Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference

413 Pages·2016·142.52 MB·English

by  Howard S. Gitlow

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Howard S. Gitlow
Editors
Edward W. Wheatley
Proceedings of the 1979
Academy of Marketing
Science (AMS) Annual
Conference
Proceedings of the 1979 Academy of Marketing Science
(AMS) Annual Conference
Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Howard S. Gitlow and Edward W. Wheatley Editors
Proceedings of the 1979 Academy
of Marketing Science (AMS)
Annual Conference
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Editors
Howard S. Gitlow Edward W. Wheatley
University of Miami University of Miami
Coral Gables, FL, USA Coral Gables, FL, USA
ReprintfromOriginaledition
Developments in Marketing Science, Volume II edited by Howard S. Gitlow and Edward W. Wheatley
Copyright © Academy of Marketing Science 1979
All rights reserved.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISBN 978-3-319-16933-0 ISBN 978-3-319-16934-7 (eBook)
DOI 10.1007/978-3-319-16934-7

Library of Congress Control Number: 2015937533

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© Academy of Marketing Science 2015
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SPECIAL ACKNOWLEDGMENTS
OFFICERS OF THE ACADEMY
President Vice-President Chapter Development
Robin T. Peterson Irene Lange
New Mexico State University California State University
at Fullerton
Executive Vice-President and Director
Harold W. Berkman Vice-President Public Relations
University of Miami Charles W. Gross
Illinois Institute of Technology
Vice-President Programs
Douglass K. Hawes Corresponding Secretary
University of Wyoming Robert H. Luke, Jr.
College of the Virgin Islands
Vice-President Membership/U.S.A.
Ivan R. Vernon Recording Secretary
Baylor University Howard S. Gitlow
University of Miami
Vice-President Membership/Canada
Peter M. Banting Board of Governors
McMaster University Beverlee Anderson
Emma Auer
Vice-President Membership/International
Carl E. Ferguson. Jr.
Robert D. Tamilia
Edwin S. Hackleman
University of Windsor
David S. Halfhill
Vice-President Publications
Mary Carolyn Harrison
Jane K. Fenyo
V.H. Kirpalani
C.W. Post, L.I.U.
J. Irwin Peters
Vice President Finance and Fund Raising Barbara A. Pletcher
Peter J. LaPlaca Bert Rosenbloom
University of Connecticut A. Coskun Samli
James R. Wills, Jr.
Recipient of the Academy's Educator Of The Year Award
Edward J. Fox, Ph.D., Dean, School of Business Admini
stration and Distinguished Professor of Marketing,
University of Miami, Coral Gables, Florida.
1979 Conference Committee
Douglas K. Hawes. Conference and Program Chairperson
Howard S. Gitlow. Proceedings Co-Editor
Edward W. Wheatley. Proceedings Co-Editor
Randy K. Hess. Conference Coordinator
Jason S. Schweizer, Conference Coordinator
Sandi Nichols. Assistant Conference Coordinator
v
PREFACE
The Academy of Marketing Science is a consortium of university academicians and business
executives.
The purpose
* Further the science of marketing.
* Provide a forum for the study and improvement of marketing as an economic and social force.
* Provide publishing facilities for Fellows of the Academy.
* Assist Fellows in the better utilization of their talents through redirection, reassignment and
relocation.
* Provide educator Fellows with facilities to aid them in the development of improved teaching
methods, materials, devices and direction.
* Seek means for establishing undergraduate scholarships and professional chairs in the field of
marketing.
* Offer Fellowship status to business and institutional organizations.
* Establish Chapters of the Academy world-wide.
Since 1971 we have moved steadily toward fulfilling our goals. Scholarly research has increased
in both quantity and quality. Our annual conference provides a fertile environment for communica
tion and interaction. The Journal of the Academy of Marketing Science has earned international
recognition and acceptance. Our new monograph series provides for publication of extended
research activities. The conference placement service matches career opportunities and candi
dates. Membership now exceeds 800 Fellows in the United States, Canada, Europe, Asia, Africa,
Mexico, Central America, Australia and other countries.
Congratulations to Edward Fox, our Marketing Educator of the Year. Thanks to Doug Hawes, our
Conference Vice-President and his staff for their splendid job of conference planning and imple
mentation. We appreciate the untiring efforts of Howard Gitlow, Edward Wheatley and their staff in
editing and producing these Proceedings. Congratulations and thanks to the authors whose work
was accepted for publication. To our research in progress authors we offer support and encourage
ment for a successful completion of their projects. The important contributions of research review
ers, track chairpersons, speakers and discussants are appreciated. The participation of our
business colleagues is a vital and satisfying part of the Academy's operations. Finally, a special
thanks for the moral and financial support of our Conference co-sponsors. On behalf of the officers
of the Academy please accept our best wishes for a pleasurable and profitable conference.
Harold W. Berkman
Jane K. Fenyo
vi
FORWARD
Developments in Marketing Science, Volume II, testifies to the variety and quality of research
underway in the fields of marketing theory and practice. The information, concepts, and analysis
contained in this year's Proceedings will be of great interest to marketing practitioners, educators,
and students. As editors, we've had the privilege of witnessing the detailed development of the Pro
ceedings contents. The most enjoyable part of our responsibility included contacts with scores of
researchers and authors whose work we had the pleasure of publishing.
Members of the Academy are indebted to track chairpersons and our widely diversified group of
reviewers for recommending the papers to be published and for their constructive and critical eva
luations ..
Over 100 papers were submitted and read by a large and diversified group of reviewers in the usual
double-blind refereeing process. Many papers were substantially reworked based on reviewers
recommendations. In addition, the "research in progress" section provides an opportunity for our
colleagues to summarize studies that were not yet completed or that were not completed in time for
the Proceedings publication deadline.
To provide for simplicity and consistency in the organization of the Proceedings you will find that
the papers are presented by topic area. Topic areas are arranged alphabetically, e.g. advertising,
consumer behavior, etc. Within each topic area individual papers are arranged alphabetically by
author.
We are indebted to scores of people for their hard work, financial and moral support. Our co
sponsors are identified on a separate page. We also wish to thank Edward J. Fox, Dean, School of
Business Administration, University of Miami, Joseph Moder, Chairman, Department of
Management Science, University of Miami, and Charles Wurst, Chairman of the Marketing
Department, University of Miami for their patience and support during the many months the
Proceedings were being prepared at the School of Business. The finished product would not have
been possible without the diligent work and splendid cooperation of Monica Wood, Assistant
Editor, Isabella Burgess, Administrative Assistant, our proofreaders Jill Navarre, Jonathan Walters,
Michael Kerwin and our typist Teresita Rodriguez. We appreciate the special efforts of Alan Fish,
Printing Arts Department at the University of Miami. Finally, we have special feelings of appreciation
and understanding for Doug Hawes at the University of Wyoming and Bob Tam ilia at the University
of Windsor, last year's co-editors for their advice and sympathy.
We have been as careful in putting this volume together as time and resources would permit. Pre
conference publication of proceedings creates some special production and time problems which
inevitably result in errors and omissions. For these we apologize.
Howard S. Gitlow
University of Miami
Coral Gables, Florida
Edward W. Wheatley
University of Miami
Coral Gables, Florida
vii
TO OUR CO-SPONSORS
A Special Dedication
The members and officers of the Academy of Marketing Science wish to express our sincere
appreciation for the cooperation and financial support provided by our co-sponsoring Universities.
Planning and coordinating a major national conference requires considerable effort and financ
ing. Communications, logistics, facilities, and printing costs must be incurred prior to any return
from registration fees.
The financial, personnel, and moral support of our co-sponsors is a critical ingredient in stimulat
ing quality research, discourse, and publication in marketing theory and practice.
University Co-Sponsors
Baylor University Georgetown University
California State University - Fullerton University of Miami
Concordia University - Marketing Department New Mexico State University
C.W. Post Center- Long Island University Northern Michigan University
DePaul University University of Wyoming
viii
TRACK CHAIRPERSONS
Dr. Gerald Hampton, Seattle University Marketing Education
Dr. V.H. Kirpalani, Concordia University International Marketing
Dr. Mary Carolyn Harrison, Louisiana State University Distribution and
Product Planning and Development
Dr. Beverlee B. Anderson, Wright State University Consumer Behavior
Dr. Robert Luke, College of the Virgin Islands Marketing Communications
Dr. Carl E. Ferguson, Jr., University of Alabama Marketing Research
Dr. Robert Tamilia, University of Windsor Marketing Management
Dr. Saeed Samiee, Kent State University Social, Governmental, Ethical/Marketing
Theory and History
Dr. Neil Maddox, University of Missouri Non-Traditional Applications
ix