bluuebunny/crossref_metadata_2025 huggingface dataset:
Nearctic species related to Diogmites angustipennis Loew (Diptera: Asilidae)
Authors: BARNES JEFFREY K.
Published: December 2018

Diogmites bilobatus sp. nov. is described from museum specimens collected in the south central and southwestern United States and northern Mexico. Its close resemblance to the widespread D. angustipennis Loew is established. Diogmites grossus Bromley syn. nov., D. pulcher (Back) syn. nov., and D. symmachus Loew syn. nov. are synonymized with D. angustipennis, and lectotypes are designated for D. angustipennis and D. symmachus. Notes on morphological variation, habitat, prey, distribution, and phenology are provided for D. bilobatus sp. nov. and D. angustipennis.
Description of a new species and first records of two species of Leuropeltis Hebard, 1921 (Blattellidae, Pseudophyllodromiinae) from Brazil
Authors: LOPES SONIA MARIA , KHOURI ANDRÉA
Published: December 2018

Leuropeltis urubuzense sp. nov. is described from the state of Amazonas, and two previously described species, L. atopa Hebard and L. hebardi Gutiérrez, are reported for the first time from Brazil. A key is presented for the six species included in the genus.
Synonymization of the genus nomen Dendroplex Swainson, 1827 and description of a new genus of woodcreeper (Aves: Passeriformes: Dendrocolaptidae) with remarks on Articles 67.5 and 70.3 of the Code
Authors: RAPOSO MARCOS A. , DUBOIS ALAIN , KIRWAN GUY M. , DE ASSIS CLAYDSON PINTO , HÖFLING ELIZABETH , STOPIGLIA RENATA
Published: December 2018

The polytypic Straight-billed Woodcreeper Dendroplex picus (J. F. Gmelin, 1788) is one of the most complex species-groups of Dendrocolaptidae (Aves: Passeriformes), from both the nomenclatural and morphological standpoints. Firstly, its alpha taxonomy is debatable. Virtually all recent works (e.g. Aleixo 2002; Marantz et al. 2003; del Hoyo & Collar 2016) have recognized just two species in the group—Dendroplex picus and Zimmer’s Woodcreeper Dendroplex kienerii (Des Murs, 1856)—although some of the other described taxa possess singular morphological characters and well-defined ranges somewhat isolated from their geographically closest relatives (e.g. Plain-throated Woodcreeper Dendroplex picirostris Lafresnaye, 1847). Secondly, the correct genus to which to allocate taxa presently included in this group (vide Aleixo 2002) has been controversial. There is a considerable confusion as to which nominal species should be regarded as the type of Dendroplex Swainson, 1827b. Three species are involved in the dispute (Cory & Hellmayr 1925; Peters 1951; Aleixo et al. 2002; Marantz et al. 2003; Aleixo et al. 2007): Oriolus picus J. F. Gmelin, 1788; Dendrocolaptes guttatus M. H. C. Lichtenstein, 1818; and Dendrocolaptes ocellatus Spix, 1824. Here, we re-examine the nomenclatural issue and show that application of the nomen Dendroplex to the clade comprising the species-group D. picus (Aleixo et al. 2007) is based on a misunderstanding of the application of Article 70.3 of the Code (Anon. 1999) and that Dendrocolaptes ocellatus Spix, 1824, is its real type species. Consequently, the genus Dendroplex Swainson, 1827b, must be considered a junior synonym of Xiphorhynchus Swainson, 1827a. Because no generic nomen is currently available for them, we propose a new genus nomen to encompass the species originally described as Oriolus picus J. F. Gmelin, 1788, Dendroplex picirostris Lafresnaye, 1847, and Dendrornis kienerii Des Murs, 1856.
A review of Quadrimaera Krapp-Schickel & Ruffo, 2000 (Amphipoda: Senticaudata) from Brazil
Authors: ALVES JESSIKA , NEVES ELIZABETH , JOHNSSON RODRIGO
Published: December 2018

Two new species of Quadrimaera are described from Brazil. Quadrimaera yemanjae sp. nov. shows article 2 of mandibular palp longer than the others, coxa 1 with anteroventral corner rounded and 8 concavities on gnathopod 2 propodus palm. Quadrimaera miramirandella sp. nov. shows coxa 1 with anteroventral corner rounded and produced, gnathopod 1 with carpus longer than propodus with plumose setae, telson lobes equal in length. New distributional records are reported for Q. cristianae, Q. rocasensis and Q. pieteri. The female of Quadrimaera rocasensis is described for the first time. Quadrimaera pieteri is reviewed and established in Brazil. A taxonomic key of the genus is provided.
Polarization Without Poles: Machiavellian Conflicts and the Philippines’ Lost Decade of Democracy, 2000–2010
Authors: Arugay Aries A. , Slater Dan
Published: December 2018

The Philippines’ long democratic experience has been remarkably free of deeply politicized cleavages. Roman Catholicism as a hegemonic religion prevents religious polarization, ethnic identity fragmentation limits ethnic polarization, and weak parties forestall ideological or class polarization. Nevertheless, the country suffered a crisis of polarization during the short-lived Estrada presidency (1998–2001) and that of his successor, Gloria Macapagal-Arroyo (2001–2010). The severe conflict was a product of power maneuvers by anti-Estrada forces, followed by anti-Arroyo actors returning the favor, given her gross abuses of power. Echoing Machiavelli’s famous distinction, the conflict pitted Estrada’s popoli (the many) against Arroyo’s oligarchic grandi (the few). This Machiavellian conflict ended with an oligarchic reassertion of Madisonian democratic rule through the electoral victory of Benigno Simeon Aquino III in 2010. We conclude the article by considering whether the populist challenge of current president Rodrigo Duterte (2016– ) might spark a similarly destabilizing conflict in the years to come.
Seven Tenets of Creative Research
Authors: Dichter Ernest
Published: December 2018

Research in its real sense means continuous searching. To be scientific, it has to submit to the same criteria whether applied in the marketing field or the atomic field. These standards involve the formulation of hypotheses and their validation.

In this provocative article, Dr. Dichter develops seven such tenets, which he sees as prerequisites for a sensitive and creative diagnosis of “why” questions in any field.
The Missing 80,000 Towns
Authors: MacNeal Edward A.
Published: December 2018

Direct mail is the second largest advertising medium in the United States. The author of this article describes a market-research program which enables his company to select consumers on the basis of social and economic characteristics. The program, called “The 9,500 Plan,” is one of the largest research and statistical tasks ever undertaken in the direct-mail field.
Fitting the Semantic Differential to the Marketing Problem
Authors: Mindak William A.
Published: December 2018

How can we QUANTIFY abstract qualitative data that deal with consumers’ reactions to the image of a brand, product, or company? This article suggests new uses for the semantic differential, and presents a case study showing recent modifications of this useful technique.
The Effectiveness of Marketing Policy Boycotts: Environmental Opposition to Marketing
Authors: Garrett Dennis E.
Published: December 2018

Marketing strategists assert that environmental management is a critical marketing task. However, little attention has been given to environmental forces that actively oppose an organization's marketing policies. Protest groups often use boycotts in an attempt to coerce an organization to modify allegedly harmful marketing policies. The author proposes and tests a theory of the effectiveness of such boycotts.
Evaluating and Improving Argument-Centered Works in Marketing
Authors: Skipper Robert , Hyman Michael R.
Published: December 2018

Marketers have yet to adopt a standard repertoire of techniques with which they can critically evaluate argument-centered works. Certain analytical techniques of the logician are proposed for evaluating such works. The authors provide an example to illustrate the use and value of these techniques.
The Delphi Process in Marketing Decision Making
Authors: Jolson Marvin A. , Rossow Gerald L.
Published: December 2018

This article describes a field experiment which uses the Delphi Process to assign subjective probabilities to the set of possible demand levels for a company's product. The method is validated by the use of questions to which the “correct” answers are known.
The Influence of Brand Ambiguity on Brand Attitude Development
Authors: Miller Stephen J. , Mazis Michael B. , Wright Peter L.
Published: December 2018

This article presents the results of an experimental study of the dynamics of attitude development toward a new brand. The role of consumer familiarity with a new brand name in evaluation of product characteristics is examined.
Interpersonal Communication in Marketing: An Overview
Authors: Hulbert James , Capon Noël
Published: December 2018

Interpersonal communication in marketing is approached from a perspective that focuses on communication signs. A classification scheme is presented and relevant literature surveyed. Directions for future research are suggested.
ADMOD: An Advertising Decision Model
Authors: Aaker David A.
Published: December 2018

ADMOD is an advertising decision model which is designed to address simultaneously the budget decision, the copy decision, and the media-allocation decision. The model, which focuses upon specific consumer decisions that advertising is attempting to precipitate, is illustrated with an example.
Consumer Choice Strategies: Simplifying Vs. Optimizing
Authors: Wright Peter
Published: December 2018

Designing effective marketing programs requires forecasting the choice strategy a consumer will use in a given decision environment. Both simplifying and optimizing considerations may affect the strategy used. This study found individuals’ perceptions of different strategies as simplifiers and optimizers varied, with number of options being reviewed operating as a moderator.
Organizational Climate and Job Satisfaction in the Salesforce
Authors: Churchill Gilbert A. , Ford Neil M. , Walker Orville C.
Published: December 2018

This report concerns the impact of several organizational climate variables on the job satisfaction of a cross-section of industrial salesmen. To gain greater insight into how climate affects salemen's feelings about their jobs, the relationships between each climate variable and each of seven components of job satisfaction also are examined. Finally, the managerial implications of the findings are explored, and actions that might lead to improvements in salesforce morale are discussed.
Broadening the Scope of Methodological Research on Mail Surveys
Authors: Houston Michael J. , Ford Neil M.
Published: December 2018

Methodological studies on mail surveys typically assess the effectiveness of a device with respect to only one dependent variable—response rate. Other factors in the use of mail surveys, i.e. response speed and quality, also require methodological research. This report includes a discussion of these factors and a review of the findings of studies that have included them as dependent variables.
On the Validity and Reliability of Direct Similarity Judgments: A Comment
Authors: Wilkes Robert E. , Wilcox James B.
Published: December 2018

A recent JMR article raised several conceptual issues concerning the use of direct similarity judgments in multidimensional scaling analysis. This comment questions certain portions of the methodology used in the original article.
On Establishing Convergent Validity: A Reply to Wilkes and Wilcox
Authors: Summers John O. , Mackay David B.
Published: December 2018

In reply to Wilkes and Wilcox, the authors discuss the process by which convergent validity is investigated and relate it to the procedures adopted in their original article. They discuss the Wilkes and Wilcox study and question their assumptions concerning the “task complexity” of direct similarity and map (configuration) evaluation judgments.
Determination of Sales Potentials and Performance for an Industrial Goods Manufacturer
Authors: Cox William E. , Havens George N.
Published: December 2018

An industrial goods manufacturer, The Hansen Manufacturing Company, has successfully measured the sales performance of its industrial distributors by a method based on the determination of territory sales potentials. This note illustrates why and how the method was developed and applied for Hansen.
The Interaction of Refusal and Not-at-Home Sources of Nonresponse Bias
Authors: Wilcox James B.
Published: December 2018

Refusals and not-at-homes generally are assumed to be independent sources of bias in survey research. The validity of that assumption was studied empirically and a typology of interaction for the two sources of error is presented.
Comments on Pooling Issues and Methods in Regression Analysis
Authors: Brobst Robert , Gates Roger
Published: December 2018

Bass and Wittink cite Wallace's “weaker” criteria to justify pooling data that fail to meet the conventional homogeneity test. They did not, however, actually conduct the test. If they had, they would have found pooling to be inappropriate even under the weaker criteria.
Relationship between Salesperson Performance and Understanding of Customer Decision Making
Authors: Weitz Barton A.
Published: December 2018

A multistage model of the process by which an industrial salesperson influences a customer's preferences is introduced. The relationship between a salesperson's abilities during the two initial stages—impression formation and strategy formulation—and relative sales performance was examined. Industrial salespeople's perceptions of their customers’ brand attribute perceptions were matched against the customers’ actual perceptions, and a normative change strategy model was matched against the salespeople's reported change strategies. Variations in these abilities accounted for 20% of the variance in actual field sales performance.
A Psychometric Development of a Test for Consumer Alienation from the Marketplace
Authors: Allison Neil K.
Published: December 2018

Alienation has interested philosophers and researchers for many years, but only recently has empirical study been directed toward consumer alienation from the marketplace. The author reports the development of a test to measure alienation from the marketplace based on psychometric principles. The findings suggest that a reliable and valid measure has been constructed. The consumer alienation scale was found to be unidimensional rather than consisting of identifiable subscales. In addition, areas for future research that will aid the marketing manager in applying knowledge of consumer alienation to decision making are discussed.
A Functional Approach to Attitude Measurement
Authors: Locander William B. , Spivey W. Austin
Published: December 2018

In this research, Katz's functional theory is used to examine theoretical, measurement, and statistical issues surrounding the problems of operationalizing the utilitarian, value-expressive, knowledge, and ego-defensive functions. The results are very encouraging in that they show the functional approach offers a multifaceted, motive-based measure which links motives to attitudes.
State-of-Mind Effects on the Accuracy with Which Utility Functions Predict Marketplace Choice
Authors: Wright Peter , Kriewall Mary Ann
Published: December 2018

Derived and reported utility functions for members of a high school junior's family were used to predict actual college applications made the next year. The manipulations were whether or not advance deliberations were prompted before the utility measurement and whether or not subjects imagined an imminent commitment deadline. The predictions were poorer when subjects did not deliberate in advance or imagine a commitment was imminent. The reported utilities gave better predictions than the derived ones.
Assessing the Impact of Short-Term Supermarket Strategy Variables
Authors: Wilkinson J. B. , Mason J. Barry , Paksoy Christie H.
Published: December 2018

The authors examine the relative importance of temporary price reductions, display alternatives, and newspaper advertising to unit sales of supermarket products. The research was conducted as an in-store pricing experiment characterized by a factorial design.
On the Validation of Lifestyle Traits: A Review and Illustration
Authors: Lastovicka John L.
Published: December 2018

How valid are lifestyle trait concepts and measures? A literature review shows little published evidence to suggest lifestyle trait researchers have rigorously tested the validity of their concepts and measures. An illustrative validation study demonstrates how trait validation efforts can improve. The validation study carefully scrutinizes three previously proposed lifestyle traits and provides only partial support for the validity of two of the three traits evaluated.
Perceived Organizational Climate and the Process of Salesperson Motivation
Authors: Tyagi Pradeep K.
Published: December 2018

The author examines how organizational climate contributes to salespersons’ intrinsic and extrinsic motivation to perform. On the basis of expectancy-valence theory of motivation, specific relationships between organizational climate and motivational components are tested using a sample of insurance salespersons. Managerial implications and future research directions are discussed.
More on the Prediction of Mail Survey Response Rates
Authors: Parasuraman A.
Published: December 2018

The author discusses some omissions in, and limitations of, recent efforts to model mail survey returns over time. Additional data are analyzed to develop a generalized model of response rate over time, and a practical approach is proposed for estimating mailing requirements for surveys that have specific time deadlines and response requirements.
The Pretest in Survey Research: Issues and Preliminary Findings
Authors: Hunt Shelby D. , Sparkman Richard D. , Wilcox James B.
Published: December 2018

Despite their widely recognized importance in survey research, pretests have received little methodological attention. The authors summarize the current state of the art and report results from an empirical investigation of the effectiveness of respondent verbalizations in pretesting. The results suggest that pretesting is effective in identifying some types of problem questions but not others.
ADPULS: An Advertising Model with Wearout and Pulsation
Authors: Simon Hermann
Published: December 2018

Although empirical evidence shows that advertising wears out over time and that advertising pulsation may be superior to a strategy of constant spending, current advertising models neither represent the wearout phenomenon nor consider pulsation as an optimal strategy. In this article, the wearout phenomenon is represented in a model which distinguishes between level stimuli and differential stimuli of advertising. The model is applied to several brands, and both advertising stimuli are found to be significant. A pulsation strategy is shown to be optimal under both an unconstrained and a constrained advertising budget.
Recent Developments in Structural Equation Modeling
Authors: Jöreskog Karl G. , Sörbom Dag
Published: December 2018

The authors describe new developments in structural equation modeling as incorporated in LISREL V. The procedures are illustrated on data from three previous studies.
Multicollinearity in Structural Equation Models with Unobservable Variables
Authors: Jagpal Harsharanjeet S.
Published: December 2018

The author develops a new ridge estimator for the treatment of multicollinearity in structural equation models with unobservable variables. The method is illustrated by a simple model of advertising in the multiproduct firm. For the nonlinear interaction model, ordinary partial least squares (PLS) estimation leads to highly unstable results and meaningless estimates of advertising effectiveness. In contrast, the ridge PLS estimates are remarkably stable under perturbation and lead to managerially useful results.
The Reliability and Validity of Key Informant Data from Dyadic Relationships in Marketing Channels
Authors: John George , Reve Torger
Published: December 2018

Key informant reports from both sides of a set of wholesaler-retailer dyads are analyzed to investigate the convergent and discriminant validity of the measures. These measures, derived from a political economy model, describe the structural form and collective sentiments within the dyadic interaction. The results indicate that the structural form measures have convergent and discriminant validity. However, the sentiments variables fail to show adequate validity. The methodological and theoretical implications of the results are assessed.
Does Attitude toward the Ad Affect Brand Attitude under a Brand Evaluation Set?
Authors: Gardner Meryl Paula
Published: December 2018

The results of an experiment examining the use of attitude toward the ad and brand-related beliefs in brand attitude formation under two different processing “sets”—brand evaluation and nonbrand evaluation—are reported. Findings suggest that attitude toward the advertisement affects attitude toward the advertised brand as much under a brand evaluation set as under a nonbrand evaluation set.
Competition, Strategy, and Price Dynamics: A Theoretical and Empirical Investigation
Authors: Rao Ram C. , Bass Frank M.
Published: December 2018

The authors explore how competition affects dynamic pricing of new products. Dynamics of diffusion, saturation, and cost reduction due to experience are all considered, with emphasis on the last. The competition among firms is modeled as a dynamic Nash equilibrium in which each firm chooses its optimal dynamic strategy, correctly anticipating its rivals’ strategies. The dynamics of price and market share are characterized for an n-firm oligopoly. Empirical examination of price paths across eight products in the semiconductor components industry shows them to be consistent with analytical results.
Using a Variety-Seeking Model to Identify Substitute and Complementary Relationships among Competing Products
Authors: Lattin James M. , Mcalister Leigh
Published: December 2018

Current techniques using brand-switching data to infer competitive relationships among products are based on the assumption that those brands most frequently switched between are the closest substitutes. For product classes in which variety seeking is an important determinant of consumer behavior, this assumption is probably violated. A technique is proposed which accounts for the fact that consumers may switch between brands not because the brands are substitutes, but because the brands complement one another to meet the consumers’ desire for variety. The approach utilizes constrained nonlinear optimization to determine model coefficients that describe substitution and complementarity among brands. The proposed technique is illustrated with individual consumption histories for a frequently purchased packaged good and is shown to extend the range of insights provided by current brand-switching techniques.
Testing the Exact Order of an Individual's Choice Process in an Information-Theoretic Framework
Authors: Vanhonacker Wilfried R.
Published: December 2018

The author discusses an information-theoretic approach to testing the exact order of an individual's brand choice process and compares it with alternative tests that perform a similar task. Special focus is on the relative statistical power of the various tests when limited choice sequences are available. Considering computational complexity and statistical power, the author suggests instances in which the information-theoretic test is preferred.
Forecasting the Impact of Socioeconomic and Demographic Change on Product Demand
Authors: Mccann John M. , Reibstein David J.
Published: December 2018

The U.S. population is expected to undergo significant shifts in its demographic and socioeconomic makeup. The authors present a series of methods for estimating the impact of these shifts on product demand. In addition, two new methods for pooling time-series and cross-sectional data are presented. One method combines disaggregate cross sectional data with aggregate time-series data and the second method involves a differential scheme for pooling cross sections for each variable in the model.
Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model
Authors: Rethans Arno J. , Swasy John L. , Marks Lawrence J.
Published: December 2018

The authors review the two-factor elaboration model of message repetition effects and report a study of the model's applicability to new product advertising. The study findings do not support the hypothesized inverted-U relationship between repetition and attitude toward a novel commercial and product. However, the underlying processes of learning, tedium arousal, and elaboration were observed. Viewer knowledge and commercial length did not moderate these processes.
A Simulation Study of Factor Score Indeterminacy
Authors: Acito Frank , Anderson Ronald D.
Published: December 2018

Though factor analysis continues to be one of the most frequently used multivariate techniques, its value has been questioned because of the indeterminacy of factor scores. The authors review the literature on factor score indeterminacy and discuss the implications of indeterminacy for research practice. A simulation experiment is used to investigate the effects of characteristics of the factor analytic data set on the accuracy of factor score estimation. Indeterminacy is found to depend critically on the level of communality and to be detected more accurately via image factoring than by principal axis or principal component analysis.
Estimating Brand Positioning Maps Using Supermarket Scanning Data
Authors: Shugan Steven M.
Published: December 2018

Hauser and Shugan's DEFENDER model is estimated with data obtained from supermarket scanning devices. As a result of that estimation, per dollar multidimensional brand maps are obtained from aggregate sales and price time series data. The estimation procedure employs least squares regression analysis. The maps enable a researcher or brand manager to (1) derive a map from observed choice behavior, (2) study the direct effect of both a brand's price and a brand's position on that brand's sales, (3) obtain statistical measures of accuracy for the estimated brand coordinates, and (4) integrate the traditional cross-price elasticity interpretation of substitutability with perceptual mapping. Actual maps are estimated for three product categories (toothpaste, mouthwash, and dishwashing liquid). Preliminary findings are presented. For example, brands produced by the same manufacturer are often in proximity.
A Comparison of Factors Affecting Use of Marketing Information in Consumer and Industrial Firms
Authors: Deshpande Rohit , Zaltman Gerald
Published: December 2018

Despite recent attention to organizational issues in the management of advertising, sales, new product development, and channels, there has been little empirical study of the management of the marketing research function. The study reported complements earlier work on the use of marketing information in consumer goods businesses by examining factors seen as affecting the use of marketing information in industrial firms.
Marketing Jobs and Management Controls: Toward a Framework
Authors: Jaworski Bernard J. , Macinnis Deborah J.
Published: December 2018

The authors consider the relationships among two characteristics associated with senior marketing positions (procedural knowledge and performance documentation), four types of management controls, and three job-related minipathologies (job tension, dysfunctional behaviors, and information asymmetries between superiors and subordinates). Selected management control theory suggests that the characteristics of a given marketing position should predict managers’ reliance on specific types of management controls. In turn, these controls should directly predict the extent of job-related minipathologies. In contrast, contingency theories of control suggest that task characteristics moderate the direct effects of controls on these negative outcomes. In effect, they argue that whether outcomes are positive or negative depends on the extent to which controls “fit” a given marketing position. To test these ideas, a national survey of senior marketing personnel was conducted. Three sets of findings emerged. First, the two task characteristics studied generally predict the type of controls-in-use. Second, certain controls-in-use have a modest effect on specific minipathologies. Third, the moderating effect of task characteristics is not confirmed. Implications for marketing practice and directions for future research in marketing are proposed.
Brand Introduction Strategies and Competitive Environments
Authors: Gatignon Hubert , Weitz Barton , Bansal Pradeep
Published: December 2018

Drawing on research in marketing strategy and industrial organization economics, the authors develop a model to describe the impact of strategies for introducing a new brand, aspects of the competitive environment, and firm characteristics on the performance of new brands. They test the model for 68 new brands in the pharmaceutical industry using a nested error component model. The results indicate which factors affect brand introduction strategies in marketing.
The Effect of Influence Type and Performance Outcomes on Attitude toward the Influencer
Authors: Scheer Lisa K. , Stern Louis W.
Published: December 2018

The authors demonstrate that a target's attitude toward an influencer is affected by both (1) the influence type used by the influencer to achieve the target's compliance and (2) the performance outcomes that result from the behavior adopted by the target in compliance with that influence. Before performance outcomes are known, the target's satisfaction and trust are strongly affected by the type of influence exercised; more dominating influence types result in less positive attitude. When outcomes of compliance become evident, however, favorable outcomes appear to ameliorate negative attitudes, whereas unfavorable outcomes seem to undermine positive attitudes. These findings indicate the significance of performance outcomes for understanding the ramifications of successful influence.
Age Differences in Children's Choice Behavior: The Impact of Available Alternatives
Authors: John Deborah Roedder , Lakshmi-Ratan Ramnath
Published: December 2018

The authors examine how children of different ages respond to the addition of new alternatives into an existing choice set. Children 4 to 12 years of age made choices from an initial and an expanded set of products using a modified constant sum allocation procedure. The findings indicate that younger children respond differently than older children to the expansion of choice sets and that this pattern is related, in part, to age differences in children's ability to incorporate similarity judgments into the choice process.
Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations
Authors: Moorman Christine , Zaltman Gerald , Deshpande Rohit
Published: December 2018

The authors investigate the role of trust between knowledge users and knowledge providers. The kind of knowledge of special concern is formal market research. Users include marketing and nonmarketing managers; providers include marketing researchers within a user's own firm and those external to the firm. A theory of the relationships centering on personal trust is developed to examine (1) how users’ trust in researchers influences various relationship processes and the use of market research and (2) how the relationships vary when examined across dyads. The relationships were tested in a sample of 779 users and providers of market research information. Results indicate that trust and perceived quality of interaction contribute most significantly to research utilization, with trust having indirect effects through other relationship processes, as opposed to important direct effects on research utilization. Deeper levels of exchange, including researcher involvement in the research process and user commitment to the research relationship, however, have little effect on research use. Finally, the relationships in the model show few differences depending on whether the producer and user share marketing or research orientations. Interorganizational dyads, however, generally exhibit stronger model relationships than intraorganizational dyads.
A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions
Authors: Boulding William , Kalra Ajay , Staelin Richard , Zeithaml Valarie A.
Published: December 2018

Relying on a Bayesian-like framework, the authors develop a behavioral process model of perceived service quality. Perceptions of the dimensions of service quality are viewed to be a function of a customer's prior expectations of what will and what should transpire during a service encounter, as well as the customer's most recent contact with the service delivery system. These perceptions of quality dimensions form the basis for a person's overall quality perception, which in turn predicts the person's intended behaviors. The authors first test this model with data from a longitudinal laboratory experiment. Then they develop a method for estimating the model with one-time survey data, and reestimate the model using such data collected in a field study. Empirical findings from the two tests of the model indicate, among other things, that the two different types of expectations have opposing effects on perceptions of service quality and that service quality perceptions positively affect intended behaviors.
Antecedents and Consequences of Salesperson Job Satisfaction: Meta-Analysis and Assessment of Causal Effects
Authors: Brown Steven P. , Peterson Robert A.
Published: December 2018

A three-phase quantitative investigation of relationships involving salesperson job satisfaction was undertaken. First, the strength, valence, and consistency of pairwise relationships were assessed by means of a meta-analysis. Second, methodological characteristics coded as moderator variables were used to account for variability in study effects. Finally, weighted mean correlations resulting from the analysis of pairwise relationships were used to evaluate a causal model of antecedents and consequences of job satisfaction. In general, relationships involving job satisfaction were robust across study contexts. Systematic moderating effects of type of sales-force and operationalization of job satisfaction were found. Several summary conclusions about antecedents and consequences of salesperson job satisfaction are drawn from the analyses.
The Effects of Length, Content, and Repetition on Television Commercial Effectiveness
Authors: Singh Surendra N. , Cole Catherine A.
Published: December 2018

Many advertisers have argued that 15-second television commercials (:15s) should be used only to reinforce effects created by longer commercials. However, this recommendation is based on studies that have several weaknesses, including use of single exposure levels, established commercials, and learning as the primary dependent variable. The authors report the findings of a laboratory experiment in which they compared the effectiveness of :15s and :30s by using novel commercials with different message appeals (informational vs. emotional), exposing subjects multiple times, and employing multiple dependent variables. They find that informational :15s are as effective as informational :30s in several situations and can be used as stand-alone units. They also show that emotional :30s are superior to emotional :15s in influencing a viewer's learning of brand name and attitude. The reasons for and the implications of these findings are considered.
A Two-Factor Explanation of Assimilation and Contrast Effects
Authors: Meyers-Levy Joan , Sternthal Brian
Published: December 2018

Associations to a contextual cue were contrasted with those of an advertised object when the cognitive resources devoted to message processing were substantial and when the categories to which the contextual cue and the advertised object belonged displayed low overlap. The absence of either of these factors prompted assimilation. A two-factor theory is offered to explain these outcomes.
A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility
Authors: Park Chan Su , Srinivasan V.
Published: December 2018

The authors develop a new survey-based method for measuring and understanding a brand's equity in a product category and evaluating the equity of the brand's extension into a different but related product category. It uses a customer-based definition of brand equity as the added value endowed by the brand to the product as perceived by a consumer. It measures brand equity as the difference between an individual consumer's overall brand preference and his or her brand preference on the basis of objectively measured product attribute levels. To understand the sources of brand equity, the approach divides brand equity into attribute-based and nonattribute-based components. The method provides the market share premium and the price premium attributable to brand equity. The survey-based results from applying the method to the toothpaste and mouthwash categories show that the proposed approach has good reliability, convergent validity, and predictive validity.
Heterogeneous Logit Model Implications for Brand Positioning
Authors: Chintagunta Pradeep K.
Published: December 2018

The author discusses the implications of a heterogeneous logit model for brand positioning. The methodology presented is a restricted version of a mixture-of-logits model and obtains brand positions on a product-market map and the distribution of preferences across households while accounting for the effects of marketing variables on household brand choice behavior. The restriction involves imposing a factor structure on the covariance matrix of the distribution of intrinsic brand preferences. An empirical application of the methodology is presented using A.C. Nielsen household-level scanner panel data on the purchases of liquid laundry detergents. The results indicate that the proposed model provides a better fit to the data than the unrestricted mixture-of-logits model or the Choice Map methodology.
Buying or Just Browsing? the Duration of Purchase Deliberation
Authors: Putsis William P. , Srinivasan Narasimhan
Published: December 2018

Newman and Staelin (1971) point to a lack of research addressing the important questions of “How long are buyers ‘in process’ on their purchasing decisions?” and “What factors are related to differences in decision time?” Unfortunately, very little attention has been paid to this important research area during the more than two decades following Newman and Staelin's work. Accordingly, the authors develop a theory of the evolution of choice decisions for consumer durable products. This theory addresses information acquisition behavior and the duration of the purchase deliberation process itself. From this general theory, hypotheses pertaining to the duration of the deliberation process are tested using new car purchase survey data.
Do Coupon Expiration Dates Affect Consumer Behavior?
Authors: Inman J. Jeffrey , McAlister Leigh
Published: December 2018

Expiration dates are used by couponers to limit their financial liability temporally. Traditional wisdom assumes that coupon redemptions are greatest in the period immediately following the coupon drop and decline monotonically. Using regret theory, the authors predict that expiration dates induce a second mode in the redemption pattern just prior to the expiration date. They test this prediction by extending an existing coupon redemption model to incorporate an expiration effect and then estimating both the existing and the expiration models using weekly coupon redemption data for spaghetti sauce from A.C. Nielsen panels in two cities. Results are consistent with their prediction. Implications for practitioners and researchers are discussed.
Costs and Benefits of Hard-Sell
Authors: Chu Wujin , Gerstner Eitan , Hess James D.
Published: December 2018

Marketers are accused of selling people products they do not need. This can frustrate consumers and eventually lead to angry social commentators. The authors define hard-sell as an effort to match customers to goods that is so annoying to the average consumer that the displeasure exceeds its potential benefits. Using this definition, they derive three results: Hard-sell (1) prevails in the market because it mitigates price competition, (2) injures all consumers, including the often-overlooked customers who avoid direct encounters with the practice, and yet it (3) may increase social welfare because sellers gain more than consumers lose.
Analyzing Constant-Sum Multiple Criterion Data: A Segment-level Approach
Authors: Desarbo Wayne S. , Ramaswamy Venkatram , Chatterjee Rabikar
Published: December 2018

The authors propose a methodology for determining the segment-level impact of explanatory variables on multiple criterion measures obtained on a constant-sum scale. These explanatory variables could characterize different product, situation, or person related conditions that either occur naturally or are experimentally manipulated. Their proposed methodology simultaneously estimates market segment membership and multivariate segment-level parameters for each dependent criterion, using finite mixtures of conditional Dirichlet distributions. They conduct a modest Monte Carlo simulation analysis to investigate the performance of the proposed methodology. The authors also provide an empirical application to industrial buying decisions that examines the impact of the type of buying situation on multiple vendor selection criteria such as economic cost, functional performance, vendor cooperation, and vendor capability.
Consumer Involvement and Deception from Implied Advertising Claims
Authors: Johar Gita Venkataramani
Published: December 2018

Results from Experiment 1 reveal that consumers highly involved in processing an advertisement are likely to make invalid inferences from incomplete-comparison claims at the time of processing and, hence, be deceived. Less involved consumers may be induced to complete such claims at the time of measurement, which makes it appear that they also were deceived by the advertisement. Experiment 2 then demonstrates that deception depends on the processing demands of the advertising claim. Only less involved consumers are deceived by inconspicuous-qualification claims, which require detailed processing of the advertisement for non-deception. The author discusses the implications of these findings for advertisers and public policy.
A Parsimonious Estimating Technique for Interaction and Quadratic Latent Variables
Authors: Ping Robert A.
Published: December 2018

The author proposes an alternative estimation technique for quadratic and interaction latent variables in structural equation models using LISREL, EQS, and CALIS. The technique specifies these variables with single indicants. The loading and error terms for the single indicants can be specified as constants in the structural model. The author's technique is shown to perform adequately using synthetic data sets.
MANOVAMAP: Graphical Representation of MANOVA in Marketing Research
Authors: Novak Thomas P.
Published: December 2018

The author proposes a graphical representation of the multivariate analysis of variance (MANOVA). This representation, termed a “MANOVAMAP,” shows the magnitude of MANOVA model effects and their statistical significance in an easily interpreted statistical graphic. The author discusses the use and construction of MANOVAMAPs for an empirical example and compares it with both a traditional MANOVA analysis of the data and a traditional graphical analysis based on centroid plots.
Using Extremes to Design Products and Segment Markets
Authors: Allenby Greg M. , Ginter James L.
Published: December 2018

Current marketing methodologies used to study consumers are inadequate for identifying and understanding respondents whose preferences for a product offering are most extreme. These “extreme respondents” have important implications for product design and market segmentation decisions. The authors develop a hierarchical Bayes random-effects model and apply it to a conjoint study of credit card attributes. Their proposed model facilitates an in-depth study of respondent heterogeneity, especially of extreme respondents. The authors demonstrate the importance of characterizing extremes in identifying product attributes and predicting the success of potential products.
A Single Ideal Point Model for Market Structure Analysis
Authors: Mackay David B. , Easley Robert F. , Zinnes Joseph L.
Published: December 2018

Computing unsegmented product maps from preference data by means of single ideal point models is commonly thought to be impossible because of indeterminacy problems. The authors show that this mathematical indeterminacy can be overcome by incorporating dependent sampling assumptions into a probabilistic multidimensional scaling (MDS) model. As a result, product space maps can be estimated for single markets from preference data alone. If desired, dissimilarity data can be combined with preference data to produce jointly estimated product space maps. The authors illustrate the advantages of the proposed approach with real and simulated data. They also make comparisons to both internal and external deterministic models. The results are favorable.
Isolating the Determinants of Innovativeness: A Split-Population Tobit (SPOT) Duration Model of Timing and Volume of First and Repeat Purchase
Authors: Chandrashekaran Murali , Sinha Rajiv K.
Published: December 2018

The authors present the Split-Population Tobit (SPOT) duration model to incorporate two conceptually distinct dimensions of innovativeness in a single framework, namely, the timing and volume of adoption. Rather than utilizing a diffusion model specification based on word-of-mouth and social contagion effects, the present approach uses a growth model specification and delineates a general function of time to describe the distribution of adoption timing. Estimation and several validation exercises performed on a data set describing the diffusion of personal computers across a sample of over 3000 U.S. firms provide strong support for the superiority of the SPOT model over models derived from restricted conceptualizations of innovativeness. The empirical work, albeit modest, tests the impact of covariates, such as firm-size and decision-centralization, on the dimensions of innovativeness and sheds light on some inconsistent findings in the innovation adoption literature. The authors subsequently derive the extended SPOT model (EXT-SPOT) to incorporate repeat purchase volume and timing in the SPOT framework. Finally, they discuss limitations, further research directions, and implications for the practitioner.
How T.V. Advertising Works: An Industry Response1
Authors: Riskey Dwight R.
Published: December 2018

The author provides an industry response to the award-winning “How T.V. Advertising Works” research of Lodish and colleagues (1995). The author summarizes the results of 23 advertising versus no-advertising split-panel experiments conducted by Frito-Lay, Inc. over a four-year time frame, all within the snack foods category. The findings powerfully replicate and modestly extend the findings of Lodish and colleagues, demonstrating the practical utility of their conclusions.
Rethinking Market Research: Putting People Back In
Authors: Zaltman Gerald
Published: December 2018

Research methods are generally improved through new understandings of scientific procedure, validity, and reliability. Variations in these understandings—among knowledge communities as diverse as ethnographers, statisticians, historians, and even practitioners and researchers—yield a rich set of innovations in quantitative tools, experimental designs, data collection instruments, observational methods, sampling procedures, and interpretive frameworks. Research methods, however, must be consonant not only with the way various communities view scientific inquiry, but also with fundamental characteristics of the thought and behavior of customers and managers. Most widely used methods in marketing lack the latter consonance. The author introduces particular insights about thought and behavior from multiple disciplines as design criteria for improving research methods.