bluuebunny/crossref_metadata_2025 huggingface dataset:
That’s Not So Bad, I’ll Eat More! Backfire Effects of Calories-per-Serving Information on Snack Consumption
Authors: Tangari Andrea Heintz , Bui My (Myla) , Haws Kelly L. , Liu Peggy J.
Published: November 2018

This research investigates how provision of calories-per-serving information on serving size labels affects snack consumption quantity. Drawing from expectancy-disconfirmation theory, this research shows that providing calories-per-serving information can ironically create a consumption backfire effect (consumers eat more when presented with calories-per-serving information) for snacks perceived as unhealthy but not for snacks perceived as healthy. The authors find that this effect arises when calorie expectations are higher than the posted calories-per-serving level—a frequent occurrence due to stated serving sizes that are typically smaller than amounts consumed in one sitting. The authors also show that attention to calorie information plays a key role such that the backfire effect occurs among consumers who pay more attention to calorie information. Furthermore, motivational factors including individual differences and perceptions of the risk associated with consuming a snack also play a role in driving consumption differences. The authors offer managerial, policy, and consumer welfare implications, including proposing and testing larger stated serving sizes as an intervention.
Growth and Profits through Planned Marketing Innovation
Authors: Levitt Theodore
Published: November 2018

Too many companies handle the vital task of exploring and developing new marketing procedures on a hit-or-miss basis. As a result, they miss more potentials than they hit.

This article explains why that happens. It also tells how to organize this type of activity in a way that will make it most productive.
The Distribution of Industrial Electrical Products
Authors: Lewis Edwin H.
Published: November 2018

The industrial segment of the electrical industry has carved out some time-tested methods of distribution.

But the flood of new products and the intensified price competition in many lines is threatening established marketing channels. The author discusses the challenge to the middlemen engaged in the distribution of these products.
Test Marketing of New Consumer Products
Authors: Ladik Frank , Kent Leonard , Nahl Perham C.
Published: November 2018

Why should new consumer products be tried out in test markets? This article points out things to do, and things to avoid.

The design, control, and evaluation of test-marketing programs are outlined in terms of proper selection of markets, adequacy of the design for measuring results, and optimum length of tests. Number of markets, measurements needed at each stage of testing, and cost and timing considerations are discussed.
Mathematical Models of Market Simulation
Authors: Schenk Oliver B.
Published: November 2018

Marketing-research people are becoming increasingly interested in the various mathematical simulation techniques and models being developed, both in universities and in business firms. Many of these techniques are being used to solve marketing research problems that previously have been unsolvable, or “solved” by the “seat-of-the-pants” method.

Here are some specific examples of the use of business-strategy exercises.
The Marketing Strategy of Planned Visual Communications
Authors: Stahl Gerald
Published: November 2018

Frequently misrepresented, the concept of “corporate identity” is misunderstood by many marketing executives.

This brief article defines the subject, details the concrete techniques involved, and outlines the realistic marketing benefits that company management can expect from a controlled plan of Visual Communications.
True Correlates of Automobile Shopping Behavior
Authors: Evans Franklin B.
Published: November 2018

In the October, 1962, JOURNAL OF MARKETING Franklin B. Evans presented data as to kinds of shopping behavior exhibited by automobile purchasers. The October, 1963, issue contained a three-fold critique by Joseph R. Murphy of the Evans article.

Here is the Evans reply to the Murphy reply to the original article by Evans.
Are you Really Planning your Marketing?
Authors: Winer Leon
Published: November 2018

What is wrong with the marketing planning methods many companies use? Can something useful be learned by examining the procedures of leading companies and reviewing the literature of planning? What should a company do NOW to improve its marketing planning?
Behavioral Science Offers Fresh Insights on New Product Acceptance
Authors: Shaw Steven J.
Published: November 2018

In spite of enormous sums of money spent for research and development, an estimated 90% of all new products fail within four years of their introduction.

The explanation, says the author, is not that consumer behavior is fickle and unpredictable, but rather that marketing managers do not fully understand the processes by which consumers accept or reject an innovation. In this article he indicates what the contributions of the behavioral sciences might be.
A Shift in the Point-of-Purchase?
Authors: Naimark George M.
Published: November 2018

The prospective customer who feels the necessity of making his own personal evaluation of merchandise usually makes the retail establishment his point-of purchase. However, as the customer increases his willingness to rely on others for shopping information and guidance, his point-of-purchase can shift away from the store and into the home or office.

The author shows why this is happening and he gives some interesting implications. Other factors contributing to such a shift, and the implications of the growth of this away-from-the-store shopping are also discussed.
What is the Next Breakthrough in Research?
Authors: Gordon Howard L.
Published: November 2018

Many of the tools that marketing researchers have can help to overcome selling obstacles. But what does it matter how precise their techniques are if researchers cannot persuade managements how and when to use these techniques?

Nothing happens until somebody sells something. This applies to marketing research, too.
Concepts in Comparative Retailing
Authors: Cundiff Edward W.
Published: November 2018

An increasing volume of descriptive material about marketing in various nations has become available in recent years; few attempts have been made to generalize about all nations.

This article, focusing on one aspect of this broad problem, presents a framework for generalizing about retail operating methods in different marketing systems.
“Is Marketing a Science?” Revisited
Authors: Taylor Weldon J.
Published: November 2018

The term “marketing concept” probably stimulates more interest today than “marketing principles.”

Does this less definitive approach impair the hopes of those who aspire to have marketing accepted as a science? Or is it conceivable that the term “science” itself should be viewed in a new perspective?

This article favors the latter thesis. And this view should encourage marketing men to employ more scientific resources in quest of more effective marketing management.
The Low Prestige of Personal Selling
Authors: Mason John L.
Published: November 2018

The low social standing of persona I selling is acutely familiar to salesmen, sales managers, and marketing teachers. But the solution to the problem has been an elusive one.

Here is a way of placing the problem in its proper perspective, and of removing some of the myths about selling.
Opportunities and Responsibilities of the Franchised Automobile Dealer
Authors: Phelps D. Maynard
Published: November 2018

This is a sophisticated discussion of the significant changes that have taken place in the automobile industry during the past few years, and the ones that are probably about to take place.

If franchised dealers plan well with respect to the changes likely to come, they will have unusual opportunities for successful operation, as this article shows.
The Refounding Process in Business
Authors: Galvin Robert W.
Published: November 2018

When a company takes on a change in targets, a change in the markets it satisfies, or a change in products, that triggers the re-founding process — a more complex process than the typical process called growth.

And marketers can find an exciting challenge in this refounding process.
Marketing in the Iron Curtain Countries
Authors: Moyer Reed
Published: November 2018

What are the implications of a shift in the Iron Curtain countries toward marketing? How will they affect marketing functions and institutions?

The author shows the weaknesses in the existing planned systems, and he charts the future of what may develop.
What is Meant by Services?
Authors: Rathmell John M.
Published: November 2018

The marketing discipline has been concerned primarily with GOODS. Yet SERVICES are claiming an increasing share of the consumer's dollar. This author argues that marketing people should direct more of their attention to the services sector.

What are the marketing characteristics of services? Are goods solely goods—services solely services? Is not the marketing of services by government agencies an appropriate province for marketing analysis? These are some of the questions considered here.
Social Marketing: The Family Planning Experience
Authors: El-Ansary Adel I. , Kramer Oscar E.
Published: November 2018

Marketing is a field in transition. In recent years, its spectrum has broadened to involve marketing of social causes. So far, we have been flooded with literature and discussions of the theoretical underpinnings of broadening the concept of marketing. There seems to be a greater need now to examine available evidence of “broadening type” applications, especially in the most controversial area of “social marketing.” This is a report on a social marketing application. It explores the application of marketing technology in family planning.
Discrimination and Middle Class Minority Consumers
Authors: Griffin Waylon D. , Sturdivant Frederick D.
Published: November 2018

Studies of the role of race and ethnicity in marketplace discrimination have been quite limited to date. This article reports on a field experiment involving middle-income Anglo-whites, blacks, and Chicanos in the mobile home marketplace.
What Techniques are Used by Marketing Researchers in Business?
Authors: Greenberg Barnett A. , Goldstucker Jac L. , Bellenger Danny N.
Published: November 2018

How does your use compare with that of industry generally?
Breaking Free from Product Marketing
Authors: Shostack G. Lynn
Published: November 2018

Service marketing, to be effective and successful, requires a mirror-opposite view of conventional “product” practices.
Environmental Uncertainty and Buying Group Structure: An Empirical Investigation
Authors: Spekman Robert E. , Stern Louis W.
Published: November 2018

This research presents both a conceptual and a methodological framework for examining organizational buying behavior from a multiperson level of analysis. Focusing on those organizational members who participate in the procurement decision making process, this research investigates the buying group's adaptive structural configuration in response to varying levels of environmental uncertainty.
Pricing the Product Line during Periods of Scarcity
Authors: Monroe Kent B. , Zoltners Andris A.
Published: November 2018

This paper discusses the inadequacy of the gross margin criterion for pricing a product line during times of resource scarcity. A decision criterion called the contribution-per-resource unit is developed and applied when a firm desires to maintain the product line's current prices. A pricing and product-mix determination procedure is illustrated for firms wishing to analyze the effects of potential price increases.
A Marketing Audit using a Conceptual Model of Consumer Behavior: Application and Evaluation
Authors: Tybout Alice M. , Hauser John R.
Published: November 2018

This paper examines the role that conceptual models of consumer behavior can play in a marketing audit. Research employing a model of consumer decision making (an expanded version of a normative model developed by Hauser and Urban), to assess the market position of a public transportation system, is reported. Use of this model to design and select strategy and to reassess market position after strategy implementation also is illustrated. The advantages and limitations of this approach to decision making are discussed.
American Jewish Ethnicity: Its Relationship to Some Selected Aspects of Consumer Behavior
Authors: Hirschman Elizabeth C.
Published: November 2018

The ethnicity literature within marketing has infrequently considered relevant subcultural norms in the derivation of hypotheses, the strength of ethnic identification in the grouping of subjects, and the investigation of ethnic groups other than blacks. The present research tests five hypotheses concerning Jewish ethnicity. It was found that Jewish subjects in two cohort samples differed significantly from non-Jewish subjects in childhood exposure to information, adulthood information seeking, product innovativeness, product information transfer, and cognitive characteristics relevant to consumption information processing.
Consumer (Mis)Perceptions and usage of Third Party Certification Marks, 1972 and 1980: Did Public Policy have an Impact?
Authors: Laric Michael V. , Sarel Dan
Published: November 2018

This article reviews the provision of information on third party certification marks to consumers, focusing on the potential for misperceptions. Two consumer studies are employed to examine the changes in consumers’ perceptions and usage of one certification mark in 1972 and 1980. The relationships between misperception of the marks and usage were positive in both years. In spite of public policy, which impacted the information content of certification marks, significant consumer misperceptions of the certification mark examined still exist.
Distinguishing among Competing Theories of the Market Share Effect
Authors: Jacobson Robert
Published: November 2018

Empirical studies assessing the role of market share in influencing profitability have been challenged because of their inability to distinguish among competing hypotheses. The author addresses this concern by estimating a reduced form model of profitability. The estimated reduced form, producing market share coefficients indistinguishable from zero, is consistent with an underlying structural model with no direct market share effect. The bivariate correlation between market share and ROI arises primarily from a failure to control for the unobservable factors contemporaneously influencing both variables and inducing serial correlation in ROI models. An alternative structural model that both contains a substantial market share effect and is consistent with the estimated reduced form is not apparent.
New Product Diffusion Models in Marketing: A Review and Directions for Research
Authors: Mahajan Vijay , Muller Eitan , Bass Frank M.
Published: November 2018

Since the publication of the Bass model in 1969, research on the modeling of the diffusion of innovations has resulted in a body of literature consisting of several dozen articles, books, and assorted other publications. Attempts have been made to reexamine the structural and conceptual assumptions and estimation issues underlying the diffusion models of new product acceptance. The authors evaluate these developments for the past two decades. They conclude with a research agenda to make diffusion models theoretically more sound and practically more effective and realistic.
Market Orientation: The Construct, Research Propositions, and Managerial Implications
Authors: Kohli Ajay K. , Jaworski Bernard J.
Published: November 2018

The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and provide a foundation for future research by clarifying the construct's domain, developing research propositions, and constructing an integrating framework that includes antecedents and consequences of a market orientation. They draw on the occasional writings on the subject over the last 35 years in the marketing literature, work in related disciplines, and 62 field interviews with managers in diverse functions and organizations. Managerial implications of this research are discussed.
Identifying Sources of Turnover Costs: A Segmental Approach
Authors: Darmon René Y.
Published: November 2018

The author proposes an analytical framework for assessing the costs of various sources of salesforce turnover (promotions, voluntary leaving, firing, and uncontrollable turnover) for salespeople with given characteristics (age, tenure, education, etc.). The main costs of salesforce turnover are taken into account, especially the costs of separation, recruiting and selection, training, vacant territory, and skill differential, as well as operating costs. Because the proposed procedure can be applied to any subgroup of salespeople, managers can use it to select the salesforce segments that are the most promising in terms of cost savings and can design specific turnover-reducing programs for those segments. The procedure is illustrated with a case study.
The Effect of a Market Orientation on Business Profitability
Authors: Narver John C. , Slater Stanley F.
Published: November 2018

Marketing academicians and practitioners have been observing for more than three decades that business performance is affected by market orientation, yet to date there has been no valid measure of a market orientation and hence no systematic analysis of its effect on a business's performance. The authors report the development of a valid measure of market orientation and analyze its effect on a business's profitability. Using a sample of 140 business units consisting of commodity products businesses and noncommodity businesses, they find a substantial positive effect of a market orientation on the profitability of both types of businesses.
Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships
Authors: Noordewier Thomas G. , John George , Nevin John R.
Published: November 2018

Purchasing arrangements for repetitively used industrial supplies assume many different forms. Drawing on transaction cost analysis, the authors advance a conceptual framework that organizes these arrangements along a continuum of relationships. They use data from a survey of 140 OEM purchasers of bearings to demonstrate that performance in terms of acquisition costs is enhanced when, under conditions of uncertainty, firms introduce more relational elements into their purchasing arrangements. Possession cost performance improved when larger volumes of bearings were purchased. Implications for theory and practice are discussed.
Contextual Effects of Reference Prices in Retail Advertisements
Authors: Biswas Abhijit , Blair Edward A.
Published: November 2018

Reference prices, which are extensively used in retail advertisements, have received considerable research attention over the last 15 years. The authors examine how reference prices in advertisements affect consumers’ price beliefs and behavioral intentions in different contexts. A model of reference price effects is proposed and tested. The model facilitates explanation of anomalous findings in previous research.
Explanations for Successful and Unsuccessful Marketing Decisions: The Decision Maker's Perspective
Authors: Curren Mary T. , Folkes Valerie S. , Steckel Joel H.
Published: November 2018

The authors investigate the attributional processes involved in marketing planning. Using MARKSTRAT, a marketing simulation game, as a research setting, they find that decision makers are likely to have self-serving biases in their causal attributions for performance. The attributions are related to marketing decision makers’ intrinsic incentives to succeed, expectations of future performance, and planning behavior.
Do Norms Matter in Marketing Relationships?
Authors: Heide Jan B. , John George
Published: November 2018

Transaction cost analysis is rapidly becoming an important theoretical paradigm in marketing. However, the accumulation of transaction cost studies has been accompanied by a growing body of criticism, primarily directed toward its underlying behavioral norm of opportunism. That norm is a serious theoretical deficiency, not only because it may be descriptively inaccurate, but also because it limits the applicability of the theoretical framework. The authors show that norms play a very significant role in structuring economically efficient relationships between independent firms. In the absence of supportive norms, it is not possible for parties whose specific assets are at risk to acquire vertical control as per the transaction cost prescription. Instead, those parties lose control because of their dependence. An empirical test of the conceptual model in a sample of manufacturer-supplier relationships shows good support for the authors’ hypotheses.
Channel Selection for New Industrial Products: A Framework, Method, and Application
Authors: Rangan V. Kasturi , Menezes Melvyn A. J. , Maier E. P.
Published: November 2018

The authors present a framework and method for addressing the new product channel choice decision and demonstrate its use with an application for a new industrial product. First, on the basis of extant literature, they disaggregate a distribution channel into eight functional components. These functions are representative of the various product-market factors influencing channel choice. Next, they offer a three-step method that involves (1) obtaining evaluations of the new product on each function from several experts, (2) analytically combining those evaluations, and (3) identifying the channel alternative that effectively and efficiently addresses customer requirements of those functions. This method requires extensive management participation to facilitate its implementation. Finally, the authors provide an illustrative application to demonstrate its managerial usefulness.
Boundary Role Ambiguity: Facets, Determinants, and Impacts
Authors: Singh Jagdip
Published: November 2018

The study of the organizational determinants of role ambiguity among sales and marketing professionals and its dysfunctional impact on job outcomes is an important area of research in marketing. Recently, researchers have identified several gaps in the literature in this area, including (1) substantial variability in results across studies and (2) lack of studies that conceptualize (and operationalize) role ambiguity as a multifaceted construct. As an initial step, the author uses a multifaceted conceptualization of role ambiguity to investigate a model that includes key organizational determinants and job outcomes. Using data from multiple samples of sales and marketing professionals, the author estimates, augments, and validates the hypothesized model. The results show that multifaceted role ambiguity (1) helps uncover functional facets of role ambiguity (e.g., family) that facilitate coping with other ambiguous facets, (2) unravels the sensitivity of role ambiguity facets to different organizational determinants, and (3) offers evidence of differential potency because the different role ambiguity facets exhibit different potency in predicting the various job outcomes. Several directions for enriching theory about the role ambiguity phenomenon are provided and implications for practitioners are discussed.
Organizing Successful Co-Marketing Alliances
Authors: Bucklin Louis P. , Sengupta Sanjit
Published: November 2018

Co-marketing alliances between firms afford fresh opportunity for strategic advantage. Data from 98 alliances show that gains in effectiveness can be obtained by reducing power and managerial imbalances. Careful project selection and better matching of potential partners also help to enhance alliance effectiveness.
Share and Growth Are Not Good Predictors of the Advertising and Promotion/Sales Ratio
Authors: Ailawadi Kusum L. , Farris Paul W. , Parry Mark E.
Published: November 2018

Researchers have tried for several years to explain variations in advertising and promotion/sales (A&P/S) ratios across brands, product-market categories, firms, and industries. Market share (MS) and market growth (MG) have been included as explanatory variables in almost all of these studies. A recent article by Balasubramanian and Kumar (1990) presents a parsimonious yet powerful model explaining A&P/S ratios using these two variables and their interaction. Though the MG-MS matrix provides a possible rationale for the use of these variables in an interaction model, the authors argue that it is more consistent with strategic business unit (SBU)-level data than firm data. They attempt to replicate the model with two other data sets (SBU and brand data) as well as a version of the firm data used in the original study. Being unable to find empirical support for the model with any of the three data sets, they argue that further research should rely on other variables.
Waiting for Service: The Relationship between Delays and Evaluations of Service
Authors: Taylor Shirley
Published: November 2018

Delays in service are becoming increasingly common; yet their effects on service evaluations are relatively unknown. The author presents a model of the wait experience, which assesses the effects of delay duration, attribution for the delay, and degree to which time is filled, on affective and evaluative reactions to the delay. An empirical test of the model with delayed airline passengers reveals that delays do affect service evaluations; however, this impact is mediated by negative affective reactions to the delay. The degree to which the service provider is perceived to have control and the degree to which the delayed customer's time is filled also indirectly affect service evaluations, mediated by the customers’ affective reactions of uncertainty and anger.
Evolving Patterns of Organizational Beliefs in the Formation of Strategy
Authors: Frankwick Gary L. , Ward James C. , Hutt Michael D. , Reingen Peter H.
Published: November 2018

By examining marketing's strategic role through the lenses of managers operating throughout the organizational structure, researchers and strategists can gain special insights. Adopting a structural-cognitive perspective, the authors employed a longitudinal design, coupled with snowball sampling, to explore the beliefs and changes in beliefs of key actors in a major strategic decision. The results show a dramatic conflict across functions in the interpretation of a proposed new strategy and its consequences. The authors conclude with a discussion of the implications of the results for the study of managerial thought worlds, organizational learning, and strategy development.
National Boundaries, Border Zones, and Marketing Strategy: A Conceptual Framework and Theoretical Model of Secondary Boundary Effects
Authors: Clark Terry
Published: November 2018

Although national boundaries figure centrally in the definition of international marketing, the topic has not been explored fully. The author attempts to remedy this by surveying national boundary concepts and introducing a theoretical model and propositions describing the influence land boundaries have on actors in their immediate vicinity, the border zone. Dynamic national systems meet at national boundaries, and the resulting discontinuities produce spatial complexities critically important to marketing behavior in the border zone. Implications for market strategies and government policy are provided.
Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity
Authors: Kent Robert J. , Allen Chris T.
Published: November 2018

Although consumers often encounter ads for familiar brands, previous advertising interference studies have used ads for low-familiarity brands. The authors focus on brand familiarity's role in increasing ad memorability and moderating competitive interference. They conducted a factorial experiment varying the familiarity of brands featured in test and competing ads. With differences in ad executions, prior exposure, processing objectives, and exposure time experimentally controlled, subjects displayed substantially better recall of new product information for familiar brands. Their findings suggest that established brands have important advantages in advertising: Consumers should be more likely to recall ad information, and their memory should be less affected by exposure to competitors’ ads. The authors conclude with implications for the marketing of new and mature brands.
Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality
Authors: Richardson Paul S. , Dick Alan S. , Jain Arun K.
Published: November 2018

The authors examine the relative importance of extrinsic versus intrinsic cues in determining perceptions of store brand quality in an experiment using a sample of 1564 shoppers for five products. Results of the experiment suggest that consumers’ evaluations of store brand grocery items are driven primarily by the extrinsic cues that these products display rather than intrinsic characteristics. In addition, the authors found that a value for money orientation taken by retailers in the marketing of their private label lines may represent a suboptimal strategy; they recommend a quality orientation.
The Capabilities of Market-Driven Organizations
Authors: Day George S.
Published: November 2018

Considerable progress has been made in identifying market-driven businesses, understanding what they do, and measuring the bottom-line consequences of their orientation to their markets. The next challenge is to understand how this organizational orientation can be achieved and sustained. The emerging capabilities approach to strategic management, when coupled with total quality management, offers a rich array of ways to design change programs that will enhance a market orientation. The most distinctive features of market-driven organizations are their mastery of the market sensing and customer linking capabilities. A comprehensive change program aimed at enhancing these capabilities includes: (1) the diagnosis of current capabilities, (2) anticipation of future needs for capabilities, (3) bottom-up redesign of underlying processes, (4) top-down direction and commitment, (5) creative use of information technology, and (6) continuous monitoring of progress.
The Comparative Advantage Theory of Competition
Authors: Hunt Shelby D. , Morgan Robert M.
Published: November 2018

A new theory of competition is evolving in the strategy literature. The authors explicate the foundations of this new theory, the “comparative advantage theory of competition,” and contrast them with the neoclassical theory of perfect competition. They argue that the new theory of competition explains key macro and micro phenomena better than neoclassical perfect competition theory. Finally, they further explicate the theory of comparative advantage by evaluating a market orientation as a potential resource for comparative advantage.
Inducing Multiline Salespeople to Adopt House Brands
Authors: Anderson Erin , Robertson Thomas S.
Published: November 2018

How can multiline providers induce their salespeople to sell house brands? Using both unobtrusive measures (archival data) and direct questions, the authors model the extent to which salespeople adopt house brands, as well as the salesperson's perception that selling house brands can pose contractual hazards and his or her dependence upon the employer. Results indicate that adoption of house brands is most pronounced for salespeople who are habitually successful, are more dependent on the firm, or receive high levels of company training. In contrast, salespeople who resist house brands perceive that selling these products threatens their customer bond, have greater experience as a salesperson, and are more oriented to external than to internal sources of information. The authors discuss implications of the findings in terms of developing ways for multiline providers to manage independent-minded salespeople.
Can Repeating an Advertisement More Frequently than the Competition Affect Brand Preference in a Mature Market?
Authors: D'souza Giles , Rao Ram C.
Published: November 2018

Would regular users of established brands be susceptible to the influence of advertisements that are repeated more than the competition, even if they have heard the advertisements before? The authors conducted an experiment to find out. They paid careful attention to ecological validity and accurate preference measurement, designing an experiment to measure the incremental effect of advertising repetition on awareness, preference shifts, and brand choice. They discuss the results of the experiment in terms of implications for managers, further research on advertising repetition, and theory development.
Going to Extremes: Managing Service Encounters and Assessing Provider Performance
Authors: Price Linda L. , Arnould Eric J. , Tierney Patrick
Published: November 2018

The authors advance a framework for analysis and comparison of service encounters using three neglected dimensions—duration, affective content, and spatial proximity. They focus on service encounters that fall at the extreme of these three dimensions, termed extended, affectively charged, intimate (EAI) encounters. Employing qualitative and quantitative data, they develop measures of service provider performance and test a structural model of the relationships among service provider performance, affective response and service satisfaction for EAI encounters.
Order of Entry and Business Performance: An Empirical Synthesis and Reexamination
Authors: Szymanski David M. , Troy Lisa C. , Bharadwaj Sundar G.
Published: November 2018

One stream of research for order of entry effects focuses on the possibility that the order of entry exerts a direct impact on business performance. A second stream of research, the contingency perspective, debates the merits of whether the order of entry, in combination with other market strategy and marketplace variables, is what actually drives business performance. The findings from studies focusing on possible direct effects offer only mixed evidence in favor of a pioneering advantage. The contingency perspective, however, has not been subjected to systematic, empirical scrutiny. Against this backdrop, the authors conduct a meta-analysis of the pioneering-market share findings and an examination of the contingency perspective of order of entry effects. The findings from the meta-analysis reveal that, on average, earlier entry is associated with greater market share. The findings from the contingency analysis, however, offer evidence suggesting that the contingency perspective is the more valid perspective for capturing the association between order of entry and market share. The authors discuss the theoretical and managerial implications of their findings and several directions for further research.
Premarket Forecasting of Really-New Products
Authors: Urban Glen L. , Weinberg Bruce D. , Hauser John R.
Published: November 2018

The authors illustrate how a firm can face the challenge of forecasting consumer reaction for a really-new product. For the case of an electric vehicle, the authors describe how one firm combines managerial judgment and state-of-the-art market measurement to determine whether (1) the really-new product would be a viable business venture at its target launch date, (2) the firm should plan for improvements in technology that would reduce price and/or increase benefits enough so that the business venture would be profitable, or (3) the firm should stop development. The new market measurement system combines existing methods with a multimedia virtual-buying environment that conditions respondents for future situations, simulates user experience, and encourages consumers to actively search for information on the product. The authors comment on the advantages and disadvantages of the methodology and summarize the lessons they have learned from this application.
Dimensions and Types of Supervisory Control: Effects on Salesperson Performance and Satisfaction
Authors: Challagalla Goutam N. , Shervani Tasadduq A.
Published: November 2018

The authors extend the conceptual work of Anderson and Oliver (1987) and Jaworski (1988) on control in three ways. First, they account for the independent effects of the reinforcement dimension of control, in addition to the information dimension traditionally studied. Second, to reflect the varied behaviors that supervisors attempt to control, they disaggregate behavior control into activity control and capability control. Third, they delineate the direct and mediated effects of control on salespeople. Their proposed framework was tested with data collected from 270 salespeople in five industrial product divisions of two Fortune 500 companies. The findings suggest that managers must carefully match controls-in-use with desired results. Overall, the results show that information and reinforcement effects vary, which suggests the need to distinguish between the information provided and the actual reinforcements administered to salespeople. They also show that activity and capability control have different effects and draw a sharp distinction between two types of behavior control. Finally, the results suggest that supervisory controls primarily have indirect effects on salesperson performance, but both direct and indirect effects on satisfaction
Interdependency, Contracting, and Relational Behavior in Marketing Channels
Authors: Lusch Robert F. , Brown James R.
Published: November 2018

The dependency structure between wholesale-distributors and their major suppliers is posited to influence the type of contract—explicit and normative—used. In turn, dependency structure and type of contract is hypothesized to influence wholesale-distributor performance. This process occurs both directly and indirectly through some intermediate constructs, such as long-term orientation, relationship length, and relational behavior. The authors investigate three dependency structures: wholesaler dependent on supplier, supplier dependent on wholesaler, and high bilateral dependency. They obtain empirical support for many of the hypothesized linkages.
Marketing Literature Review
Authors: Leonard Myron
Published: November 2018

This section is based on a selection of article abstracts from a comprehensive business literature database. Marketing-related abstracts from over 125 journals (both academic and trade) are reviewed by JM staff. Descriptors for each entry are assigned by JM staff. Each issue of this section represents three months of entries into the database. M wishes to thank UMI for use of the ABI/INFORM business database.

Each entry has an identifying number. Cross-references appear immediately under each subject heading.

The following article abstracts are available on-line from the ABI/INFORM database, which is published and copyrighted by UMI. For additional information about access to the database or about obtaining photocopies of the articles abstracted here, please call (800) 626-2823 or write to UMI, 300 N. Zeeb Rd. Ann Arbor, Ml 48106. Each article costs $10.75. Customers with deposit accounts of $200 or more pay $8.75 per article.
Smoking Scenes in Movies and Antismoking Advertisements before Movies: Effects on Youth
Authors: Pechmann Cornelia , Shih Chuan-Fong
Published: November 2018

In two experiments, the authors test rival theses regarding the effects of smoking in feature films on youths and the ability of antismoking advertising to nullify those effects. Eight hundred ninth graders watched either original movie footage with smoking or control footage with the smoking edited out. Emotional reactions were recorded during viewing, and smoking-related thoughts, beliefs, and intent were assessed afterward. The findings support the Forbidden Fruit thesis, in that smoking (versus nonsmoking) scenes positively aroused the young viewers, enhanced their perceptions of smokers’ social stature, and increased their intent to smoke. However, youths’ opinions were malleable, and showing them an antismoking advertisement before the film effectively repositioned the smoking from forbidden to tainted, thereby nullifying the aforementioned effects. No support was obtained for the Excitation Transfer theory, which predicts that the positive arousal evoked by movie scenes would transfer to smokers who were depicted in those scenes. The authors discuss policy implications for film content and antismoking advertising.
The Theory of Multimarket Competition: A Synthesis and Implications for Marketing Strategy
Authors: Jayachandran Satish , Gimeno Javier , Varadarajan P. Rajan
Published: November 2018

Multimarket competition refers to competitive situations in which the same firms compete against each other in multiple markets. The theory of multimarket competition suggests that the phenomenon of mutual forbearance may reduce the market-level intensity of competition between two firms when the multimarket contact between them (the number of markets in which they compete) increases. Mutual forbearance, a form of tacit collusion in which firms avoid competitive attacks against those rivals they meet in multiple markets, is proposed to occur because multi-market competition increases the familiarity between firms and their ability to deter each other. In this article, the authors examine how multimarket contact increases familiarity and deterrence. Furthermore, they provide an extension of the theory of multimarket competition by developing a conceptual model that identifies competitive and market factors that moderate the relationship between the degree of multimarket contact and the intensity of competition. The authors also examine the implications of multimarket competition for marketing strategy in the context of two marketing strategy issues: product line rivalry and entry strategy.
Operations Research in European Marketing
Authors: Ramond Charles K.
Published: November 2018

The writer reviews applications of mathematical models to European marketing problems selected because they foreshadow or complement comparable problems in the United States.
Market Research in the Development of a New Typewriter
Authors: Wolfsie Budd G.
Published: November 2018

A research pattern that required an unusual degree of coordination among the Marketing Research, Research and Development, Production Engineering, and Sales Promotion Departments characterized the market research conducted prior to the introduction of the new Royal office electric typewriter, the Electress. In this research, the findings of each phase of the over-all study were translated immediately into actual design modifications and later into the formulation of an effective demonstration for use by the sales force.
Combination of Survey Methods
Authors: Payne Stanley L.
Published: November 2018

Survey researchers in the past have tended to look upon personal interviews, telephone interviews, and mail questionnaires as alternative methods. Reported here is a home-use product test which utilizes all three methods in combination, each obtaining appropriate information from the same households.
Influence of Beer Brand Identification on Taste Perception
Authors: Allison Ralph I. , Uhl Kenneth P.
Published: November 2018

As a company tries to find the factors accounting for strong and weak markets, typical consumer explanations for both tend to be in terms of the physical attributes of the product. Carling Brewing Company used a relatively inexpensive experiment to help dichotomize contributing influences as being either product or marketing oriented and, also, to indicate the magnitude of the marketing influence for various brands. The experiment involved the use of groups of beer drinkers that tasted (drank) and rated beer from nude bottles and from labeled bottles.
Regularity of Reading
Authors: Broadbent Simon
Published: November 2018

People do not separate neatly into the categories of regular readers of a publication and non-readers: some read issues occasionally. This paper shows that it is important to have data on their regularity of reading. Different models describing this situation have been proposed. The paper suggests another family of distributions which has certain advantages. It shows how regularity can be used to help in choosing publications for a schedule. The advertiser's real concern, even more than in this information, lies in the exposure distribution for all the issues on his schedule of different publications. The paper indicates an analytic method for estimating this joint exposure distribution.
The Evaluation of Subjective Information
Authors: Brabb George J. , Morrison Edmund D.
Published: November 2018

This paper presents a model for the evaluation of individuals used as sources for subjective information. The evaluation is based upon the amount and nature of the individual's relevant experience and the consistency and completeness of the information he provides.
Product Test Results Using Three Different Methodologies
Authors: Bengston Roger , Brenner Henry
Published: November 2018

Consumer product testing is of growing importance as more consumer goods manufacturers test product changes and new products before going to the market place. But what of the techniques used for product testing? This article brings out that different testing techniques may produce different results.
Introducing Bias Intentionally into Survey Techniques
Authors: Tortolani Ray
Published: November 2018

➤Sometimes bias can be employed as a beneficial tool of marketing research techniques. This article describes a case study in which a form of bias was implemented in a consumer test to provide the answers to an acute marketing problem.
A Disaggregative Model for the Generation of Sales
Authors: Benishay Haskel
Published: November 2018

➤This paper views total sales as a two-phase random phenomenon: a randomly determined number of customers, and a randomly determined dollar size of an individual sale. Some properties of total sales so viewed are derived and possible applications in a marketing context are indicated.
Media Selection by Linear Programming
Authors: Brown Douglas B. , Warshaw Martin R.
Published: November 2018

➤Linear programming models for media selection have limited application because the function describing the aggregate response to additional inputs of advertising effort is generally non-linear. The authors present a general media mix model which assumes linear response and illustrate how the model can be modified to accommodate non-linearity while still using the revised simplex method as a solution algorithm.
Effects of Competing Messages: A Laboratory Simulation
Authors: Wells William D. , Chinsky Jack M.
Published: November 2018

This paper presents a series of experiments in which subjects were exposed to series of competing messages and were asked to make choices based on the messages they had received. Choice-making proved to be extremely senstive to certain properties of the pre-choice message streams. When some messages were delivered more often than others, choices were almost exactly proportional to each message's share of the message stream, up to a point of diminishing returns. In addition, messages proved most effective when delivered near the choice-point and when they were delivered in “flights” or “bursts.”
Characteristics of Owners of Thrift Deposits in Commercial Banks and Savings and Loan Associations
Authors: Claycamp Henry J.
Published: November 2018

Multiple discriminant analyses of consumer owners of thrift deposits in commercial banks and savings and loan associations show that measures obtained by a standard pencil-and-paper psychological test prove to be more effective than standard socioeconomic variables and asset balances in discriminating among consumer groups.