bluuebunny/crossref_metadata_2025 huggingface dataset:
Marketing Inference in the Behavioral Sciences
Authors: Zaltman Gerald
Published: November 2018

How can the behavioral sciences be used more effectively in marketing? What procedures should be followed? What are the inherent limitations confronting the marketer working with behavioral science tools? These and other questions are discussed. The process of scientific inference for marketing and the behavioral sciences is presented, and several reasons are offered for studying the behavioral sciences in a marketing context.
Post-transaction Communications and Dissonance Reduction
Authors: Hunt Shelby D.
Published: November 2018

Are certain post-transaction communications from a retailer to recent purchasers effective in assisting consumers in reducing cognitive dissonance? This question is evaluated. Also discussed are the possible benefits retailers might derive from providing post-transaction communications.
Attitudes toward Culture and Approach to International Advertising
Authors: Donnelly James H.
Published: November 2018

This article describes how U.S. international advertising managers view cultural differences and how they relate to approaches to international advertising.
The Image of Advertising Truth: Is Being Truthful Enough?
Authors: Becker Boris W.
Published: November 2018

This is a comment on “Truth and the Image of Advertising” which appeared in the October, 1969 issue of the JOURNAL OF MARKETING. The author appraises Professor Kottman's defense of advertising against charges of untruthfulness.
Advertising and the Black Community
Authors: Cohen Dorothy
Published: November 2018

An opportunity exists for advertising to improve its social image by giving more attention to the black community. The potential contributions of advertising lie not only in increased employment of blacks in advertising, but also in applying a market segmentation strategy which recognizes the heterogeneity of the black community.
Who Makes Marketing Decisions in the Multinational Firm?
Authors: Aylmer R. J.
Published: November 2018

Attention seldom is paid to the location of authority for marketing decisions within a particular multinational firm when problems of marketing on a multinational scale are considered. The extent of local management's autonomy for marketing decisions and certain organization forces within the firm, which appeared to affect this autonomy, are examined in this article. The field research is based upon the Western European operations of nine major U.S.-based consumer durable goods manufacturers.
Toward a Normative Science in Marketing
Authors: Robin Donald P.
Published: November 2018

The ethical desirability of the development of science in marketing is questioned in this article. The author mentions that the prime goal of scholars and practitioners of pursuing science in marketing raises problems and offers a solution to these problems.
Computer-aided Marketing Instruction
Authors: Fisk George
Published: November 2018

Computer-aided instruction (CAI) can be significant in achieving educational goals in marketing management development programs and in university marketing instruction. However, the human and financial costs of attaining these goals may prove prohibitive. Marketing educators should look before they leap into costly CAI programs. This article describes and evaluates current and potential CAI performance in marketing curricula.
Tracking Consumer Decision Making
Authors: O'Brien Terrence V.
Published: November 2018

What goes on in the mind of a consumer as he forms a purchase decision? To answer this question, the author uses a relatively new methodology with a computer for setting up and interpreting multiple time-period survey data. He examines the hierarchy-of-effects theory of consumer behavior with panel results for a convenience food brand.
Attitude Measurement under Conditions of Multiple Stimuli
Authors: Will R. Ted , Hasty Ronald W.
Published: November 2018

Behavioral scientists frequently develop techniques which may have possible applications in marketing. This article describes an exploratory study which seeks to utilize a multiple variable technique for attitude measurement. This technique was developed to examine cognitive conflict in learning situations.
The Dynamics of Commercial Structure in Central City Areas
Authors: Haines George H. , Simon Leonard S. , Alexis Marcus
Published: November 2018

The “adequacy” of retail shopping facilities for inner city residents is discussed in this article. Do inner city neighborhoods have the same retail store mix as other central city neighborhoods? Is exit and entry of store types the same for all neighborhoods? These questions are examined in depth for two inner city and two other city neighborhoods. Inner city neighborhoods in several U.S. cities are also compared.
Imbricative Marketing
Authors: Kaldor Andrew G.
Published: November 2018

Are consumer- and profit-orientations enough to insure a firm's success in the marketplace? The author questions these premises. He indicates that a gap exists between the recognition and satisfaction of customers’ needs and provides a framework intended to fill this gap in the marketing concept.
Life Style Patterns and Commercial Bank Credit Card Usage
Authors: Plummer Joseph T.
Published: November 2018

Are commercial bank card users more involved in community activities? Are male and female users interested in new trends? What role do charge cards play in the user's life style? What are the aspirations of card users? Life style research is utilized in this study to provide new insights into ways of marketing and advertising bank charge cards.
Consumption and the Problem of Time
Authors: Schary Philip B.
Published: November 2018

The author discusses the ways in which time enters into consumers’ product choices, how the consumer perceives the time involved in these choices, and the significance of adding consideration of time for marketing. Time is a neglected dimension in the study of consumer behavior in this article. The implications of time for marketing strategy are described, and new ways to look at both products and markets are suggested.
Graphology and Marketing Research: A Pilot Experiment in Validity and Inter-judge Reliability
Authors: Green Paul E. , Rao Vithala R. , Armani Diana E.
Published: November 2018

Researchers have pointed out the possible utility of handwriting analysis in revealing personality traits that could be useful in various business problems such as credit screening, personnel selection, and buying behavior.

The authors examine the ability of professional graphologists to predict subjects’ self-rankings of personality traits. The study indicates both low-predictive ability and low inter-judge reliabilities across the predictions that are made.
Marketing and Population Problems
Authors: Farley John U. , Leavitt Harold J.
Published: November 2018

Marketers can contribute significantly to relieving the pressures of population problems if they become sensitive to the many delicate issues involved. The authors believe that the many problems involved in population programs include elements which are more familiar to marketers than to some population experts.
Recycling Solid Wastes: A Channels-of-distribution Problem
Authors: Zikmund William G. , Stanton William J.
Published: November 2018

The recycling of solid wastes is a major ecological goal. Although recycling is technologically feasible, reversing the flow of materials in the channels of distribution — marketing trash through a “backward” channel — presents a challenge. Existing backward channels are primitive, and financial incentives are inadequate. The consumer must be motivated to undergo a role change and become a producer — the initiating force in the reverse distribution process.
Marketing Science in the Age of Aquarius
Authors: Dawson Leslie M.
Published: November 2018

Relevance is one of today's key criteria by which the value of people and institutions is judged. Is the science of marketing relevant to the problems and issues concerning the quality of man's life? While marketing has an inherent relevance to such matters, the author maintains that a pseudo-science of marketing may be developing which avoids involvement in issues of genuine relevance.
A Framework for Understanding Social Criticism of Advertising
Authors: Howard John A. , Tinkham Spencer F.
Published: November 2018

Meaningful responses to the social criticism of advertising depend upon the advertiser's awareness of the critical arguments as well as upon an objective evaluation of their validity and the premises upon which they were based. The authors present a structure to guide the design of research which will provide objective evidence on social criticisms of advertising.
How Useful Are 90-Day Purchase Probabilities?
Authors: Clawson C. Joseph
Published: November 2018

Forecasts of consumer buying trends are more frequently being based on surveys of consumers’ “subjective purchase probabilities,” rather than on their verbal “buying intentions.” However, a planning horizon of 6 months or longer is usually employed. What happens to the speed, accuracy, and usefulness of these forecasts when the horizon is shortened to 90-day probabilities?
The Costs of Crashing—A Comment
Authors: Beckwith Neil E.
Published: November 2018

This article presents an algorithm for selecting the activities which should be expedited to minimize the total cost of achieving a particular total project duration. The author comments on “The Costs of Crashing” which appeared in the July, 1970 issue of the JOURNAL OF MARKETING.
New Product Decisions by Marketing Executives: A Computer-controlled Experiment
Authors: Cardozo Richard N. , Ross Ivan , Rudelius William
Published: November 2018

How do marketers process information to make new product decisions? The computer-controlled experiment described in this article was designed to explore this question. Differences in information preferences between marketing managers and marketing researchers were revealed. The results also indicated ways in which decision making in marketing might be made more effective.
Planning Physical Distribution Operations with Dynamic Simulation
Authors: Bowersox Donald J.
Published: November 2018

The development of utilization of a dynamic simulation model for long-range planning of physical distribution systems is described in this article. LREPS, or Long-range Environmental Planning Simulator, incorporates a number of unique features not found together in other simulation models. The author reviews existing physical distribution planning models and establishes the LREPS research objectives. The LREPS model is described and attention is directed to planning applications.
The Product Manager as an Influence Agent
Authors: Gemmill Gary R. , Wilemon David L.
Published: November 2018

How do product managers with little or no formal authority gain support for their product lines? This article reports the results of an exploratory field study designed to identify the sources of interpersonal influence used by product managers. The authors illustrate how various forms of influence are exerted by product managers in the absence of formal authority.
An Analytical Approach for Evaluating Sales Territory Performance
Authors: Cravens David W. , Woodruff Robert B. , Stamper Joe C.
Published: November 2018

The authors outline a promising analytical approach to the evaluation of performance in sales territories and the establishment of benchmarks for future sales territory performance.
Buyer Liability under the Robinson-Patman Act: A Current Appraisal
Authors: Tarpey Lawrence X.
Published: November 2018

What is the legal responsibility of buyers who bargain for preferential prices? This article discusses the difficult problem of trying to understand the legal requirements of Section 2 (f) of the Robinson-Patman Act. It attempts to clarify the law by surveying the important court decisions and their meaning for businessmen.
Media Exposure Patterns of Consumer Innovators
Authors: Summers John O.
Published: November 2018

A knowledge of the innovator or early buyer's media-exposure characteristics is essental to the new product advertiser. Data are presented which suggest that media vehicles differ dramatically in their ability to selectively reach innovators in each of six broad consumer product categories.
The Present Status of the Marketing Concept
Authors: Mcnamara Carlton P.
Published: November 2018

The marketing concept is a term which pervades marketing literature and provides a framework in which marketing management is taught. However, little empirical evidence exists on how well practitioners have implemented the concept. The author performs service to marketing practitioners and academicians by exploring the “track record” of American industry in implementing the marketing concept.
The Measurement of Cognitive Dissonance: Some Experimental Findings
Authors: Oshikawa Sadaomi
Published: November 2018

Asking consumers how dissonant they were may measure their levels of anxiety and may produce invalid indices of cognitive dissonance. Subjects with high anxiety are likely to answer in such a way as to be classified as dissonant even when they did not experience cognitive dissonance.
The Russian Decision Process Governing Trade
Authors: Ostlund Lyman E. , Halvorsen Kjell M.
Published: November 2018

Trade between the U.S.S.R. and the United States may increase sharply in the next decade. Therefore, U.S. companies must understand Russian decision-making policies on trade to participate fully in the substantial trade expansion anticipated.

The authors examine the formal and informal trade decision-making structure in the U.S.S.R. and offer alternative approaches to trade negotiations with the Russians.
A General Model for Understanding Organizational Buying Behavior
Authors: Webster Frederick E. , Wind Yoram
Published: November 2018

The authors suggest a model of industrial and institutional buying behavior as an organizational decision-making process. The major dimensions of the model are defined and some implications for marketing strategy are developed.
An Attitudinal Framework for Advertising Strategy
Authors: Boyd Harper W. , Ray Michael L. , Strong Edward C.
Published: November 2018

Is it realistic to consider advertising strategy in terms of more than just levels on a “hierarchy of effect?” The authors report that it is. They present a five-alternative framework for advertising strategy based on attitude research which relates product and brand perceptions to consumer preferences.
Do We Really Know the Effects of Using “Fear” Appeals?
Authors: Kay Herbert
Published: November 2018

Questions are raised on the impact of advertising “fear appeals,” and methodological issues in appraising fear appeals are discussed.
Should Product Differentiation be Restricted?
Authors: Root H. Paul
Published: November 2018

Leading firms in many consumer industries may soon be charged with acts of unfair competition in violation of Section 5 of the FTC Act. The charges will be based on the economic argument that product differentiation, achieved through advertising and/or styling changes, has transformed competitive industries into noncompetitive ones. This article illustrates the economic issues by analyzing a specific recommendation to place a moratorium on style changes in the auto industry.
What Are the Benefits of Unit Pricing?
Authors: Monroe Kent B. , Laplaca Peter J.
Published: November 2018

Does unit-price information alter purchase decisions of consumers in supermarkets? Will the change to a unit-pricing system create burdensome costs for retailers? The authors report the results of unit-pricing experiments and assess the benefits of unit pricing.
The Venture Team: A New Concept in Marketing Organization
Authors: Hill Richard M. , Hlavacek James D.
Published: November 2018

An increasing number of large corporations are using venture teams to manage new product innovations from idea conception to full commercialization. A field study of over 100 venture teams has identified some of the major characteristics which differentiate these teams from the more traditional forms of managing new products.
Marketing Notes and Communications: The Effect of Unit-pricing on Choices of Brand and Size in Economic Shopping
Authors: Houston Michael J.
Published: November 2018

Unit-pricing, as a retail price-reporting policy, is intended to aid the economy-minded shopper. This article presents a field experiment which investigated the potential value of a unit-pricing system to such a consumer.
Consumer Attitudes toward Marketing and Consumerism
Authors: Barksdale Hiram C. , Darden William R.
Published: November 2018

As public concern regarding consumer issues increases, the American consumer has formed definite opinions about business policies and practices, the consumerism movement, and protective government legislation. This exploratory study reports the reactions of a national sample of consumers to these issues.
Black Buyer Behavior
Authors: Sexton Donald E.
Published: November 2018

This article surveys research on black buying behavior and provides information needed to market more effectively to black consumers.
Temporal Lags in Comparative Retailing
Authors: Arndt Johan
Published: November 2018

Is the structure of a retailing system dependent upon selected characteristics of the country served? The author's evidence affirms this hypothesis. The results reported may have important strategic implications for multinational retailers by serving as a base for forecasting. Temporal lags in the development of retail systems are found to approach the same length as lags in certain environmental factors.
Marketing Notes and Communications: Why Do People Shop?
Authors: Tauber Edward M.
Published: November 2018

Do people shop simply to make purchases? Are some shopping trips motivated by considerations that are unrelated to an actual purchase? The results of an exploratory study of shopper motivation suggest that a person may shop for many reasons other than his or her need for products or services.
Nonfinancial Incentives for Salesmen
Authors: Pruden Henry O. , Cunningham William H. , English Wilke D.
Published: November 2018

Nonfinancial incentives of privilege pay, status pay, and power pay have a direct effect on the level of salesmen's job satisfaction. Some significant relationships between nonfinancial incentives and job satisfaction of industrial salesmen are discussed in this article.
A Decision-making Structure for Price Decisions
Authors: Oxenfeldt Alfred R.
Published: November 2018

Pricing practice remains largely intuitive and routine. To gain insight as to why, the author examines critically some of the trends and gaps in the literature and practice. A comprehensive and systematic guide to successful price setting is offered.
Sales Negotiation Cost Planning for Corporate Level Sales
Authors: Bird Monroe M. , Clayton Edward R. , Moore Laurence J.
Published: November 2018

Little attention has been paid to negotiation cost planning for large corporate level sales. Often in industrial selling, negotiation costs represent a significant percentage of a firm's sales. This article suggests a relatively simple technique that can increase the industrial marketing manager's ability to plan his corporate level sales both more effectively and more efficiently.
Guidelines for Developing International Marketing Strategies
Authors: Wind Yoram , Douglas Susan P. , Perlmutter Howard V.
Published: November 2018

The formulation of international marketing strategies is requiring more sophisticated management approaches due to the increasing importance of international business operations. The authors examine the relevance of the E.P.R.G. framework (ethnocentrism, polycentrism, regiocentrism, geocentrism) as a guideline for international marketing strategies.
Research Methodology—How Much Emphasis?
Authors: Wheatley John J.
Published: November 2018

Is there a trade-off between breadth of coverage and depth of treatment in reporting the results of marketing research studies?
More on Social Class vs. Income as Correlates of Buying Behavior
Authors: Myers James H. , Mount John F.
Published: November 2018

This study suggests that “ability to buy” (income) is superior to social class in segmenting the market for a wide variety of home furnishings, appliances, and ready-to-wear product classifications as well as for some services.
Humor in Advertising
Authors: Sternthal Brian , Craig C. Samuel
Published: November 2018

Although advertisers have employed humor extensively as the motivational basis for their appeals, relatively little is known about the persuasive effect of humor. This article assesses the role of humor in persuasion and suggests an approach to future humor research.
Marketer Behavior and Public Policy: Some Unexplored Territory
Authors: Bloom Paul N. , Dholakia Nikhilesh
Published: November 2018

Marketing scholars have an opportunity to help the public policy maker by providing him with information about marketer behavior. Studies of questionable, illegal, defensive, adaptive, opportunistic, regulated, and supportive marketer behavior would all be useful to the policy maker. This article defines the nature of the behavior in each of these seven categories, suggests the value to the policy maker of an understanding of the behavior in each category, and discusses the dynamics and proposes some determinants of marketer behavior.
Marketing during Periods of Shortage
Authors: Kotler Philip
Published: November 2018

What is the role of company marketing during a period of shortage?
Planning Gains in Market Share
Authors: Fogg C. Davis
Published: November 2018

A comprehensive approach to the process and problems of planning share gains.
“City Shoppers and Urban Identification” Revisited
Authors: Boone Louis E. , Kurtz David L. , Johnson James C. , Bonno John A.
Published: November 2018

A cross-cultural experiment based on the Stone study reveals important variations in shopper orientations.
The Changing Role of the Product Manager in Consumer Goods Companies
Authors: Buell Victor P.
Published: November 2018

A recent study examines the current status of the product manager's role and the changes it has undergone.
Marketing Research and Public Policy: A Functional Perspective
Authors: Ritchie J. R. Brent , Labrèque Roger J.
Published: November 2018

Concerns with government regulation of trade practices have masked marketing's other contributions to public policy formulation.
The Computer, Personal Selling, and Sales Management
Authors: Comer James M.
Published: November 2018

The computer revolution has come to the salesman and the sales manager.
A Cross-National Comparison of Consumer Habits and Innovator Characteristics
Authors: Green Robert T. , Langeard Eric
Published: November 2018

What makes French and U.S. consumers different?
Socioeconomic Product Risk and Patronage Preferences of Retail Shoppers
Authors: Prasad V. Kanti
Published: November 2018

Product risk may be a key variable in patronage profile analysis.
Foreseeability of Misuse and Abnormal Use of Products by the Consumer
Authors: Trombetta William L. , Wilson Timothy L.
Published: November 2018

Under products liability, to what extent is a marketer expected to foresee the misuse or abnormal use of a product?
Attitudinal and Cognitive Readiness: Key Dimensions for Consumer Legislation
Authors: Tootelian Dennis H.
Published: November 2018

Are consumer protection laws really viable?
A Reply to Murphy and Coney
Authors: Lessig V. Parker
Published: November 2018

Murphy and Coney's criticisms are not well founded.
Comparison Advertising: Problems and Potential
Authors: Wilkie William L. , Farris Paul W.
Published: November 2018

Comparison advertising—what's all the furor about? What is it, and how does it work?
Interactive Marketing Models
Authors: Aaker David A. , Weinberg Charles B.
Published: November 2018

What is the impact of interactive computer systems on managerial model involvement, model building, and organizational model acceptance?
Remedies for Consumer Protection: Prevention, Restitution, or Punishment
Authors: Cohen Dorothy
Published: November 2018

When preventive measures are inadequate, should consumer protection remedies focus on securing consumer redress or on inflicting severe loss to the wrongdoer as a deterrent to future misconduct?
Multinational Corporations in Eastern European Socialist Economies
Authors: Lauter G. Peter , Dickie Paul M.
Published: November 2018

The controversial Western business organizations are the new trading partners of the Eastern European socialist economies.
Market Share Strategy: The Concept and the Evidence
Authors: Catry Bernard , Chevalier Michel
Published: November 2018

The Fildes and Lofthouse comments provide the opportunity to clarify some important points in our article.
A Comment on “Defining Misleading Advertising” and “Deception in Advertising”
Authors: Preston Ivan L.
Published: November 2018

Behavioral researchers must become better acquainted with the law if they are to contribute effectively to the study of deception.
Inert Set or Inferred Set? A Comment
Authors: Kakkar Pradeep
Published: November 2018

Kakkar questions the actual categorization procedures used to identify evoked and inert set products.
Time-Compressed Speech in Radio Advertising
Authors: Labarbera Priscilla , Maclachlan James
Published: November 2018

It is now possible, using electronic techniques, to speed up a radio commercial without a perceptible change in general voice quality. Results of experiments reported here suggest that radio advertisers might achieve a heightened impact, and require less time for their messages, if they use electronic speech compression.
Institutional/Image Advertising and Idea/Issue Advertising as Marketing Tools: Some Public Policy Issues
Authors: Sethi S. Prakash
Published: November 2018

Corporations have been increasingly resorting to institutional advertising campaigns to express managements’ viewpoints on controversial social issues where their vital economic interests are at stake. Such corporate communications blur the line between commercial speech and political speech which have varying degrees of protection from regulations and differing tax treatment. A new classificatory scheme is proposed to facilitate distinguishing between image/goodwill and idea/issue advertising. The objective is to demonstrate how idea/issue advertising can be made an effective corporate marketing tool, while at the same time improve corporate public credibility.
A Behavior Modification Perspective on Marketing
Authors: Nord Walter R. , Peter J. Paul
Published: November 2018

This article presents an overview of behavior modification and investigates its applicability to marketing. It is suggested that this perspective provides a useful complement to the more cognitively-oriented approaches which currently dominate the marketing literature. Some of the approach's potential contributions and unresolved issues are also discussed.
Children's Television Viewing Behavior
Authors: Banks Seymour
Published: November 2018

Children watch television much of the telecasting period rather than just Saturday morning. Their peak viewing time is the same as for the general population. Children are not passive acceptors of telecasts; they demonstrate substantial seasonal variations in viewing volume and respond both positively and negatively to changes in program structure.
Puffery and Magazine AD Readership
Authors: Bergh Bruce G. Vanden , Reid Leonard N.
Published: November 2018

The purpose of this study was to determine whether magazine automobile ads containing puffery produced higher Starch readership scores than ads not containing puffery. Overall, statistical analysis found no significant differences between readership scores.
Fishbein's Intentions Model: A Test of External and Pragmatic Validity
Authors: Ryan Michael J. , Bonfield E. H.
Published: November 2018

An unobtrusive measure of overt behavior and personal verbal responses is employed to examine the external validity of the Extended or Intentions Model. An application is tested involving the model's usefulness in formulating promotional strategies designed to increase the number of loan applications at a credit union.
Marketing Planning in the Multinational Subsidiary: Practices and Problems
Authors: Hulbert James M. , Brandt William K. , Richers Raimar
Published: November 2018

This paper reviews the role of planning in the multinational firm and some of the contentious problems which arise. Based on a survey of multinational subsidiaries operating in Brazil, it describes and analyzes current planning practices, focusing primarily on the annual marketing plan. Recommendations for dealing with some of the more difficult problem areas are presented.
Distribution Channels as Political Economies: A Framework for Comparative Analysis
Authors: Stern Louis W. , Reve Torger
Published: November 2018

This paper presents a unifying framework for the analysis of distribution channels which encompasses both economic and sociopolitical determinants of channel member behavior and provides a suitable departure point for comparative work. The framework integrates present approaches to the study of marketing channels and provides an essential, but heretofore missing, basis for comprehensive empirical research in the area.
On the use of Hidden Surface Routines in the Analysis of Marketing Data
Authors: Batsell Richard R.
Published: November 2018

“We first survey the plot, then draw the model,” Shakespeare, King Henry IV, Part II, Act I, Sc.3

The visual presentation of a set of data facilitates its understanding and explanation. This paper describes how hidden surface routines can be used to construct two-dimensional portrayals of three-dimensional data. Data from a study on consumer preferences is used to illustrate the process.
Signals of Vulnerability in Agency-Client Relations
Authors: Doyle Peter , Corstjens Marcel , Michell Paul
Published: November 2018

Surprisingly little significant research has been done on why companies switch their advertising agencies. The study matches the views of a large sample of companies which switched with those of their former agencies. Strikingly different perceptions of the reasons for the breakdown are identified. The research also suggests that the breakdown is a process of “creeping disenchantment” preceded by clear signals of vulnerability. Recommendations are made on how agencies can identify these signals and use them to forestall client disaffection.
American Bribery Legislation: An Obstacle to International Marketing
Authors: Kaikati Jack G. , Label Wayne A.
Published: November 2018

The authors discuss some key aspects of the Foreign Corrupt Practices Act (FCPA) and their implications for American executives engaged in international marketing. American corporations are suffering a competitive disadvantage as a result of the FCPA and consequently some companies are finding ways to circumvent the new law.
Quantity Discounts in Today's Markets
Authors: Rao Ashok
Published: November 2018

Now universally expected quantity discounts can be an important component of a firm's marketing strategy. However, companies have discovered that inflation, mergers, and increasingly sophisticated buyers collectively generate higher discount payouts without any increase in volume. Steps can be taken to preserve the benefits originally associated with discount structures. The author outlines the basic features of a computer-assisted method for making these necessary revisions.
Historical Research in Marketing
Authors: Savitt Ronald
Published: November 2018

Why history in marketing? Historical research in marketing offers opportunities for charting our past and better understanding our present. The author formulates a suitable method for undertaking historical research in marketing. It relates the principles of history to the study of marketing.
A Rating Scale for Measuring Product/ Service Satisfaction
Authors: Westbrook Robert A.
Published: November 2018

A simple yet effective rating scale measure of satisfaction has been developed by sociological researchers studying the perceived quality of life. The author examines the suitability of this measure for marketing studies of consumer satisfaction/dissatisfaction. Reliability, validity, and selected measurement properties are evaluated empirically.
Early Warning Indicators of Business Failure
Authors: Sharma Subhash , Mahajan Vijay
Published: November 2018

Only recently have academicians and practitioners realized the importance of a systematic analysis of business failures. The authors develop a failure process model that can help managers to understand and predict failure. Causes and symptoms of failure are reviewed briefly as methods of analyzing failures. A parsimonious financial corporate failure model based on symptoms of failure (performance indicators) is developed and used to predict the business failure of retail establishments over the five-year period prior to the actual failure.
Facial Representation of Multivariate Data
Authors: Huff David L. , Mahajan Vijay , Black William C.
Published: November 2018

An application of a relatively new method of depicting multivariate data graphically, this article presents a method developed by Chernoff consisting of representing a point in k-dimensional space as a cartoon of a face. The authors briefly describe the mechanics of constructing a face as well as the geometric relationships involved, illustrate the use of faces as a method of portraying multivariate data graphically, and exemplify the use of this method in detecting subtle, yet potentially significant relationships among variables.
Toward a Theory of the Product Life Cycle: Explaining Diversity
Authors: Midgley David F.
Published: November 2018

Certain assumptions about the temporal patterns of consumer adoption and repeat buying behavior are derived from the literature. By means of a simulation model the impact of these assumptions on the shape of the product life cycle is assessed. Conclusions are derived in the form of propositions for future research.
An Approach for Assessing Demographic and Price Influences on Brand Purchase Behavior
Authors: Jones J. Morgan , Zufryden Fred S.
Published: November 2018

A new brand choice model that has the capacity to include explanatory variables is described and its use illustrated in an application to a particular brand. In this application, pricing and certain consumer demographics provide an explanation of the purchase behavior for the brand studied. The model provides a good fit to empirical data as well as some important insights for marketing decision making.
Corrective Advertising and Affirmative Disclosure Statements: Their Potential for Confusing and Misleading the Consumer
Authors: Jacoby Jacob , Nelson Margaret C. , Hoyer Wayne D.
Published: November 2018

If the meaning contained in a remedial message has not been satisfactorily comprehended, then its intended impact upon consumer beliefs cannot logically be achieved. The present investigation, employing three heterogeneous samples, found that remedial messages using “plain English” developed and proposed by the FTC may be widely misunderstood by large segments of the population.
The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach
Authors: Gorn Gerald J.
Published: November 2018

Do features like humor, sex, color, and music in a commercial merely increase our attention to product information in a message, or can they directly influence our attitudes? The results of an experiment using a classical conditioning approach suggest that hearing liked or disliked music while being exposed to a product can directly affect product preferences. A second experiment differentiated communication situations where a classical conditioning approach or an information processing approach might be appropriate in explaining product preference.
Subliminal Advertising: What you see is what you Get
Authors: Moore Timothy E.
Published: November 2018

This paper provides an evaluation of the evidence and arguments advanced in support of the effectiveness of various subliminal advertising techniques. Such practices are purported to influence consumer behavior by subconsciously altering preferences or attitudes toward consumer products. While there is some marginal evidence that subliminal stimuli may influence affective reactions, the marketing relevance of this finding remains to be documented. The notion that subliminal directives can influence motives or actions is contradicted by a large body of research evidence and is incompatible with theoretical conceptions of perception and motivation.
A Means-End Chain Model Based on Consumer Categorization Processes
Authors: Gutman Jonathan
Published: November 2018

To practitioner and researcher alike, consumer values play an important role in understanding behavior in the marketplace. This paper presents a model linking perceived product attributes to values.
Nonsampling vs. Sampling Errors in Survey Research
Authors: Assael Henry , Keon John
Published: November 2018

To increase the validity and reliability of survey data, one must minimize total error and its components, sampling and nonsampling error. This article examines and empirically compares the components of total survey error for several research designs and data collection methods. The consistent finding is that nonsampling error is the major contributor to total survey error, while random sampling error is minimal. On this basis guidelines for improving quality of survey data are provided.
Commercial Use of Conjoint Analysis: A Survey
Authors: Cattin Philippe , Wittink Dick R.
Published: November 2018

Conjoint analysis has been used extensively in marketing research to estimate the impact of selected product (service) characteristics on customer preferences for products (services). In this paper we discuss findings obtained from a survey of commercial users of the methodology. We project that around 1,000 commercial applications have been carried out during the last decade. We discuss the manner in which the methodology is used commercially, remaining issues that deserve further exploration, and recent advances or insights obtained by researchers working in this area.
Decision-Specific Conflict in Organizational Buyer Behavior
Authors: Ryan Michael J. , Holbrook Morris B.
Published: November 2018

In a departure from the traditional examination of stress as a function of organizational and individual variables, conflict was hypothesized to vary across a number of decisions involving various aspects of the total consumption system. The approach has implications for planning systems-selling strategy via the use of conflict to segment consumption decisions. Using 17 purchasing decisions faced by industrial automobile fleet administrators, nomological validity was supported by an inverted U-shaped relationship between conflict and responsibility weighted by time.
Marketing and Product Liability: A Review and Update
Authors: Morgan Fred W.
Published: November 2018

Product liability developments have been widely discussed but often with differing views regarding their impact on companies. This article reviews this debate from a marketing perspective by analyzing relevant insurance industry data and case law decisions. Conclusions drawn from the analysis as well as their implications for marketing managers are presented.
Using Background Music to Affect the Behavior of Supermarket Shoppers
Authors: Milliman Ronald E.
Published: November 2018

This paper critically reviews the literature available and presents an empirical study that examines the effects of background music on in-store shopping behavior. It finds that music tempo variations can significantly affect the pace of in-store traffic flow and dollar sales volume.
Hedonic Consumption: Emerging Concepts, Methods and Propositions
Authors: Hirschman Elizabeth C. , Holbrook Morris B.
Published: November 2018

This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological implications of the latter approach, and behavioral propositions in four substantive areas relevant to hedonic consumption—mental constructs, product classes, product usage and individual differences. Conclusions concern the usefulness of the hedonic perspective in supplementing and extending marketing research on consumer behavior.
Using a Natural Experiment to Estimate Price Elasticity: The 1974 Sugar Shortage and the Ready-to-Eat Cereal Market
Authors: Neslin Scott A. , Shoemaker Robert W.
Published: November 2018

Following the 1974 sugar shortage prices of presweetened cereal rose by 24% in nine months. This natural price experiment is analyzed to illustrate how events of this type can be used to estimate price elasticity. The results show a relatively high price elasticity for presweetened cereals compared to the cereal category as a whole.
Effects of Time Compression on Attitudes and Information Processing
Authors: Schlinger Mary Jane Rawlins , Alwitt Linda F. , McCarthy Kathleen E. , Green Leila
Published: November 2018

Research on two television commercials found that time compression had only small effects on cognitive processing and postviewing attitudes. It appears that time compression can result in somewhat fewer ideas being played back in response to open-ended questions, inhibit both positive and negative attitudes toward the advertised brand, and depress positive emotional involvement with the execution. In this study time compression had no impact on consumer buying intentions.
Marketing Strategy: New Directions for Theory and Research
Authors: Wind Yoram , Robertson Thomas S.
Published: November 2018

New directions for marketing strategy are proposed, aimed at overcoming the current limitations of marketing theory. An integrated strategic marketing planning approach is offered, together with a pilot application of the process. The paper concludes with an agenda for research on marketing strategy.
A Margin-Return Model for Strategic Market Planning
Authors: Sheth Jagdish N. , Frazier Gary L.
Published: November 2018

Few models are currently available to aid managers in their strategic market planning. The models or frameworks that do exist have a variety of shortcomings. This paper develops a planning model based on a firm's targeted levels of margin and return designed to provide a partial foundation on which its managers can base their strategic market planning.
A Reward/Measurement Model of Organizational Buying Behavior
Authors: Anderson Paul F. , Chambers Terry M.
Published: November 2018

A new model of the organizational buying process is presented. The ontological framework of the model is based on the assumption that organizational buying behavior is essentially a form of work behavior. The model is informed by expectancy theory and emphasizes the role of reward and measurement systems in motivating purchasing process participants. It is suggested that this approach can serve as the foundation of a research program that may eventually lead to a unified theory of the organizational dyad.
Causes of Irritation in Advertising
Authors: Aaker David A. , Bruzzone Donald E.
Published: November 2018

Sixteen copy characteristics or advertising approaches that appear to either increase or decrease irritation emerge from a study of 524 television commercials. The results also show how irritation levels vary by product class and by socioeconomic level.
Image and Issue Advertising: A Corporate and Public Policy Perspective
Authors: Heath Robert L. , Nelson Richard Alan
Published: November 2018

This article reviews current advertising case law and its implications for advocacy communication, as well as relevant image/issue advertising regulatory decisions by the FTC, FCC, and IRS. In an effort to minimize the chilling effect of this regulation, the authors offer guidelines aimed at assisting communication managers charged with designing effective campaigns.
Management Science and Marketing Management
Authors: Charnes A. , Cooper W. W. , Learner D. B. , Phillips F. Y.
Published: November 2018

In interactions with management, management science and marketing research have produced new methodologies and methodological (as distinguished from substantive) theories. Data developments and identification and structuring of new problems have also been important. Future directions are suggested for these kinds of activities, evaluated relative to other alternatives and examined in terms of past accomplishment and future potential.
More on “Marketing Strategy and Differential Advantage”
Authors: Parasuraman A. , Varadarajan P.
Published: November 2018

This article points out certain conceptual and inferential problems in Cook's (1983) article, and discusses their implications from a strategic marketing standpoint.
Understanding Marketing Strategy and Differential Advantage
Authors: Cook Victor J.
Published: November 2018

This article summarizes key concepts of marketing strategy and differential advantage, compares each concept with the comments of critics (see 2 preceding articles, this issue), and attempts to resolve the apparent differences of opinion.
On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving
Authors: Arndt Johan
Published: November 2018

Marketing thinking is profoundly dominated by the empiricist world view and the logical empiricist paradigm. This article argues that marketing can be enriched by opening up to alternative paradigms that capture subjective experiences, conflicts, and liberating forces.
The Net Present Value of Market Share
Authors: Cook Victor J.
Published: November 2018

This article evaluates the dynamic interaction of market share and profit. The determinants of market share are compared with published empirical research and illustrated in a consumer product industry. The effects of market growth, maturity and decline, competitive attack, price leadership, and heavy user strategies on market share and profit are analyzed theoretically and simulated over a 10-year period.
Relative Importance of Key Job Dimensions and Leadership Behaviors in Motivating Salesperson Work Performance
Authors: Tyagi Pradeep K.
Published: November 2018

This article examines the relative importance of key job dimensions and leadership characteristics in enhancing salesperson motivation and work performance. To gain a deeper insight, the relative effects of job dimensions and leadership behavior on intrinsic and extrinsic work motivation of salespersons are examined, with results indicating that key job dimensions are more instrumental in enhancing work motivation, and leadership behavior more influential in effecting extrinsic motivation. A number of major implications based on these findings are discussed.
A Note on Generic Purchaser Generalizations and Subcultural Variations
Authors: Wilkes Robert E. , Valencia Humberto
Published: November 2018

Although sales of generics continue to grow, extant research on their purchase presents an incomplete and conflicting picture. The present investigation clarifies this picture and extends the profile to include an important missing dimension—subcultural influences.
Is Market Share all that It's Cracked up to Be?
Authors: Jacobson Robert , Aaker David A.
Published: November 2018

The market share-ROI relationship is examined to determine the extent of the causal versus spurious association. By making use of the PIMS data base, it is found that a large proportion of the association is spurious in the sense that both market share and ROI are the joint outcome of some third factor(s). The direct impact of market share on ROI is found to be much smaller than previous studies have indicated. It is suggested that too much emphasis is placed on market share and that more attention needs to be focused on other fundamentals.