bluuebunny/crossref_metadata_2025 huggingface dataset:
Market Segmentation, Product Differentiation, and Marketing Strategy
Authors: Dickson Peter R. , Ginter James L
Published: December 2018

Despite the pervasive use of the terms “market segmentation” and “product differentiation,” there has been and continues to be considerable misunderstanding about their meaning and use. The authors attempt to lessen the confusion by the use of traditional and contemporary economic theory and product preference maps.
Legal Developments in Marketing
Authors: Werner Ray O. , Axe Franklin J. , Cohen Dorothy , Griffiths L. C. , KirkDuggan Michael A. , Nicholas Nick L. , Reid Brad , Tower C. Burk
Published: December 2018

The topical outline of the developments in the legal environment in which marketing functions is presented below. Since only the most important cases as evaluated by the editorial staff are presented, the lack of important cases may lead to the absence of entries under one or more subtopics. For individual items covered, more detailed information may be obtained by reference to the source cited. Reference to CCH is to the Commerce Clearing House's Trade Regulation Reporter; reference to BNA is to the Bureau of National Affairs’ Antitrust & Trade Regulation Report. Contributions by members of the editorial staff are identified by the contributor's surname appearing in the headnote of each specific entry.
Price Quantity Discounts: Some Implications for Buyers and Sellers
Authors: Wilcox James B. , Howell Roy D. , Kuzdrall Paul , Britney Robert
Published: December 2018

Price quantity discount schedules are shown to present opportunities to buyers beyond those explicit in the discount schedule itself. The authors propose a taxonomy of price quantity discount schedules, and within that taxonomy examine the implications of price quantity discounts for the ordering behavior of buyers and the formation of alternative channels of distribution.
Industrial Purchasing: An Empirical Exploration of the Buyclass Framework
Authors: Anderson Erin , Chu Wujin , Weitz Barton
Published: December 2018

The Robinson, Faris, and Wind buyclass framework has been called one of the most useful concepts in organizational buyer behavior, yet the entire model has received little empirical attention. Part of the explanation is the difficulty of obtaining valid data from members of the buying center. The authors study the buyclass framework using a novel approach: querying the managers of salesforces about the behavior their salespeople encounter on the part of their industrial customers. In phase 1, model development, the authors study the model's applicability in a relatively homogeneous, controlled setting (one industry, few firms). In phase 2, model replication, they extend and validate the phase 1 findings using multiple firms and industries. Much of what salespeople observe is found to correspond closely to the buyclass theory of organizational buyer behavior. Also, the “problem newness” and “information needs” dimensions are found to be strongly related, as expected. However, “seriousness of consideration of alternatives” seems to be a separate dimension that does not operate entirely as predicted by the buyclass framework.
Mirror, Mirror, on the Wall, What's Unfair in the Reflections on Advertising?
Authors: Holbrook Morris B.
Published: December 2018

The author responds to Pollay's review of the “conventional wisdom” or “prevailing opinion” about the unintended consequences of advertising. After (re)constructing the implicit train of thought underlying Pollay's reflections, he suggests that the thin strands of the arguments Pollay cites compose only the weakest logical thread. The author finds unfairness in the attacks of critics who would smash the advertising mirror because they do not like what they see in it.
The Strategic Role of Product Quality
Authors: Jacobson Robert , Aaker David A.
Published: December 2018

The role of product quality is examined to determine its applicability as a means of gaining a comparative advantage. The authors argue that only by (1) allowing for the possibility of feedback between quality and other strategic factors and (2) controlling for firm-specific effects can the role of quality and key hypotheses be evaluated. Making use of the PIMS data base, the authors detect feedback interactions between product quality and other strategic variables. The findings suggest the importance of product quality and that the successful implementation of a quality strategy can facilitate increased profitability in both a focus and a market share context.
Buying Group Structure: Constriction at the Top
Authors: McCabe Donald L.
Published: December 2018

The author evaluates opposing views of the relation between environmental uncertainty and buying group structure. In an empirical study of buying group structures among airlines and producers of corrugated shipping containers, support is found for the hypothesis that high levels of uncertainty lead to a constriction of decision-making authority.
The Coupon-Prone Consumer: Some Findings Based on Purchase Behavior across Product Classes
Authors: Bawa Kapil , Shoemaker Robert W.
Published: December 2018

An assumption in prior research on deal-prone or coupon-prone buyers has been that buying on deal is influenced in part by a household's demographic characteristics. One implication is that households that are deal-prone or coupon-prone in one product class should be so in other product classes. The authors develop a model of coupon usage across product classes that explains why households might behave consistently in their coupon usage across product classes. Purchase data are analyzed across seven product classes for each household to test the hypothesis that coupon usage is not independent across product classes and to identify differences in demographic variables and purchasing behavior between coupon-prone and non-coupon-prone households.
Would you Want your Granddaughter to Marry a Taiwanese Marketing Man?
Authors: Farmer Richard N.
Published: December 2018

The author explores, for the third time in 21 years, the ethical problems in marketing. This time, second order moral effects of new international marketing frameworks are examined, with somewhat surprising ethical conclusions from a recanting author.
Concentration of Information Power among Consumers
Authors: Thorelli Hans B.
Published: December 2018

The thesis that market information search activity and data source awareness are highly unevenly distributed among various groups of consumers is strongly supported by data from a large Norwegian sample. Some policy implications of the findings are discussed.
Conflict Measurement in the Distribution Channel
Authors: Rosenberg Larry J. , Stern Louis W.
Published: December 2018

Conflict among firms in distribution channels is inherent, pervasive, and potentially disruptive. This article presents an approach to measuring dyadic conflict intensity. Conflict is related to a typology of causes and to structural and attitudinal factors within a case study channel.
The Sensitivity of Dynamic Time-Path Typologies
Authors: Myers John G.
Published: December 2018

This article describes a procedure for adapting cluster analysis from its usual static, cross-sectional perspective to a dynamic, over-time perspective, and tests the sensitivity of results from using the new procedure to variations in data input and partitioning conditions.
Price and Choice Behavior
Authors: Lambert Zarrel V.
Published: December 2018

Do behavioral differences exist among consumers who select items priced differently within the same product category? Analysis of 18 perceptual, personality, and economic variables compared across subjects selecting differently priced alternatives in 7 product lines revealed relationships between perceptual differences and price selections.
Heredity, Personality Traits, Product Attitude, and Product Consumption—An Exploratory Study
Authors: Perry Arnon
Published: December 2018

This article focuses on two questions: To what extent can the attitude toward and the consumption of alcohol, cigarettes, and coffee be explained by a genetic factor? and To what extent can heredity be the link between two personality traits, anxiety and extroversion-introversion, and the attitude toward the consumption of these three products?
A Model for Measuring the Influence of Promotion on Inventory and Consumer Demand
Authors: Brown Robert G.
Published: December 2018

An example of the critical importance of channel inventories during a promotion is followed by a verbal and mathematical explanation of a simple and inexpensive system to measure changes in channel inventories and consumer demand by channel by geographical area.
Multivariate Analysis of Brand Loyalty for Major Household Appliances
Authors: Newman Joseph W. , Werbel Richard A.
Published: December 2018

Two different measures of brand loyalty are employed in an analysis of survey data by MCA in which six hypotheses are tested. A measure based on brand deliberation as well as brand repurchase appeared to yield better results than did repurchase alone.
On the Analysis of Interactions in Marketing Research Data
Authors: Green Paul E.
Published: December 2018

This article discusses a number of topics related to the interpretation of interaction in experimental designs. A common set of data is used to illustrate the techniques, and implications for marketing experiments are considered.
Issues in Marketing's use of Multi-Attribute Attitude Models
Authors: Wilkie William L. , Pessemier Edgar A.
Published: December 2018

The simplistic form of linear compensatory attitude modeling includes a number of significant research questions involving concepts, measurement, and analysis. Results and conclusions of marketing research on the model are summarized for each issue and directions for further development are suggested.
The Innovative Communicator in the Diffusion Process
Authors: Baumgarten Steven A.
Published: December 2018

Both innovativeness and opinion leadership have been extensively investigated in past research. This article profiles the characteristics of “innovative communicators”—consumers who are both innovators and opinion leaders. The results yield implications for more effectively directing fashion advertising at this influential segment.
Analyzing Proximity Judgments in an Experimental Design
Authors: Roberts Mary Lou , Taylor James R.
Published: December 2018

This article reports the finding of a study designed to extend the use of proximity judgments to an experimental design. The analysis mode of multidimensional scaling (MDS) and multivariate analysis of variance (MANOVA) was used to determine the effect of the experimental manipulation on the respondents’ perception of a hypothetical new coffee product relative to seven types of coffee products currently available to consumers.
Advertising Wearout: An Experimental Analysis
Authors: Craig C. Samuel , Sternthal Brian , Leavitt Clark
Published: December 2018

Two experiments were conducted to examine the effect of very high levels of print ad repetition on brand name recall. In experiment I, the wearout in recall observed in natural settings was replicated in the laboratory. Experiment II examined whether this wearout was attributable to subjects’ inattention to ads and reactance to substantial repetition levels. When these factors were controlled experimentally, no wearout was observed; the highest repetition level yielded greater or as much persistence in brand name recall as lower repetition levels. The implications of these data for marketing practice and theory are discussed.
Sources of Power: Their Impact on Intrachannel Conflict
Authors: Lusch Robert F.
Published: December 2018

The sources of power that auto manufacturers use to obtain control over their dealer network are shown to have a significant impact on the level of conflict that dealers have with their manufacturers. Coercive sources tend to increase the level of intrachannel conflict whereas noncoercive sources tend to decrease it. Auto manufacturers need to be cognizant of this fact in order to use intelligently their available sources of power.
Measuring Sales Effects of Some Marketing Mix Variables and Their Interactions
Authors: Prasad V. Kanti , Ring L. Winston
Published: December 2018

Unique field experiment data provided by the Milwaukee Advertising Laboratory were used to investigate the individual and interactive effects upon market shares of some marketing mix variables at two controlled levels of aggregate TV advertising exposure opportunity. The analysis showed interactive effects to be among the significant determinants of brand share. Market response to advertising, for instance, was found to depend upon the experimental brand's relative price level. Also, an exploratory hypothesis that high levels of TV advertising may correspond with a shift of relative effectiveness from TV advertising to other promotional variables was tested and supported. The results suggest the benefits of controlled field experiments and the importance of including interactive variables in models of market demand.
Halo Effects in Multiattribute Attitude Models: Some Unresolved Issues
Authors: Johansson Johny K. , Maclachlan Douglas L. , Yalch Richard F.
Published: December 2018

Certain shortcomings are found in Beckwith and Lehmann's study of the problem of halo effects in multiattribute attitude models in marketing. The writers contend that the data used were inadequate to test properly for halo effects and thus an inappropriate model was developed.
The Effect of Order of Presentation of Similarity Judgments on Multidimensional Scaling Results: An Empirical Examination
Authors: Jain Arun K. , Pinson Christian
Published: December 2018

Order of presentation of objects might influence the similarity judgments provided by respondents. If so, the results obtained by MDS techniques are likely to be biased. To examine this possibility, several hypotheses were developed, an experiment was designed, and data were analyzed by use of multivariate analysis of variance. No significant differences due to the order effect were found in similarity judgments.
An Exposition of the Box-Jenkins Transfer Function Analysis with an Application to the Advertising-Sales Relationship
Authors: Helmer Richard M. , Johansson Johny K.
Published: December 2018

The logic underlying the Box-Jenkins transfer function analysis is developed and compared with established econometric approaches. The technique is shown to provide a safeguard against spurious effects by eliminating all time dependency in the data before assigning any effects to proposed independent variables, and by the systematic elimination of a wide variety of candidate effect models. The procedural steps in the technique are demonstrated in an application to the advertising-sales relationship, with particular focus on the advertising lag structure. The two best Box-Jenkins models are compared with previously derived advertising effect models and are shown to have greater forecasting accuracy.
The Industrial Buyer and the Postchoice Evaluation Process
Authors: Lambert David R. , Dornoff Ronald J. , Kernan Jerome B.
Published: December 2018

Models of industrial buyer behavior generally assume that postchoice evaluation of purchased materials serves as an input to the decisionmaker's attitude set, and hence has some effect on subsequent decisonmaking. Is there such an effect? This article presents the findings of an exploratory experiment, with purchasing agents and engineers as subjects, which examined the nature and impact of postchoice evaluation by others in the organization on the decisionmaker's attitude set. The findings suggest that the impact of evaluation after choice may be more complex than previously supposed.
Discriminant Validity of a Product-Anchored Self-Concept Measure
Authors: Belch George E. , Landon E. Laird
Published: December 2018

The effect of several factors on the validity of a product-anchored self-concept measure is examined. Though the measure is not affected by product order or subject's attitude toward the task, it is affected by social desirability and product ownership, two factors of central importance in consumer research.
Estimating the Proportion of “Always Buy” and “Never Buy” Consumers: A Likelihood Ratio Test with Sample Size Implications
Authors: Kalwani Manohar U. , Morrison Donald G.
Published: December 2018

The likelihood ratio test is presented as a natural method to test for the presence of “always buy” and “never buy” consumers. The purchase sequence lengths and sample sizes required to estimate the proportions of these buyers are determined by the use of simulated data. The method also is applied to two sets of well-known data. The empirical findings show that although more than half of the consumers never bought a given brand, the specific addition of a spike at p = 0 to provide for “never buy” consumers did not provide a superior fit over the no-spike model. The method also applies to advertising reach and frequency models used to estimate or detect the presence of “always read (watch)” and “never read (watch)” individuals.
Time and Accuracy Measures for Alternative Multidimensional Scaling Data Collection Methods: Some Additional Results
Authors: Mcintyre Shelby H. , Ryans Adrian B.
Published: December 2018

Study findings suggest that a modified rank order procedure may be superior to the anchor point procedure in gathering data for nonmetric multidimensional scaling studies. The rating scale method proved to be significantly faster than the anchor point method, yet it did not yield significantly less accurate results.
A Few Questions on Consumer Information Processing: Two Product Cases, Coffee and Toothpaste
Authors: Park C. Whan
Published: December 2018

A few questions about the description of consumer judgmental processes are raised and tested empirically for two products, coffee and toothpaste. The results indicate that consumers do not evaluate the two products in the same pattern. Situational factors which influence the consumer's mode of evaluation are identified.
An Application of Equity Theory to Buyer-Seller Exchange Situations
Authors: Huppertz John W. , Arenson Sidney J. , Evans Richard H.
Published: December 2018

Equity theory was applied to retail exchange situations to test hypotheses about subjects’ perceptions of inequity and behaviors they would perform. Subjects in Group 1 made evaluative ratings of 16 hypothetical situations in which two sources of inequity, high price and poor service, were introduced, along with varying levels of shopping frequency and item cost. Subjects perceived high price inequity situations as less fair than low ones, and high service inequity situations as less fair than low ones when price inequity was low. When price inequity was high, subjects perceived high shopping frequency situations less fair than low ones. Subjects in Group 2 chose the behavior they would be most likely to perform in each situation. When inequity was present, most subjects chose leaving the store, although several chose complaining about price or service when shopping frequency was also high.
Some Insight into the Underreporting of Financial Data by Sample Survey Respondents
Authors: Mandell Lewis , Lundsten Lorman L.
Published: December 2018

Methods designed to improve the accuracy of financial asset reporting for consumer surveys are examined. The addition of selected questions was helpful although payment to respondents did not help.
An Empirical Validation of the Randomized Response Technique
Authors: Lamb Charles W. , Stem Donald E.
Published: December 2018

Qualitative, quantitative, and ratio estimate randomized response models were tested in comparison with a conventional interview technique in the measurement of a sensitive issue with known true values. Results show that the randomized response model is successful in minimizing measurement error and provides more accurate estimates of sensitive behavior than conventional interview techniques.
Key Repair Service Factors for Consumer Durable Goods
Authors: Adler Lee , Hlavacek James D.
Published: December 2018

The authors present the findings of a field study that identified the relative importance of five characteristics commonly used by consumers to assess repair service for selected durable goods. The results show that as the price paid for various durable products increases, the quality of repair service replaces the cost of repair service as the most important repair service characteristic. The findings have important implications for the operational and promotional efforts of durable goods manufacturer-dealer service organizations.
Fear Appeal Effects in the Field: A Segmentation Approach
Authors: Burnett John J. , Oliver Richard L.
Published: December 2018

The effect of varying fear levels was tested in a field experiment on a random resident sample and on separate demographic and psychographic subsegments. Certain attitudinal and behavioral effects were observed for the entire sample whereas others were segment specific.
The Design of Advertising Experiments Using Statistical Decision Theory
Authors: Blattberg Robert C.
Published: December 2018

The author explains how decision theory can be applied to the design and evaluation of advertising experiments and discusses its application to marketing problems.
Issues in Sales Territory Modeling and Forecasting Using Box-Jenkins Analysis
Authors: Moriarty Mark , Adams Arthur
Published: December 2018

Box-Jenkins models developed for each of a firm's 10 sales territories reveal that a variety of model forms are possible. Statistical tests are developed to consider (1) whether the same model form, with no restrictions on parameter values, is operating in each territory and (2) whether all territories having a common underlying process also have common parameter values. Adaptive forecasts are made over a 1-year period to compare unique territory model predictions with more parsimonious model predictions.
Some Relationships between Personality and Consumer Decision Making
Authors: Horton Raymond L.
Published: December 2018

Data are reported supporting the hypothesis that the personality variables anxiety and self-confidence are related to consumer choice behavior. Post hoc analyses construct six personality factors which are systematically and plausibly related to consumers’ choice behavior in a simulated shopping environment.
Application of a Composite Stochastic Model of Brand Choice
Authors: Givon Moshe , Horsky Dan
Published: December 2018

A composite model of brand choice is presented. It allows individuals to differ in the order of the stochastic process they follow as well as in the magnitude of the process parameters. Procedures for estimating the parameters of the composite model and selecting the best submodel are proposed. Examination of several sets of panel data reveals that in some product categories consumers seem to follow the Linear Learning Model, in some the Bernoulli model, and in some divide into Markovian and Bernoulli segments.
Structure of Repeat Buying for New Packaged Goods
Authors: Kalwani Manohar U. , Silk Alvin J.
Published: December 2018

Results from empirical tests of three hypotheses about the structure of repeat buying for new packaged goods are reported. Maximum likelihood parameter estimates of the underlying depth of repeat buying model are presented for four new brands. The findings support the hypotheses, which offer a foundation for pre and early test market forecasting.
Testing Cumulative Advertising Effects: A Comment on Methodology
Authors: Weiss Doyle L. , Windal Pierre M.
Published: December 2018

Griliches’ test is not completely adequate for discriminating among several popular models of advertising effectiveness and, as a result, its use by several researchers in that area has produced inconclusive results. The authors review some past applications of Griliches’ test and develop a testing procedure which will properly discriminate between models of current and cumulative advertising effects. Finally, an empirical example of the proposed procedure is presented.
Stochastic Preference Theory: Some Unresolved Questions
Authors: Zielinski Joan
Published: December 2018

The theory of stochastic preference and brand switching proposed by Bass appears to be unable to estimate brand switching in the independent subgroups of the stochastic preference group. Also, the estimation of the probability of stochastic choice is sometimes problematic.
The use of Focus Groups for Idea Generation: The Effects of Group Size, Acquaintanceship, and Moderator on Response Quantity and Quality
Authors: Fern Edward F.
Published: December 2018

Assumptions about focus group interviewing were tested. Individual interviews generated more ideas than focus groups, eight-member groups generated significantly more ideas than four-member groups, no differences were found between focus groups and unmoderated discussion groups, and the effect of acquaintanceship was not clearly determined.
Factors Affecting the Use of Market Research Information: A Path Analysis
Authors: Deshpande Rohit , Zaltman Gerald
Published: December 2018

The authors evaluate several factors affecting the attention given to or “use” of specific market research information by marketing managers. They apply path analysis to test a model of research use involving 11 variables. Factors found to be especially important are organizational structure, technical quality, surprise, actionability, and researcher-manager interaction. The topic and findings of the study relate to a central activity of the marketing profession—the application of knowledge—and to the use of an important product—market research. Both the knowledge system of marketing and the behavior of managers as consumers of research products have been relatively neglected.
External Search: The Role of Consumer Beliefs
Authors: Duncan Calvin P. , Olshavsky Richard W.
Published: December 2018

A survey of 164 recent purchasers of color television sets shows that consumer beliefs about the marketplace and about their capabilities as consumers accounted for 50% of the variance in extent of external search. Also, the type of brand (domestic, foreign, or private) and the type of store (national, regional, or local) considered by a consumer are found to be significantly related to the beliefs held.
Estimation of Error Rates in Several-Population Discriminant Analysis
Authors: Hora Stephen C. , Wilcox James B.
Published: December 2018

Researchers seeking to estimate the classification accuracy of linear discriminant functions in a more than two-population setting have had little guidance as to the most appropriate technique. The authors review the available techniques and present an additional alternative which combines features of the U-method and the recently developed posterior probability estimator. The new alternative is compared with other methods by Monté Carlo simulation.
Context-Induced Parameter Instability in a Disaggregate-Stochastic Model of Store Choice
Authors: Meyer Robert J. , Eagle Thomas C.
Published: December 2018

A model of individual consumer choice is described which posits that the relative weights consumers associate with product attributes in forming preferences covary with the amount of variability on the attributes among choice alternatives in particular contexts. The model is derived in a logit-like form, and has advantages over previously used nested models in terms of not requiring an analyst to prespecify a decision hierarchy and being relatively simple computationally. A binomial form of the model is illustrated by an analysis of a set of experimental store choice data.
Decision Plans and Consumer Choice Dynamics
Authors: Park C. Whan , Lutz Richard J.
Published: December 2018

Individuals’ home choice behaviors are examined at different stages of the choice process by an alternative method measuring the dynamics of the choice process. This new method incorporates information about the decision maker's decision plan in arriving at predictions of subsequent choice behavior.
Modeling Advertising-Sales Relationships Involving Feedback: A Time Series Analysis of Six Cereal Brands
Authors: Aaker David A. , Carman James M. , Jacobson Robert
Published: December 2018

A time series analysis of the advertising-sales relationship is conducted for six cereal brands under the assumption that feedback is potentially present. This relationship is found to be very weak. The danger of applying a misspecified Koyck model is illustrated.
Impact of Pre-Call Request Form and Gender Interaction on Response to a Mail Survey
Authors: Hornik Jacob
Published: December 2018

The author investigates the effect of grammatical variations in telephone prenotification and interviewer/respondent gender interaction on mail survey response rate, speed, quality, and bias. The four experimental grammatical forms were expected to differ in the amount of pressure they seem to exert on the respondent to comply. Findings suggest that rhetorical elicitation modes in the pre-call/mail survey setting influence response rate and speed, particularly for female interviewers, and do not affect response quality.
Exploring Complex Decision Making Units: A New Approach
Authors: Moriarty Rowland T. , Bateson John E. G.
Published: December 2018

Though the concept of a multiperson decision making unit (DMU) has been widely accepted in principle, very few empirical studies have surveyed all members of the DMU. In those few studies which have surveyed multiple decision participants, data were collected via “snowball” personal interviews. In a single-stage snowball a known member of the DMU is asked to provide a list of other persons involved in the decision making process. That list is used for a subsequent study. Multiple-stage snowballing involves asking all of the respondents in the first stage who else was in the DMU, then those in the second stage, and so on. Exhaustive snowballing involves continuing the process until no new DMU members are generated. As snowball personal interveiws are an extremely expensive method of collecting data, large-scale DMU research has been financially impractical for most empirical studies. A study of 319 DMUs was designed to assess the feasibility of snowballing by telephone and to ascertain the impact of exhaustive versus single-stage snowballing on the nature of the resultant DMU.
A Conjoint Model for Measuring Self- and Cross-Price/Demand Relationships
Authors: Mahajan Vijay , Green Paul E. , Goldberg Stephen M.
Published: December 2018

The authors describe an approach to measuring self- and cross-price/demand relationships via conjoint analysis. The modeling “trick” is to characterize each brand as a separate price-related factor in which respondents are asked to indicate their subjective likelihood of buying a set of J brands, each priced at some experimental level. A first-order Markovian model is postulated to represent price-induced brand switching. The price-demand model is then fitted (by generalized least squares) to share of choices, estimated after T time periods. The model is illustrated empirically in the context of a consumer nondurable good.
The SOCO Scale: A Measure of the Customer Orientation of Salespeople
Authors: Saxe Robert , Weitz Barton A.
Published: December 2018

The concept of customer orientation in salespeople is defined, a scale is developed to measure the degree to which salespeople engage in customer-oriented selling, and the properties of the scale are reported. A test of the nomological validity indicates the use of customer-oriented selling is related to the ability of the salespeople to help their customers and the quality of the customer-salesperson relationship.
Alternative Approaches to the Two-Group Concordance Problem in Brand Preference Rankings
Authors: Palachek Albert D. , Kerin Roger A.
Published: December 2018

The authors describe alternative approaches for determining rank-order agreement on a common set of brands between two groups of subjects as well as within each group. Specific attention is given to the application of U-statistics to the two-group rank-order problem in consumer and marketing research.
Sample Size Effects on Chi Square and Other Statistics Used in Evaluating Causal Models
Authors: Bearden William O. , Sharma Subhash , Teel Jesse E.
Published: December 2018

A simulation study of the effects of sample size on the overall fit statistic provided by the LISREL program indicates the statistic is well behaved over a wide range of sample sizes for simple models. However, this statistic is apparently not chi square distributed for more complex models when samples are relatively small, and will reject the hypothesized model too often. A set of additional measures suggested by various researchers for evaluating causal models also is examined. These statistics are well behaved for both models tested as they converge to the true value and their variance approaches zero as sample size increases.
Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory
Authors: Fornell Claes , Bookstein Fred L.
Published: December 2018

In marketing applications of structural equation models with unobservable variables, researchers have relied almost exclusively on LISREL for parameter estimation. Apparently they have been little concerned about the frequent inability of marketing data to meet the requirements for maximum likelihood estimation or the common occurrence of improper solutions in LISREL modeling. The authors demonstrate that partial least squares (PLS) can be used to overcome these two problems. PLS is somewhat less well-grounded than LISREL in traditional statistical and psychometric theory. The authors show, however, that under certain model specifications the two methods produce the same results. In more general cases, the methods provide results which diverge in certain systematic ways. These differences are analyzed and explained in terms of the underlying objectives of each method.
A Test of Reducing Callbacks and Not-At-Home Bias in Personal Interviews by Weighting At-Home Respondents
Authors: Ward James C. , Russick Bertram , Rudelius William
Published: December 2018

Many commercial survey research organizations weight answers from at-home respondents to reduce callbacks and compensate for not-at-home bias. After identifying conditions necessary for a weighting technique to work, the authors compare weighted and unweighted results from a single call on two criteria: unweighted results from three calls and 1980 census data. Though weighting gives more accurate results than not weighting the one-call responses in eight comparisons, it distorts the data in four comparisons. Any benefits are offset by the increased variance of the estimates due to weighting. Overall, the results raise questions about the effectiveness of the technique for commercial research.
The Effect of Advertising on Consumer Price Sensitivity
Authors: Krishnamurthi Lakshman , Raj S. P.
Published: December 2018

The authors investigate how increased advertising affects consumer price sensitivity. First, a conceptual framework integrating the role of advertising content is presented. Next, a methodology for studying the impact of advertising on consumer price sensitivity to brand purchase quantity and consumption is developed. Analyses of diary panel data for an established, frequently purchased brand from an ADTEL advertising field experiment clearly demonstrate that increased advertising lowers price sensitivity. Further, this effect is strong in the high price sensitivity segment for purchase quantity and consumption. In the low price sensitivity segment the effect is marginal. Additional support for these results was obtained by choosing different cutoff points for high sensitivity segmentation.
An Assessment of the Mall Intercept as a Data Collection Method
Authors: Bush Alan J. , Hair Joseph F.
Published: December 2018

Recently the mall intercept method of data collection has emerged as one of the most popular methods among market researchers. Little progress has been made, however, in empirically assessing the mall intercept approach. In an exploratory study, the authors assess the mall intercept by comparing it with telephone interviewing on response quality and nonresponse rates, as well as lifestyle characteristics and shopping behavior of the respondents.
Utilizing Effort and Task Difficulty Information in Evaluating Salespeople
Authors: Mowen John C. , Keith Janet E. , Brown Stephen W. , Jackson Donald W.
Published: December 2018

Performance evaluation of salespeople is examined from an attribution perspective in a field study involving sales managers. Findings support the presence of an attribution bias. Effort significantly influenced sales managers’ evaluations, but task difficulty had no measurable effect on performance appraisal.
Do Higher Prices Signal Higher Quality?
Authors: Gerstner Eitan
Published: December 2018

The author reports some empirical results on the strength of the quality-price relation. For many products, the relation between quality and price appears to be very weak; hence, for many products, higher prices appear to be poor signals of higher quality.
Analytical Models of Competition with Implications for Marketing: Issues, Findings, and Outlook
Authors: Eliashberg Jehoshua , Chatterjee Rabikar
Published: December 2018

The authors review a representative cross-section of analytical models of competition using a framework for competitive analysis developed from a marketing perspective. Models are classified by the substantive issues they address and by the underlying modeling strategy. The implications of the various models are presented and discussed, and a set of empirically testable propositions is given. Some substantive areas that have been neglected by analytical modelers are identified. Other issues that warrant research attention by marketing behavioral scientists and econometricians are suggested as opportunities for future research.
A Model of Marketing Mix, Brand Switching, and Competition
Authors: Carpenter Gregory S. , Lehmann Donald R.
Published: December 2018

The authors develop a model of brand switching which incorporates marketing mix variables, product features, and their interactions to examine patterns of brand competition. Two forms of the model are presented and least squares estimation procedures suggested. Implications of the models’ parameters for analyzing the structure of markets and patterns of brand competition are discussed. The models are illustrated with an application using scanner panel data.
Design Features of Forecasting Systems Involving Management Judgments
Authors: Moriarty Mark M.
Published: December 2018

A set of forecasting system design features is proposed to detect, measure, and reduce bias in forecasts and to determine the need for retention of forecasting methods used by an organization. The system is flexible enough to be incorporated into a variety of forecasting environments as part of a marketing control system. Use is made of several statistics that measure forms of forecasting bias including lack of time-series pattern recognition and over-optimism (over-pessimism). The system also uses a criterion for retention of a forecasting method that is based on composite forecasting model procedures. An empirical application illustrates the advantages of the proposed design features in correcting management judgment forecast methods which are prone to bias and in assessing the need for retention of forecasting methods.
A Test of Two Consumer Response Scales in Advertising
Authors: Zinkhan George M. , Fornell Claes
Published: December 2018

In the past, advertising researchers have built up, in an exploratory fashion, multi-item profiles for measuring consumer response to advertising. Two of the most commonly used profiles, Wells’ reaction profile and Leavitt's commercial profile, were developed this way. However, very little is known about the reliability, validity, or predictive powers of the underlying structures postulated by these two profiles. The authors examine the hypothesized factor structure of the profiles, as well as their predictive validity with respect to attitude and purchase intention. The reaction profile is found to be consistent with its postulated structure whereas the commercial profile is not. The two profiles predict attitude toward the brand equally well, but the reaction profile is superior with respect to purchase intention.
Empirically Testing a Disaggregate Choice Model for Segments
Authors: Gensch Dennis H.
Published: December 2018

All disaggregate multiattribute choice models contain the assumption that the population is reasonably homogeneous with respect to the aggregate parameters estimated by the model. The author points out that one particular choice model, logit, has a structure that makes it particularly suited to test a data set for possible segments. A real-world data set is used to illustrate a simple procedure for testing the homogeneity assumption. The analysis provides a warning that managers may easily derive suboptimal or counterproductive strategies if they fail to test this assumption.
Relationships among Research Design Choices and Psychometric Properties of Rating Scales: A Meta-Analysis
Authors: Peter J. Paul , Churchill Gilbert A.
Published: December 2018

The purpose of the article is to propose and empirically test a model of the relationships among research design variables and the psychometric criteria of reliability, convergent validity, discriminant validity, and nomological validity, and among the psychometric criteria themselves. A fundamental premise of the article is that these relationships are much more complex than a casual analysis would suggest. More specifically, though all of the research design variables and psychometric criteria are related at a conceptual level, there is no necessary relationship between many of the variables at an empirical level. Meta-analysis techniques are applied to 162 measures found in the marketing literature to examine the relationships among the research design choices of sampling characteristics, measure characteristics, and measure development processes and the various psychometric criteria of measure quality. The proposed model makes predictions for positive, negative, and no effects relationships. All of the hypotheses in the model except one are supported, with systematic variance apparently the common element producing correlations among the various indicants of measure quality. The primary conclusion is that researchers must pay much greater attention to non-empirical evidence when judging construct validity. Three recommendations are offered for measurement research in marketing.
Comment on “Dynamics of Price Elasticity and Brand Life Cycles: An Empirical Study”
Authors: Shoemaker Robert W.
Published: December 2018

A 1979 study by Simon made several important contributions to the analysis of price elasticity over the brand life cycle. However, the author suggests that the elasticity estimator used in that study is not sufficiently flexible under certain conditions and may lead to incorrect tests of the Mickwitz hypothesis on price elasticity.
Measuring Variety-Seeking and Reinforcement Behaviors Using Panel Data
Authors: Kahn Barbara E. , Kalwani Manohar U. , Morrison Donald G.
Published: December 2018

The authors propose a taxonomic framework for defining and measuring alternate forms of variety-seeking and reinforcement behavior. This framework is composed of seven simple and testable models that capture the spirit of most of the models offered in the marketing literature in this area. The models are tested on panel data for 16 brands in five separate product categories. In addition, simulations are run to examine the effects of violations of the modeling assumptions. The analyses provide insights about variety-seeking and reinforcement tendencies which may be of benefit to the marketing manager.
Assessing the Predictive Accuracy of Two Utility-Based Theories in a Marketing Channel Negotiation Context
Authors: Eliashberg Jehoshua , LaTour Stephen A. , Rangaswamy Arvind , Stern Louis W.
Published: December 2018

The results of the study show the robustness of two utility-based negotiation theories—group decision theory and Nash's bargaining solution—in accurately predicting outcomes of a marketing channel laboratory simulation in which power and information conditions were varied. Both theories significantly outperformed the predictions of a random model. Nash's theory performed better than group decision theory.
The Influence of Career Stages on Salespeople's Job Attitudes, Work Perceptions, and Performance
Authors: Cron William L. , Slocum John W.
Published: December 2018

The study examines salespeople in four distinct career stages. The career stages literature suggests that people's psychological and sociological needs differ among these stages. General support for the theory is found. Job performance and attitudes were influenced by different career stages. The relationship of a salesperson's performance with personal, strategic, and territory factors also is found to vary according to career stage.
An Analysis of Alternative Causal Models of Salesperson Role Perceptions and Work-Related Attitudes
Authors: Fry Louis W. , Futrell Charles M. , Parasuraman A. , Chmielewski Margaret A.
Published: December 2018

Data from a salesforce of a national industrial manufacturer were used to test relationships among leadership, role conflict and ambiguity, job satisfaction, and job anxiety. Two alternative models were evaluated. One model proposes that job anxiety leads to dissatisfaction and the other that job anxiety is a consequence of dissatisfaction. Results reveal a converged theoretical model. A need for further theorizing on causal relationships among various satisfaction facets and role variables is apparent. Contrary to previous research findings, no causal linkages are found between job anxiety and satisfaction.
Interpreting LISREL Estimates of Explained Variance in Nonrecursive Structural Equation Models
Authors: Teel Jesse E. , Bearden William O. , Sharma Subhash
Published: December 2018

The LISREL method of computing explained variance for nonrecursive structural equation models is compared with alternative computational procedures. Explained variance estimates produced by LISREL are shown to be influenced by equation disturbance terms in nonrecursive models. The analysis demonstrates the need for caution in interpreting explained variance estimates in models with reciprocal feedback loops and/or errors correlated across equations.
Encoding and Media Effects on Consumer Learning Deficiencies in the Elderly
Authors: Cole Catherine A. , Houston Michael J.
Published: December 2018

Alternative cognitive explanations of memory deficiencies in the elderly suggest certain conditions in which elderly might be expected to learn less than younger adults in a consumer information processing context. The authors investigated these conditions using the levels-of-processing framework for the study of memory. The results indicate greater difficulties on the part of the elderly in deeply processing information from print media and in realizing the learning benefits of television. These findings suggest that marketers face unique problems in reaching this increasingly attractive market segment.
Covariance Structure Modeling and Measurement Issues: A Note on “Interrelations among a Channel Entity's Power Sources”
Authors: Howell Roy D.
Published: December 2018

The author examines the measurement and modeling procedures employed by Gaski in a study of the relationships among a channel entity's power sources. A correct specification of the measurement model provides different parameter estimates and conclusions about the fit of the models. A respecification also overcomes Gaski's problems with model identification and provides information not available in the original analysis.