November 2018

Four different methods of estimating overall attitudes towards a brand are described. A method for determining their relative effectiveness as indicators of propensity to buy the brand is then proposed.

Results obtained for the administration of this method on four different brands in two different product groups are then presented and conclusions drawn on the relative effectiveness of the different methods.
Some Aspects of Ethics in Marketing Research
Authors: Blankenship A. B.
Published: November 2018

Two professional societies have recently adopted ethical codes for marketing research and surveys, and a third is in process of doing the same. With recent disclosures in Washington about practices in the field of audience measurement, there is increasing concern with ethics.

The author argues that no code of ethics can ever solve the situation, and cites some examples, several of which are controversial.
Bayesian Classification Procedures in Analyzing Customer Characteristics
Authors: Green Paul E.
Published: November 2018

Traditionally, discriminant functions have been used to classify individuals according to a linear function of the individuals’ measured characteristics. This article develops a Bayesian classification procedure which explicitly takes into account the costs of misclassification and attribute measurement. The article presents the results of a computer program designed to determine the optimal number of characteristics to measure and discusses the results’ implications for consumer research.
Estimating the Effectiveness of Advertising: Some Pitfalls in Econometric Methods
Authors: Quandt Richard E.
Published: November 2018

The attempt to estimate the effectiveness of advertising by means of standard econometric models often fails because (i) data are contaminated, (ii) the preconditions for the applicability of the statistical model are not met, (iii) the underlying economic model is defective. These sources of difficulties are discussed in detail, some suggested ways of avoiding the difficulties are examined, and the future of such approaches is assessed.
A Method for Understanding Price Determinants
Authors: Morgenroth William Mason
Published: November 2018

The binary flow chart is used to study and simulate price decisions. The elements uncovered include both market factors and organizational factors. Testing the model for predictive accuracy and simulative ability is reviewed. Marketing implications include a legitimate defense against charges of collusion in price-setting in an oligopoly, and a better understanding of the market's reaction to organizational components. Marketing strategists may benefit from insights into competitors’ behavior, and from tools useful for developing strategies in different markets.
Negro and White Response to Advertising Stimuli
Authors: Barban Arnold M. , Cundiff Edward W.
Published: November 2018

Marketers have been directing advertising messages to the Negro market based upon possibly inadequate research findings. The study reported here, though decidedly limited in scope, reveals a general similarity in Negro-white response to printed advertising stimuli. More important, the study provides a methodology for directly testing and comparing Negro-white reaction to advertising messages.
Measuring the Utility Added by Branding and Grading
Authors: Marquardt Raymond , Makens James , Larzelere Henry
Published: November 2018

➤This article presents a technique for measuring the value added by product branding. This method can be used to determine whether consumers will pay a premium for one brand over another. It also yields an estimate of the percentage of the population willing to pay various premiums in order to obtain the brand they prefer.
Interviewer Bias Revisited
Authors: Boyd Harper W. , Westfall Ralph
Published: November 2018

➤Ten years ago the authors surveyed the problem of interviewer bias and concluded that it was one of the major sources of error in survey research. A recent survey of the subject confirms the continued existence of the problem. Some significant gains have been achieved in dealing with interviewer bias during the intervening decade, but the same problems still exist to a major degree and relatively little is being done to solve them.
Experimental Designs in Measuring the Effectiveness of Promotion
Authors: Hoofnagle William S.
Published: November 2018

More than ever, business firms are wanting to know what results are being achieved for their outlay of funds for advertising and promotion. This paper gives some experimental designs that have been successfully used in quantitatively measuring the effects of specific promotional efforts.
On the Schwerin Analyses of Advertising Effectiveness
Authors: Fothergill J. E. , Ehrenberg A. S. C.
Published: November 2018

This article is a critique of reported analyses relating market shares to both advertising expenditure and measures of the Schwerin system of testing TV commercials. Technical difficulties are found with the particular data and analyses procedures, and with the claimed interpretations. The observed association between the Schwerin test measures and market shares is weak, and quite generally the broad kind of data analysed is irrelevant to the question of whether the Schwerin system is valid or not.
Criteria for Media Comparisons: A Critique
Authors: Smith Stewart A.
Published: November 2018

Current media comparisons involve two broad types of criteria: measures of audience characteristics and measures of media impact. The assumptions underlying each criterion are discussed and evaluated. A case is made for two additional criteria for media comparisons: audience persuasibility and amount of competitive advertising. Suggestions for future media comparisons are also given.
Concluding Comments on the Schwerin Analyses of Advertising Effectiveness
Authors: Fothergill J. E. , Ehrenberg A. S. C.
Published: November 2018

These two sets of comments conclude the discussion of the validity of the Schwerin Analyses of Advertising Effectiveness presented in the preceding issue.
Mail-Administered Questionnaires: A Success Story
Authors: Francel E. G.
Published: November 2018

This note summarizes the writer's experience over a two-year period with 14 industrial and consumer mail surveys. Several suggestions are offered for increasing the rate of return on mail questionnaires, including a friendly cover letter and a short questionnaire.
Monetary Inducements and Mail Questionnaire Response
Authors: Wotruba Thomas R.
Published: November 2018

Nonresponse and incomplete response are two mail questionnaire problems. This article describes how two different monetary inducements meet these problems, as compared with no inducement.
Influence of Preliminary Contact on Mail Returns
Authors: Stafford James E.
Published: November 2018

Attempts to improve mail returns usually take place either at the time the respondent receives the questionnaire, or at the time when he is considered a nonrespondent. In this study, the author evaluates the effects of two types of preliminary contacts—advance letters and phone calls—on questionnaire returns.
Market Segmentation: Group versus Individual Behavior
Authors: Bass Frank M. , Tigert Douglas J. , Lonsdale Ronald T.
Published: November 2018

The argument that socioeconomic variables do not provide an adequate basis for market segmentation of grocery products is disputed. A theoretical framework for segmentation measurement in terms of group behavior is developed and applied to survey data.
Dynamic Warehouse Location Analysis
Authors: Ballou Ronald H.
Published: November 2018

In a rapidly changing economy, warehouse location is a dynamic decision problem. Yet most existing location models used to solve the problem are static. In this article, solutions from these static location models are used with the techniques of dynamic programming to find a dynamic optimum warehouse location-relocation plan.
Controlling Risk and Return in the Management of a Sales Team
Authors: Layton Roger A.
Published: November 2018

Is it possible to evaluate the payoff from a prospective customer and then use this to decide how to allocate the effort of a sales team? The answer is yes, but to be realistic some measure of the risks involved in heavy commitments to a few prospects must be considered. This article examines some aspects of the management of a sales force handling specialized goods, such as computers.
Adaptive Behavior in Automobile Brand Choices
Authors: May Frederick E.
Published: November 2018

This article postulates that consumer decisions to repurchase or change a currently owned automobile make are determined by the sequence of the consumer's previous ownership experiences with present and past makes. The hypothesis is supported by analysis of a sample of new car purchasers.
A Behavioral Simulation of the Agency-Client Relationship
Authors: Pollay Richard W. , Swinth Robert L.
Published: November 2018

In a laboratory study the agency-client interaction was viewed as a multiperson negotiations relationship. Models tested showed different amounts of (1) trust in the agency's presentations, (2) memory of past agency behavior, and (3) “rational” decision making (versus attempts to influence socially). Failure of agencies to keep their promises precipitates adoption of memory strategies, but subjects rarely show a complete lack of trust in an agency's presentation.
A Computer Simulation Model for Selecting Advertising Schedules
Authors: Gensch Dennis H.
Published: November 2018

The Ad-Me-Sim model describes a decision system for selecting the appropriate media vehicles for a given advertising message. Five sets of weekly and cumulative outputs are used as criteria for determining which vehicles are most appropriate. The model also contains a heuristic subroutine that suggests appropriate media schedules when given the advertising goals of the user.
Determinants of Buyer Response to Physical Distribution Service
Authors: Willett Ronald P. , Stephenson P. Ronald
Published: November 2018

Present models for prescribing the configuration of a firm's physical distribution system generally fail to consider order service time as a variable, though there is reason to believe buyers are influenced by service time differentials among suppliers. This article attempts to clarify how retailers discriminate among levels of service time available.
Interest Patterns and Product Preferences: An Exploratory Analysis
Authors: Pennington Allan L. , Peterson Robert A.
Published: November 2018

An examination of the relationships between selected product preferences and interest patterns showed that people preferring certain products could be accurately characterized in terms of their people-nonpeople interest orientations.
The Effect of Advertising on Liquor Brand Sales
Authors: Simon Julian L.
Published: November 2018

This study estimates the revenue and profit generated by increments of advertising expenditures for liquor brands. Various distributed-lag regressions were fitted to ten-year periods for 15 brands ranging from small to largest. Found were annual retention rates around .75, and a logarithmic response function. Perhaps most important, this technique, pioneered by Telser and Palda, is again found useful.
Multidimensional Scaling: An Introduction and Comparison of Nonmetric Unfolding Techniques
Authors: Green Paul E. , Carmone Frank J.
Published: November 2018

First this article describes some of the basic concepts of multidimensional scaling of similarities and preference data and provides a short description of its historical development. Then it reports an empirical comparison of three computer programs for unfolding preference data to “recover” a stimulus configuration (independently obtained). Results indicate differences among the resulting configurations that reflect the influence of differential weighting of “perceptual” dimensions in the context of preference.
Factorial Design in a Pricing Experiment
Authors: Barclay William D.
Published: November 2018

This article describes an application of factorial design and analysis to a pricing experiment. The general approach appears promising for marketing experimentation involving multiple factors, particularly those in which factor interactions are anticipated.
Prepurchase Information Seeking Behavior of New Car Purchasers—The Learning Hypothesis
Authors: Bennett Peter D. , Mandell Robert M.
Published: November 2018

This article reports the results of an empirical test of hypotheses derived from learning theory in an attempt to explain prepurchase information seeking behavior in terms of repeat purchase data. Experience alone, measured by the number of times the choice decision has been faced, appears not to affect information seeking behavior. Positively reinforced past choices, measured in aggregate or in sequence, decrease the amount of prepurchase information seeking in which consumers engaged.
Informal Social Group Influence on Consumer Brand Choice
Authors: Witt Robert E.
Published: November 2018

This article discusses the influence of small, informal social groups on member brand choice. Two determinants of group influence, cohesiveness and group knowledge of member behavior, were found to be significantly related to similarity of brand choice within groups. Variation across products in the susceptibility of purchase decisions to group influence is discussed.
An Empirical Test of the Howard-Sheth Model of Buyer Behavior
Authors: Farley John U. , Ring L. Winston
Published: November 2018

The Howard-Sheth buyer behavior model was cast in the form of a multiple-equation regression model for testing data on a grocery product in a specific market. Estimated structural parameters were generally consistent with the model's predictions, but some goodness-of-fit measures were weak. The model was useful for organizing this analysis of consumer behavior, but the test put extreme pressure on the data. Considerably improved data collection techniques and procedures will be needed before the full empirical potential of such models will be realized.
Multivariate Analysis of Sales Responses of Competing Brands to Advertising
Authors: Beckwith Neil E.
Published: November 2018

The sales responses of five competing brands to advertising were investigated, with parameters of the simple market response functions for all brands estimated jointly. The effectiveness of advertising was found to differ significantly among brands. Optimal advertising expenditures implied by the model were determined for each of the brands.
An Illustration of Cross-Spectral Analysis in Marketing
Authors: Barksdale Hiram C. , Guffey Hugh J.
Published: November 2018

Cross-spectral analysis has been used to study time-varying behavior in many fields; this article explains this new method of analysis and illustrates its use in marketing. Some problems encountered in using cross-spectral analysis are examined, and the usefulness of the technique in marketing is briefly discussed.
A Model of Intermediate Market Response
Authors: Maclachlan Douglas L.
Published: November 2018

Traditional market share models can be elaborated by combining nonstationary stochastic models of brand choice with econometric models. A variable Markov model is described which allows assessment of marketing decision variables’ influence on the underlying composition of market share.
The Functions of Political Advertising for Campaign Organizations
Authors: Sheinkopf Kenneth G. , Atkin Charles K. , Bowen Lawrence
Published: November 2018

Political ads aimed at the mass electorate served to bolster the morale and confidence of volunteer party workers during the 1970 Wisconsin gubernatorial campaign. Advertising also stimulated communication within the organization and provided a valuable source of information for persuasion activity. However, few campaign workers were recruited as a result of the ads.
The Relationship between Shelf Space and Unit Sales in Supermarkets
Authors: Curhan Ronald C.
Published: November 2018

In studying the impact of shelf space changes on unit sales, space elasticity was hypothesized to be a function of several product-specific variables, including physical properties, merchandising characteristics, and use characteristics. The model was tested using stepwise multiple regression, and it was found that the impact of shelf space on unit sales was very small relative to the effects of other variables.
A Least Squares Estimation Method for the Linear Learning Model
Authors: Wierenga Berend
Published: November 2018

The author presents a new method for estimating the parameters of the linear learning model. The procedure, essentially a least squares method, is easy to carry out and avoids certain difficulties of earlier estimation procedures. Applications to three different data sets are reported, as well as results from a goodness-of-fit test. A simulation study was carried out to validate the method. The outcomes are compared with those obtained from the minimum chi square estimation method. The results of the new method appear to be satisfactory.
Legal Constraints and Marketing Research: Review and Call to Action
Authors: Frey Cynthia J. , Kinnear Thomas C.
Published: November 2018

Marketing researchers operate in an environment which is ripe for legislation. Researcher-respondent privacy issues, unfair and deceptive practices among researchers, and the continual problem of “sugging,” or the impersonation of legitimate interviewers by sales agents, demand attention. The authors attempt to make marketing researchers more cognizant of current legislation and the potential implications of the Magnuson-Moss/Federal Trade Commission Improvement Act. Professionals in marketing research are called upon to respond in a positive and productive fashion to the public policy issues in their operating environment.
A Comparison of the Internal Validity of Alternative Parameter Estimation Methods in Decompositional Multiattribute Preference Models
Authors: Jain Arun K. , Acito Franklin , Malhotra Naresh K. , Mahajan Vijay
Published: November 2018

Since 1971, interest in the use of decompositional multiattribute preference models in marketing has been increasing. The applications have varied in terms of the type of data used, behavior predicted, and methods used for estimating parameters. The authors examine the effect of different data collection and estimation procedures on parameter estimates and their stability and validity. An actual data base is used. A detailed comparison is made of the alternative approaches of parameter estimation and suggestions are given for the potential users of decompositional multiattribute preference models.
A Test for Clusters
Authors: Arnold Stephen John
Published: November 2018

Tests for the presence of clusters are reviewed. An alternative test is derived that indicates whether data are other than unimodally or uniformly distributed. The test allows for at least 1,000 entities, 20 attributes, and 8 groups. The test is applied to data with known clusters and then to data gathered to solve a problem in lifestyle market segmentation.
The Attitude Pollimeter: A New Attitude Scaling Device
Authors: Lampert Shlomo I.
Published: November 2018

The Attitude Pollimeter is a new attitude scaling device, based on movable visual elements, which enables practically everyone to indicate his/her attitude on a continuous scale. It also has other desirable properties unavailable in other scales. Results of a study in which the new scale was compared with three other common scales are reported.
The Value of Information for Selected Appliances
Authors: Ratchford Brian T.
Published: November 2018

A model expressing the relation between gains to search and a consumer's preference function is developed. For four of five appliances to which the model was applied, extensive search would not be worthwhile for a consumer whose preferences approximate the market hedonic price function.
A Monté Carlo Comparison of Factor Analytic Methods
Authors: Acito Franklin , Anderson Ronald D.
Published: November 2018

Three factor analytic procedures, principal components analysis, image analysis, and alpha factor analysis, are compared by means of a Monté Carlo simulation. The simulation allows systematic tests of the ability of each method to recover prespecified factor patterns. Image and alpha analysis are found to be more accurate than principal components analysis, especially for the type of problem to which factor analysis is applied in marketing. Recommendations for applied research and suggestions for future methodological work are made on the basis of the study findings.
On Implementing the Door-in-the-Face Compliance Technique in a Business Context
Authors: Mowen John C. , Cialdini Robert B.
Published: November 2018

Two experiments were conducted to test the generality of the door-in-the-face compliance technique from nonbusiness to business contexts. Results indicate that the compliance-gaining procedure generalizes if a concession is emphasized by making the second request a smaller version of the first request rather than a new request, and if the second request is made large enough to avoid ceiling effects.
Market Response, Competitive Behavior, and Time Series Analysis
Authors: Hanssens Dominique M.
Published: November 2018

The author's principal objective is to present a framework for market analysis which specifically models primary demand, competitive reaction, and feedback effects of the market variables. The approach is an extension of earlier work by Clarke and by Lambin, Naert, and Bultez on the relationship among the elasticities of the marketing variables. The author develops this framework and formulates an approach for empirical applications based on principles of time series analysis. In particular, Granger's well-known causality definition is used in conjunction with Box-Jenkins analysis to find the nonzero elements in the marketing model. These principles are applied empirically to the case of a city pair of the U.S. domestic air travel market, where three major airlines compete on the basis of flight scheduling and advertising. The analysis reveals that flight scheduling has a market-expansive or a competitive effect, depending on the competitor, and that advertising does not have a significant impact on performance. In addition, several patterns of competitive reactions are found. The author offers observations on the theoretical and empirical aspects of this approach to marketing model building.
A Model-Free Approach for Analysis of Complex Contingency Data in Survey Research
Authors: Perreault William D. , Barksdale Hiram C.
Published: November 2018

Analysis and interpretation of higher order cross-tabulation data are of recurring concern in marketing research. The authors present a parsimonious new approach to this data analysis problem. Specifically, a model-free approach is proposed which helps to identify differences in the response distribution of a criterion variable based on segments of respondents defined by characteristics of the predictor variables. The approach, which relies on Bonferroni adjusted chi square statistics to direct a sequential search process, is illustrated in a segmentation analysis of data from a national consumer survey. The results of analyzing the same data by using AID and LOGIT procedures are also examined. The article concludes with a discussion of potential applications, limitations, and extensions of the new approach.