bluuebunny/crossref_metadata_2025 huggingface dataset:
Just-In-Time Exchange Relationships in Industrial Markets
Authors: Frazier Gary L. , Spekman Robert E. , O'Neal Charles R.
Published: November 2018

A new form of relational exchange, commonly referred to as the “just-in-time” (JIT) exchange relationship, has been adopted and implemented by many original equipment manufacturers (OEMs) and suppliers of component parts-materials during the past several years. Though the “exchange relationship” is at the core of the marketing discipline, JIT exchanges have received little attention in the marketing literature. The authors attempt to expand understanding of (1) how JIT exchanges compare with other forms of exchange between suppliers of component parts-materials and OEMs, (2) what conditions are most conducive to the initiation of JIT exchanges, and (3) what key factors are likely to influence the success or failure of initiated JIT exchanges.
Corporate Product Policy and Innovative Behavior of European and Japanese Multinationals: An Empirical Investigation
Authors: Kotabe Masaaki
Published: November 2018

The author empirically examines the product policies of European and Japanese multinational firms in relation to product and process innovations. He also investigates linkages between corporate product policy and manufacturing strategy and their implications for product and process innovations in an era of global competition. These foreign multinational firms, in particular the Japanese firms, increasingly stress the simultaneous strategic importance of product and process innovations. Findings indicate that Levitt's argument for the development of a globally acceptable product has gained momentum among European and Japanese multinational firms that lead in product and process innovations. In a marketing context, it has become important for them to expand commonalities across national boundaries rather than focusing on customer differences based on nationalities. European and Japanese multinationals increasingly shape global competition and the findings afford managerial insights into their current product strategies.
Advertising's Effect on the Product Evolutionary Cycle
Authors: Holak Susan L. , Tang Y. Edwin
Published: November 2018

Criticism of the product life cycle (PLC) concept centers on problems with theory, empirical validation, and practical use. The product evolutionary cycle (PEC), an alternative concept based on the field of biology, has been suggested to provide a more complete picture of the effects of marketing mix and competition on product sales. The authors assess the PEC framework empirically in the U.S. cigarette industry. Advertising-sales causation is tested on three levels of segment competition: (1) individual brand, (2) intracategory, and (3) intercategory. The findings indicate that more distantly related “organisms” compete as well as those closely related in terms of background. Specifically, the authors demonstrate a gradual but marked decrease in the effect of advertising on sales as products with more distant lineage coexist and compete. The PEC is demonstrated to be an information-laden framework to use in making marketing mix decisions.
Double Jeopardy Revisited
Authors: Ehrenberg Andrew S. C. , Goodhardt Gerald J. , Barwise T. Patrick
Published: November 2018

In any given time period, a small brand typically has far fewer buyers than a larger brand. In addition, its buyers tend to buy it less often. This pattern is an instance of a widespread phenomenon called “double jeopardy” (DJ). The authors describe the wide range of empirical evidence for DJ, the theories that account for its occurrence, known exceptions and deviations, and practical implications.
A Cross-Category Analysis of Category Structure and Promotional Activity for Grocery Products
Authors: Fader Peter S. , Lodish Leonard M.
Published: November 2018

The authors analyze cross-category differences derived from a data source new to the marketing literature. For each of 331 separate grocery product categories, the authors examine two sets of variables, one set consisting of structural characteristics of each category, such as average purchase cycle and household penetration, and the other containing detailed promotional movement information. The overall approach is exploratory. For each set of variables, a separate cluster configuration is derived, which effectively conveys a broad yet meaningful classification of the full set of products. These clusters are then integrated and several hypotheses relating category structure to promotional activity are tested. These relationships have several remarkably strong and consistent patterns across categories. Future directions for cross-category research are discussed.
The Changing Role of Marketing in the Corporation
Authors: Webster Frederick E.
Published: November 2018

New organization forms, including strategic partnerships and networks, are replacing simple market-based transactions and traditional bureaucratic hierarchical organizations. The historical marketing management function, based on the microeconomic maximization paradigm, must be critically examined for its relevance to marketing theory and practice in the 1990s. A new conception of marketing will focus on managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim of delivering superior value to customers. Customer relationships will be seen as the key strategic resource of the business.
Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures
Authors: Cavusgil S. Tamer , Zou Shaoming
Published: November 2018

The relationship between marketing strategy and performance has been well documented in the domestic marketing context. However, empirical work in the context of export marketing has been fragmented. The authors investigate the marketing strategy-performance relationship in the context of export ventures. The study differs from previous export marketing studies in that (1) a comprehensive set of potential determinants of export market performance is considered; (2) the unit of analysis is the individual product-market export venture, rather than the firm or a business division; and (3) the analysis is based on in-depth personal interviews. The authors propose a conceptual framework of export marketing strategy and performance and test it by path analysis. The results support the contention that export marketing strategy, firm's international competence, and managerial commitment are the key determinants of export performance. Export marketing strategy is influenced by internal (firm and product characteristics) and external factors (industry and export market characteristics). They then discuss implications for management and further research.
Avoiding Misuse of New Information Technologies: Legal and Societal Considerations
Authors: Bloom Paul N. , Milne George R. , Adler Robert
Published: November 2018

A variety of new information technologies have emerged that clearly can improve the efficiency and effectiveness of marketing programs. However, the use of technologies such as computer matching or automatic order-entry systems to support marketing programs also can lead to legal and societal difficulties. The authors review the types of problems that marketers could encounter when using new information technologies. Particular attention is paid to the possibilities of being charged with (1) participating in collusive information exchanges, (2) maintaining an illegal “essential facility,” (3) storing or transmitting inaccurate and harmful information, and (4) violating the privacy rights of individuals. They offer ideas about how marketing managers and researchers can reduce the chances of facing these types of problems.
Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research
Authors: Parasuraman A. , Zeithaml Valarie A. , Berry Leonard L.
Published: November 2018

The authors respond to concerns raised by Cronin and Taylor (1992) and Teas (1993) about the SERVQUAL instrument and the perceptions-minus-expectations specification invoked by it to operationalize service quality. After demonstrating that the validity and alleged severity of many of those concerns are questionable, they offer a set of research directions for addressing unresolved issues and adding to the understanding of service quality assessment.
Servperf versus Servqual: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality
Authors: Cronin J. Joseph , Taylor Steven A.
Published: November 2018

The authors respond to concerns raised by Parasuraman, Zeithaml, and Berry (1994) about the relative efficacy of performance-based and perceptions-minus-expectations measures of service quality. They demonstrate that the major concerns voiced by these authors are supported neither by a critical review of their discussion nor the emerging literature. Several research issues relative to service quality measurement and strategic decision making also are identified.
EDLP, Hi-Lo, and Margin Arithmetic
Authors: Hoch Stephen J. , Drèze Xavier , Purk Mary E.
Published: November 2018

The authors examine the viability of an “everyday low price” (EDLP) strategy in the supermarket grocery industry. In two series of field experiments in 26 product categories conducted in an 86-store grocery chain, they find that a 10% EDLP category price decrease led to a 3% sales volume increase, whereas a 10% Hi-Lo price increase led to a 3% sales decrease. Because consumer demand did not respond much to changes in everyday price, they found large differences in profitability. An EDLP policy reduced profits by 18%, and Hi-Lo pricing increased profits by 15%. In a third study, the authors increase the frequency of shallow price deals in the context of higher everyday prices and find a 3% increase in unit volume and a 4% increase in profit. Finally, they draw a conceptual distinction between “value pricing” at the back door and EDLP pricing at the front door.
New Product Announcement Signals and Incumbent Reactions
Authors: Robertson Thomas S. , Eliashberg Jehoshua , Rymon Talia
Published: November 2018

The authors focus on NPA signals, which they define as new product announcements in advance of market introduction. They develop a set of hypotheses regarding incumbent reactions to NPA signals and test them in a field study among managers in the United States and the United Kingdom. The authors’ findings provide a characterization of the factors affecting the likelihood of competitive response to NPA signals and suggest a set of managerial implications.
The Economic Worth of Celebrity Endorsers: An Event Study Analysis
Authors: Agrawal Jagdish , Kamakura Wagner A.
Published: November 2018

Celebrity endorsement has become a prevalent form of advertising in the United States. Despite extensive literature on the effects of celebrity endorsements on consumers’ brand attitudes and purchase intentions, little is known about the economic value of these endorsements. Research on this topic has typically focused on theories explaining how celebrity endorsements influence consumers’ attitudes and intentions. The authors assess the impact of celebrity endorsement contracts on the expected profitability of a firm by using event study methodology. Their approach assumes that the announcement of a celebrity endorsement contract, usually widely publicized in the business press, is used as information by market analysts to evaluate the potential profitability of endorsement expenditures, thereby affecting the firm's expected return. Announcements of 110 celebrity endorsement contracts were analyzed. Results indicate that, on average, the impact of these announcements on stock returns is positive and suggest that celebrity endorsement contracts are generally viewed as a worthwhile investment in advertising.
Market Orientation and the Learning Organization
Authors: Slater Stanley F. , Narver John C.
Published: November 2018

Effective organizations are configurations of management practices that facilitate the development of the knowledge that becomes the basis for competitive advantage. A market orientation, complemented by an entrepreneurial drive, provides the cultural foundation for organizational learning. However, as important as market orientation and entrepreneurship are, they must be complemented by an appropriate climate to produce a “learning organization.” The authors describe the processes through which organizations develop and use new knowledge to improve performance. They propose a set of organizational elements that comprise the learning organization and conclude with recommendations for research to contribute to the understanding of learning organizations.
Influence Strategies in Buying Centers
Authors: Venkatesh R. , Kohli Ajay K. , Zaltman Gerald
Published: November 2018

Research on influence strategies has typically been conducted in interorganizational settings. In a departure from this tradition, the authors focus on influence strategies used by managers in buying centers. They develop a three-dimensional framework for classifying six prominent influence strategies—threats, promises, recommendations, requests, legalistic pleas, and information exchange. Drawing on this framework, the authors argue that the use of a particular influence strategy by a manager is likely to be related to two classes of antecedents: source and target characteristics. Additionally, they draw on the framework to argue that the effectiveness of alternative influence strategies is likely to vary in predictable ways. The authors investigate the pervasiveness of each of the six influence strategies in a study of 187 purchasing decisions and compare the findings to those previously obtained in interorganizational settings. Findings pertaining to the study's hypotheses provide insights into the relative effectiveness of the six influence strategies and the conditions under which certain influence strategies are more likely to be used.
Price Discrimination using in-Store Merchandising
Authors: Dhar Sanjay K. , Hoch Stephen J.
Published: November 2018

The authors compare the effectiveness of in-store coupons and straight off-the-shelf price discounts (bonus buys), in generating incremental sales and profits for the retailer. In five field tests, they find that, on average, in-store coupons lead to a 35% greater increase in the promoted brand's sales than bonus buys offering the same level of discount. Because redemption rates average 55%, in-store coupons produce a 108% greater increase in dollar profits than bonus buys. Both promotion vehicles have the same effect on the rest of the category, so coupons lead to higher overall category sales and profits. The authors develop a unified decision framework for a retailer maximizing category profits, that considers the trade-offs involved in using coupons and bonus buys in response to bill-back trade deals. Their empirical application in the ready-to-eat cereal category shows that the retailer passes through larger amounts of a trade deal when using in-store coupons. As a consequence, at the optimal discount level, unit category sales and dollar category profits are substantially higher with coupons. Robustness checks show that the findings hold over a wide range of parameter values and are, thus, generalizable.
Promotional Elasticities and Category Characteristics
Authors: Narasimhan Chakravarthi , Neslin Scott A. , Sen Subrata K.
Published: November 2018

The authors study the relationships between product category characteristics and average brand promotional elasticity within the category. They present a framework for understanding these relationships and use it to generate hypotheses. The authors also consider three types of promotions and seven category characteristics. They study 108 product categories and use data compiled from weekly scanner data, scanner panel data, and survey data. Their results indicate that promotional elasticities are higher for categories with relatively fewer number of brands, higher category penetration, shorter interpurchase times, and higher consumer propensity to stockpile. The authors find no statistically significant relationship between promotional elasticity and either impulse buying or private label market share. They discuss the reasons for these results and their managerial implications.
Impact of Salesperson Attraction on Sales Managers’ Attributions and Feedback
Authors: DeCarlo Thomas E. , Leigh Thomas W.
Published: November 2018

The authors develop a model of how a salesperson's task and social attraction affect a sales manager's causal attributions explaining the salesperson's poor performance and the manager's corrective feedback based on these attributions. The authors’ experimental results, based on a sample of 218 sales managers, suggest that (1) causal attributions, cognitive effort, and decision confidence are directly affected by task and social attraction; (2) the effects of task and social attraction on coercive feedback are mediated by internal attributions; and (3) external attributions play a partial, but negative, mediating role for nonpunitve feedback. The authors also find evidence that interpersonal affect directly influences manager feedback. Implications for research and practice are developed that recognize that appraisal processes are influenced by affect and attributional considerations, not simply bias and inaccuracy in rating performance itself.
The American Customer Satisfaction Index: Nature, Purpose, and Findings
Authors: Fornell Claes , Johnson Michael D. , Anderson Eugene W. , Cha Jaesung , Bryant Barbara Everitt
Published: November 2018

The American Customer Satisfaction Index (ACSI) is a new type of market-based performance measure for firms, industries, economic sectors, and national economies. The authors discuss the nature and purpose of ACSI and explain the theory underlying the ACSI model, the nation-wide survey methodology used to collect the data, and the econometric approach employed to estimate the indices. They also illustrate the use of ACSI in conducting benchmarking studies, both cross-sectionally and over time. The authors find customer satisfaction to be greater for goods than for services and, in turn, greater for services than for government agencies, as well as find cause for concern in the observation that customer satisfaction in the United States is declining, primarily because of decreasing satisfaction with services. The authors estimate the model for the seven major economic sectors for which data are collected. Highlights of the findings include that (1) customization is more important than reliability in determining customer satisfaction, (2) customer expectations play a greater role in sectors in which variance in production and consumption is relatively low, and (3) customer satisfaction is more quality-driven than value- or price-driven. The authors conclude with a discussion of the implications of ACSI for public policymakers, managers, consumers, and marketing in general.
The Resource-Advantage Theory of Competition: Dynamics, Path Dependencies, and Evolutionary Dimensions
Authors: Hunt Shelby D. , Morgan Robert M.
Published: November 2018

The authors respond to the thoughtful concerns raised by Dickson (1996) about the issue of path dependencies and the dynamics of resource-advantage (R-A) theory ( Hunt and Morgan 1995 ). Rather than R-A theory and Dickson's work being inconsistent, the authors point out that Hunt and Morgan (1995) cite Dickson's (1992) work on two different occasions as support for the dynamics of R-A theory. Furthermore, because R-A theory proposes that firms seek superior financial performance, when combined with the fact that all firms cannot be superior at the same time, R-A competition necessarily is dynamic. Moreover, though the issue of path-dependencies is more contentious than Dickson suggests, R-A theory fully accommodates path dependencies, because it is an evolutionary, nonconsummatory theory.
Sample Sizes in Chi-Square Tests for Measuring Advertising Effectiveness
Authors: Sprowls R. Clay
Published: November 2018

The concepts of alpha error, beta error, power and alternative hypotheses are first developed for a simple percentage problem in market research. These concepts are then used to explain the method of calculating sample size in the multi-cell case using the non-central Chi-Square distribution. The development is by means of an advertising research problem for delineating “different” geographical trading areas and the sample size necessary to detect differences of given magnitudes.
On the Accuracy of Recording of Consumer Panels: I
Authors: Sudman Seymour
Published: November 2018

This paper describes research in which an empirical model was developed which predicted product recording accuracy based on product position in the diary form used, complexity of entry, frequency of purchase, and type of product.
Random Selection of Respondents within Households in Phone Surveys
Authors: Troldahl Verling C. , Carter Roy E.
Published: November 2018

When interviewing by telephone, it is relatively difficult to make a random selection of adult respondents from within the households reached. The authors propose a new technique for within-household selection and present data concerning the effects of this procedure as used in surveys in Minneapolis-St. Paul, and Champaign-Urbana, Illinois.
On the Validity of Projective Questions
Authors: Steele Howard L.
Published: November 2018

Consumer responses to direct, indirect, and projective questions about milk as a fattening food were scaled and included with other variables in regression tests using family milk consumption as the dependent variable. Family size, homemaker education, and family income explained more change in milk consumption than did attitude variables. However, significant differences appeared between attitude responses to the projective question and those from the direct question about milk as a fattening food.

These differences show that projective techniques should be used where inhibitions may be raised in interviewing; in this study, problems relative to verbalizing concern about personal obesity and food prejudice probably resulted in stereotype answers to the more direct questions posed by interviewers.
Why Does “Brand Loyalty” Vary over Products?
Authors: Farley John U.
Published: November 2018

This paper tests hypotheses about why measured “brand loyalty” varies over product classes. Factor analysis is used to solve certain difficulties in the empirical testing. Brand switching in a product class appears to be associated with price activity, distribution, characteristics of the supply structure, and the importance of the product in the consumer's consumption patterns.
On the Use of Marketing Research in the Emerging Economies
Authors: Boyd Harper W. , Frank Ronald E. , Massy William F. , Zoheir Mostafa
Published: November 2018

There is little evidence that marketing research is being used to any extent in underdeveloped countries. Obstacles and technical difficulties in applying research techniques in these countries are discussed, and it is shown that marketing research practices often cannot be exported without modification.
The Interviewer and His Environment
Authors: Mayer Charles S.
Published: November 2018

An interviewer is confronted by many environmental factors which influence his effectiveness. This article attempts to establish the significance of some of them.
Random Sampling by Telephone— An Improved Method
Authors: Cooper Sanford L.
Published: November 2018

Conventional telephone directory sampling techniques fall short of producing a perfect sample of domestic telephone subscribers. Near the end of the 1963–64 local telephone directory year, when the number of new, but as yet unlisted, telephones was at its maximum, 18 percent of private telephones in use in the Greater Cincinnati area were not listed in the current directory. By means of a new technique for obtaining numbers, one large source of sampling error can now be virtually eliminated in sampling private telephone subscribers, whether listed or not.
Sequential Estimation as a Tool in Marketing Research
Authors: Moshman Jack
Published: November 2018

Sequential estimation is proposed as a rigorous, asymptotically valid technique in cases where it is administratively feasible to draw sample units one at a time. A special two-sample procedure is described as an alternative when it is more practical to conduct the sampling in large batches. The validity of neither technique requires prior knowledge of assumptions about the variance of the response parameter.
Factors Influencing the Relationship between Buying Plans and Ad Readership
Authors: Smith Stewart A.
Published: November 2018

➤Although generally more prospects than nonprospects read ads, little is known of the sources of variance in reader-prospect relationships. This study investigates the effects on this relationship of product advertised and ad size. Based on 413 Philadelphia Inquirer ads appearing over a one-year period, the analysis differentiated the ads into five product and four size categories. The results showed that the product advertised has moderate but statistically significant effects on reader-prospect relationship, while ad size and product-size interaction are nonsignificant.
Soviet Research on Audience Reaction to Motion Pictures
Authors: Rimberg John
Published: November 2018

➤Marketing research studies in Communist countries are not altogether new. The motion picture industry in the Soviet Union has been conducting such studies for decades. Consumer opinion has always been important to the Soviet film business. Open discussion and anonymous questionnaires are used to ascertain consumer reaction to the products of the Soviet film industry, as a guide to future output.
Survey Data as Evidence in Trademark Infringement Cases
Authors: Thompson Donald L.
Published: November 2018

➤There are still many basic, unresolved issues with respect to the status of survey data as legal evidence. In cases involving unfair trade, particularly alleged trademark infringement, public opinion surveys exist as an attractive, logical basis for making a decision. Increasingly, litigants have attempted to introduce such data, often with quite unpredicted and unexpected results.

Evaluation is made of major survey research problem areas in terms of their legal significance. The article is designed to acquaint the survey research specialist with some of the practical and conceptual problems encountered in preparing survey data for court.
Social Character and Differential Preference for Mass Communication
Authors: Kassarjian Harold H.
Published: November 2018

The basic hypothesis of this study is that a meaningful typology of consumer behavior may be segmented along the lines of social character delineated by David Riesman. Under experimental conditions inner- and other-directed subjects indicated a differential preference for specially created advertisements developed to appeal to these two character types. Further, the study analyzed differential exposure to mass media and differential preference for mass media content.
An Emerging Apologetic of Managerialism?: Theory in Marketing, 1964
Authors: Grether E. T.
Published: November 2018

This book review article of the recently published Theory In Marketing interprets the general significance of the essays in terms of the adaptation of management to broad societal, nonmarket environmental forces. It is suggested that it would be preferable to focus environmental forces through a conceptualization of the competitive market system.
Improving the Sales Forecast for Consumer Durables
Authors: Brown D. A. , Buck S. F. , Pyatt F. G.
Published: November 2018

Two methods are given for estimating future demand for durable goods. Both require detailed information on past consumer purchasing behavior but not on future intentions. The first method considers the different segments of the total market, and the second deals with household preferences and priority patterns. The replacement component of the market is considered in terms of a life distribution.
Toward a Methodology of Market Analysis
Authors: King William R.
Published: November 2018

Study of the methodology of market analysis is a necessary part of the development of a science of marketing. A case study in market analysis is presented to illustrate the actual problem-solving process, rather than just the rationalized reconstruction of the process often reported.
A Mathematical Model of Consumer Behavior
Authors: Lipstein Benjamin
Published: November 2018

A mathematical model is presented of consumer behavior in the marketplace under advertising stimulation. The model relates advertising effort to attitude changes and consumer purchases, using a nonstationary Markov process. A new analytical method of handling nonstationary stochastic matrices is developed. The behavior of brand shares under different market conditions is considered along with numerical examples of how the model operates.
Testing the Significance of Consumer Complaints
Authors: Kurth Rudolf
Published: November 2018

A simple statistical procedure is proposed which indicates whether or not the rate of consumer complaints is unacceptably high.
Television Commercial Test Scores and Short-Term Changes in Market Shares
Authors: Buzzell Robert D. , Kolin Marshall , Murphy Malcolm P.
Published: November 2018

In this rejoinder, the authors reply to the criticism of the Schwerin Analyses made by Messrs. Fothergill and Ehrenberg.
Attitude Change and Cognitive Dissonance
Authors: Auster Donald
Published: November 2018

The comparative effect of factual and ideological propaganda was investigated by means of a controlled experiment in which matched groups were exposed to films exemplifying these persuasive techniques. Results disclosed the greater influence of the ideological film, which was also the least liked. Further analysis provided empirical support for cognitive dissonance as an explanation.
Are Open-ended Questions Worth the Effort?
Authors: Payne Stanley L.
Published: November 2018

Free-answer questions are so troublesome that banning them from full-scale surveys has been suggested. A recent experiment finds them inefficient and no more productive of depth or of valid answers than checkbox questions are. Their indicated use may be confined to the development and pretesting phases of surveys.
Order and Homogeneity of Family Specific Brand-switching Processes
Authors: Massy William F.
Published: November 2018

Most empirical work on Markov processes for brand choice has been based on aggregative data. This article explores the validity of the crucial assumption that underlies such analyses, i.e., that all the families in the sample follow a Markov process with the same or similar transition probability matrices. The results show that there is a great deal of diversity among families’ switching processes, and that many of them are of zero rather than first order.
Identifying Industrial Buying Responsibility
Authors: Weigand Robert E.
Published: November 2018

The empirical data presented here add to the evidence concerning how individuals in an institution perceive their responsibilities. In particular, they demonstrate considerable disparity between how a group of purchasing agents see themselves and how others in a firm see them.
Methods for Determining Store Trade Areas, Market Penetration, and Potential Sales
Authors: Applebaum William
Published: November 2018

➤ This article presents an improved method for determining trade areas and market penetration of existing stores, and an analog method for estimating potential store sales at a given location. The analog method is derived from results developed from a study of existing stores.
A Construct for Comparative Marketing Research
Authors: Boddewyn J.
Published: November 2018

➤ Future comparative marketing studies will profit from a conceptual framework of what must be compared among marketing systems. Unlike other constructs proposed, this one focuses on comparing marketing systems, rather than on analyzing the impact of their environment.
The Analysis of Market Efficiency
Authors: Preston Lee E. , Collins Norman R.
Published: November 2018

➤ Marketing efficiency has been appraised primarily in terms of the relationship between trading costs and volume, although this simplification has been criticized for neglecting qualitative factors. Four more specific indicators of market efficiency are identified: (1) viability-stability, (2) ratio of units traded to marketing effort, (3) revenues of market participants and (4) realization of potential transactions. Results of simulation analysis show that these indicators are, at least in principle, measurable, and that they are not closely correlated with each other.
Corporate Style versus Corporate Image
Authors: Easton Allan
Published: November 2018

➤ The corporate image is usually derived from a study of the collective impressions of a population; the corporate style, from observation of the behavior of the firm. This article describes a factor analytic study of selected business data by which some attributes believed to constitute the style are identified.
Confessions of an Interview Reader
Authors: Adler Lee
Published: November 2018

➤ The reader may consider himself fortunate if after reading this note he finds that he is no worse off than he was before.
Direct Observation of Purchasing Behavior
Authors: Wells William D. , Lo Sciuto Leonard A.
Published: November 2018

Much market research relies on consumers’ retrospective reports of purchasing behavior. This article shows that it is possible to supplement and enrich questionnaire results by making direct observations of purchasing. It describes the observation technique, discusses advantages and limitations, and presents some specimen results.
Analysis of Irregular Two-Dimensional Distributions of Consumer Buying Choices
Authors: Benson Purnell H.
Published: November 2018

This article develops and applies a solution for mathematically describing two-dimensional distributions of buying choices. The procedure applies the modified lognormal function which is advocated for analyzing irregular one-dimensional distributions. The result, in the form of a sales dot diagram, is a useful management tool.
The Structure of Consumer Assets: An Exploratory Study
Authors: Douglas Edna
Published: November 2018

It is hypothesized that consumers tend to acquire complementary assets at a rate which equates the chance in the cube root of each. Empirical data on annual holdings of consumer stocks are examined for evidence of this relationship. Implications for marketing research are indicated.
Survey of Marketing Research Directors of Fortune 500 Firms
Authors: Krum James R.
Published: November 2018

This survey which had almost a 73 percent response, reveals backgrounds, organizational reporting patterns, and promotional possibilities of marketing research directors of large industrial firms. The article includes comparisons with previous studies.
Testing Brand - Switching Models
Authors: Morrison Donald G.
Published: November 2018

In most proposed models of consumer behavior, analytical methods of parameter estimation have proven intractable. In this article a computational method for obtaining minimum chi-square estimates is presented. In this method a goodness-of-fit statistic that can be used for testing hypotheses is a by-product of the parameter estimation. A quantitative approach for discriminating among competing models of consumer behavior is also developed. Some empirical results are presented to illustrate the concepts developed.
Developing Marketing Strategy through Multiple Regression
Authors: Hughes G. David
Published: November 2018

Multiple regression in the cross section is explored as a means of identifying those attitudinal, economic, and sociological variables that are most closely associated with purchases at a selected retail store. The appropriateness of linear and logarithmic functions is examined and the results are translated into recommendations for marketing strategy.
Behavioral Experiment in Two-Person Bargaining
Authors: Green Paul E. , Gross Irwin , Robinson Patrick J.
Published: November 2018

This article explores some of the behavioral implications of two-person bargaining. The generality of Schelling's prominence principle for splitting the difference is examined under a variety of conditions. The authors conclude with a discussion of the possible uses of bargaining experiments in the development of descriptive and normative marketing theory.
Determinants of Market Share
Authors: Weiss Doyle L.
Published: November 2018

The economic well-being of a business firm can often be summarized in terms of its market share. Market share responds to price, advertising expenditures, retail availability, and product characteristics. Marketing managers are compelled to understand the dynamics of market share behavior in these terms. This article is an analysis of market share movements for a low-cost, frequently purchased consumer product. It represents a first effort in understanding such movements for marketing management's major decision variables.
Relative Effectiveness of Advertisements of Foreign and Domestic Origin
Authors: Schleifer Stephen , Dunn S. Watson
Published: November 2018

This study tests in a controlled laboratory environment some basic factors that may influence the successful or unsuccessful transfer of advertising campaigns from one country to another.
Repeat-Purchase Estimation and the Linear Learning Model
Authors: McConnell J. Douglas
Published: November 2018

Using experimentally generated data and a method of estimating parameters developed by Massy, the linear learning model was tested as a predictor of brand repeat purchasing. The results differ from those reported earlier and indicate that the model may not be as useful as others have suggested.
Industrial Marketing Research in Britain
Authors: Wilson Aubrey
Published: November 2018

Industrial marketing research in Great Britain is now widely accepted and used. Over recent years the information yield of projects has improved to a considerable extent because of new approaches to management's information needs. In this article the author examines the state of the art of industrial marketing research in Britain at the present time.
A Mathematical Modeling Approach to Product Line Decisions
Authors: Urban Glen L.
Published: November 2018

Interdependencies among brands in a firm's product line should be considered when marketing strategies are formulated. This article develops a mathematical model of the interaction among products for normative strategy recommendations. An empirical example applying the a priori model to a product line decision suggests that the model prespecification is relevant and useful.
Patterns of Buyer Behavior: Time for a New Approach?
Authors: Lawrence Raymond J.
Published: November 2018

Toothpaste brand purchases following a switch from a brand previously bought regularly are analyzed from consumer panel data. It is suggested that the results do not fit existing learning theory models. New categories of consumer decision processes which are meaningful from a behavioral point of view are recommended.
Self-Confidence and Persuasibility in Marketing: A Reappraisal
Authors: Shuchman Abe , Perry Michael
Published: November 2018

Two marketing studies that investigated relationships between self-confidence and persuasibility are reanalyzed. It is shown that the results of these studies are mostly contradictory, that some conclusions drawn by the investigators are wrong, that other conclusions are dubious, and that, in all, self-confidence is not an important determinant of persuasibility.
On the Interpretation of Discriminant Analysis
Authors: Morrison Donald G.
Published: November 2018

With the availability of “canned” computer programs, it is extremely easy to run complex multivariate statistical analyses. However, it is not as easy to interpret the output of these programs. This article offers some comments about the well-known technique of linear discriminant analysis; potential pitfalls are also mentioned.
Product Testing in Segmented Markets
Authors: Reitter Robert N.
Published: November 2018

Segmentation, as a marketing outlook, conflicts with the aims of traditional preference testing. Modified semantic differential scales can enable the researcher to study preference for alternative products and concepts among relevant market segments. The approach also provides more diagnostic information to guide further product development.
Experimental Analysis of Predecision Information Seeking
Authors: Swan John E.
Published: November 2018

A simulated consumer choice experiment showed that where the same brands appeared across a set of trials, prechoice information seeking declined as the subjects evidently learned to choose by brand. Information seeking was also lower for satisfactory, as compared with optimal, choice.
Advertising Effectiveness and Risk in the Consumer Decision Process
Authors: Barach Jeffrey A.
Published: November 2018

The persuasion of advertising is examined in terms of the risks women face in their decisions as consumers. Experimental results relate self-confidence, risk style, and product importance to the effect of TV commercials on brand choices for regular and instant coffee, shampoo, margarine, and household wraps. The data confirm the curvilinear effect of generalized self-confidence on persuasibility. They also show that persuasion is strongly affected by a woman's risk style. The effects of these psychological variables are enhanced for more important products, while the overall level of persuasion decreases as importance increases.
Consumer's Purchase Decision Process: Stochastic Models
Authors: Rao Tanniru R.
Published: November 2018

Little progress has been made in building realistic models of consumer's purchase behavior as a function of the dynamic environment in which she makes her buying decisions. This article analyzes, probabilistically, relationships among selected elements of a consumer's purchase decision: brand purchased, store visited, and size of purchase.
Conditional Trend Analysis: A Model that Allows for Nonusers
Authors: Morrison Donald G.
Published: November 2018

Goodhardt and Ehrenberg have developed a useful stochastic model for analyzing period-to-period fluctuations in sales. In this article we generalize their model to allow for nonbuyers of the product category. A systematic bias in their simple negative binomial distribution (NBD) model is demonstrated. In fact if the proportion of nonbuyers is large, the simple model will be wrong. We also give explicit formulas and directions that allow a moderately sophisticated analyst to perform his own conditional trend analysis.
Experimental Analysis of Theory of Promotion at Point of Consumption
Authors: Peterson Robin T.
Published: November 2018

This laboratory-type experiment examined and produced evidence of the effectiveness of promotion at the time of consumption, relative to pre- and post-consumption promotion, as a means of enhancing consumer attitudes toward a brand.
Prediction of New Product Performance: An Analytical Approach
Authors: Claycamp Henry J. , Liddy Lucien E.
Published: November 2018

Few attempts have been made to build analytical models for predicting product performance before market introduction. This article describes and applies a model for predicting consumer trials and repeat purchases as a function of controllable and uncontrollable marketing variables.
Consumer Choice Behavior: An Experimental Approach
Authors: Hansen Flemming
Published: November 2018

Predicting consumer behavior with attitude measures has not always been successful. It is proposed to deal directly with the attitude components. In this article one such approach is discussed, and experimental evidence is presented suggesting it is worthwhile to distinguish between the values consumers hold and the way in which they perceive the alternatives.
Responsiveness of Drug Store Sales to Shelf Space Allocations
Authors: Kotzan Jeffrey A. , Evanson Robert V.
Published: November 2018

Sales-to-shelf facing relationships for three drug store products were proven significant in eight chain drug stores over a period of nine to sixteen weeks. Courses of action for the manufacturer and the retailer are defined by the significance of the relationship.
A Model of Multi-Brand Buying
Authors: Ehrenberg A. S. C. , Goodhardt G. J.
Published: November 2018

For any two brands of a frequently-bought product in a given time-period, the proportion of buyers of one brand who also buy the other brand is generally directly proportional to the total number of buyers of that brand. Such duplicated buyers of two brands buy each brand with an average frequency which tends to be a fixed fraction of that with which all buyers of each brand buy it.
Can Independent Responses be Obtained from various Members in a Mail Panel Household?
Authors: Nuckols Robert C. , Mayer Charles S.
Published: November 2018

A traditional problem with mail surveys is that there is no control on who answers the questionnaire. This study attempted to have members of husband-wife families complete two questionnaires independently. The results show that independent surveys cannot be conducted in the same household by mail and cast doubt on the ability to reach members other than the housewife in mail panel families.
Q Analysis of Large Samples
Authors: Johnson Richard M.
Published: November 2018

Q analysis, the factor analysis of person-by-person correlation matrices, becomes unmanageable with large samples. There is, however, a one-step approach for computing principal components of the matrix of correlations among an unlimited number of individuals, so long as the number of response items is limited.
Dimensions of Marital Roles in Consumer Decision Making
Authors: Davis Harry L.
Published: November 2018

Researchers often make oversimplified assumptions about the structure of husband-wife roles in consumer decisions and the sufficiency of responses from one spouse. Questions about the dimensionality of decision roles and the extent of role consensus are considered using data reported by husbands and wives on relative influence in automobile and furniture purchase decisions.
The Identity of Women's Clothing Fashion Opinion Leaders
Authors: Summers John O.
Published: November 2018

This article analyses the characteristics of women's clothing fashion opinion leaders. The data suggest that substantial differences exist between fashion opinion leaders and non-leaders on a wide variety of demographic, sociological, attitudinal, communication, and fashion involvement measures.
Quick Clustering
Authors: Kamen Joseph M.
Published: November 2018

A rapid method for clustering variables is presented. The uses, values, limitations, and precautions are discussed, and several examples of diverse applications are given.
The Effect of a Trading Stamp Discontinuance on Supermarket Performance: A Panel Approach
Authors: La Londe Bernard J. , Herniter Jerome
Published: November 2018

The relative efficiency of trading stamps as a promotional tool has been debated by the supermarket industry for many years. This study presents the results of a panel type study designed to evaluate changes in consumer supermarket shopping patterns which occur when one chain in a metropolitan area discontinues trading stamps.
A Moving Cross-Section Analysis of Demand for Toothpaste
Authors: Palda Kristian S. , Blair Larry M.
Published: November 2018

MRCA panel data on toothpaste expenditures are used to demonstrate how time series and cross-sectional bias can be eliminated by the method of covariance regression from single-equation demand least squares estimates.