Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference

644 Pages·2015·107.86 MB·English

by  Vinay Kothari (eds.)

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Vinay Kothari Editor
Danny R. Arnold Tamer Cavusgil
·
Jay D. Lindquist Jay Nathan
·
Stan Reid Co-Editors
Proceedings of the 1982
Academy of Marketing
Science (AMS) Annual
Conference
Proceedings of the 1982 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
Vinay Kothari Editor
Danny R. Arnold • Tamer Cavusgil • Jay D. Lindquist
Jay Nathan • Stan Reid Co-Editors
Proceedings of the 1982 Academy
of Marketing Science (AMS)
Annual Conference
Las Vegas, Nevada
May 5-8, 1982
Editor
Vinay Kothari
Stephen F. Austin State University
Nacogdoches, TX, USA
Co-Editors
Danny R. Arnold Tamer Cavusgil
Mississippi State University University of Wisconsin–Whitewater
Mississippi State, MS, USA Whitewater, WI, USA
Jay D. Lindquist Jay Nathan
Western Michigan University University of Wisconsin–Parkside
Kalamazoo, MI, USA Parkside, WI, USA
Stan Reid
Syracuse University
Syracuse, NY, USA
ReprintfromOriginaledition
Developments in Marketing Science, Volume V edited by Vinay Kothari
Copyright © Academy of Marketing Science 1982
All rights reserved.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISBN 978-3-319-16945-3 ISBN 978-3-319-16946-0 (eBook)
DOI 10.1007/978-3-319-16946-0

Library of Congress Control Number: 2015937894

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© Academy of Marketing Science 2015
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COSPONSORING UNIVERSITIES AND COLLEGES
Ball State University State University College-Buffalo
California State University-Fullerton Stephen F. Austin State University
Concordia University -Marketing Department Syracuse University
C. W. Post Center-Long Island University University of Miami
De Paul University University of North Dakota
Eastern Michigan University University of Wisconsin -Parkside
lona College University of Wisconsin -Whitewater
Mississippi State University Utah State University
New Mexico State University Western Michigan University
Niagara University
SPECIAL ACKNOWLEDGEMENTS
OFFICERS OF THE ACADEMY
President Vice President Chapter Development
Robin T. Peterson Irene Lange
New Mexico State University California State University, Fullerton
Executive Vice President and Director Vice President Public Relations
Harold W. Berkman Charles W. Gross
University of Miami Illinois Institute of Technology
Vice President Programs Vice President Publicity
Dub Ashton Robert D. Tamilia
University of Arkansas University of Windsor
Vice President Membership/U.S.A. Corresponding Secretary
Douglas K. Hawes Robert H. Luke, Jr.
University of Wyoming College of Virgin Islands
Vice President Membership/Canada Recording Secretary
Peter M. Banting Howard S. Gitlow
McMaster University University of Miami
Vice President Membership/! nternational Board of Governors
Venkatakrishna V. Bellur A. Coskun Samli, Chairperson
Niagara University Beverlee Anderson
Emma Auer
Vice President Publication Carl E. Ferguson, Jr.
Jane K. Fenyo Edwin S. Hackelman
C. W. Post Center Mary Carolyn Harrison
V. H. Kirpalani
Vice President Finances J. Irwin Peters
Saeed Samiee Bert Rosenbloom
Kent State University James R. Wills, Jr.
Recipient of Academy's Marketer of the Year Award
Mr. Harry Wald
President and Chief Operating Officer, Caesars Palace
Las Vegas, Nevada
v
1982 CONFERENCE COMMITTEE
Venkatakrishna V. Bellur, Program Chairman Irene Lange, Conference Coordinator
Dub Ashton, Vice President for Programs Robin T. Peterson, Conference Coordinator
Harold W. Berkman, Conference Coordinator J. Kent Pinney, Chairman, Local Arrangements
Jane K. Fenyo, Conference Coordinator
TRACK CHAIRPERSONS
Channel of Distribution ............................... Dr. John T. Mentzer. VPI & State University
Comparative Marketing ............................ Dr. Erdener Kaynak, Mount Saint Vincent Univ.
Consumer Behavior ........................................ Dr. Glen Riecken, Ball State University
Doctoral Dissertation ................................ Dr. Jay D. Lindquist, Western Michigan Univ.
Health Services Marketing ........................ Dr. Roger Jenkins, Univ. of Tennessee, Knoxville
Industrial Marketing ........................... Dr. Alvin J. Williams, Univ. of Southern Mississippi
International Marketing .................. Dr. Heiko de B. Wijnholds, Virginia Commonwealth Univ.
Marketing Education ................................... Dr. John H. Lindgren, Jr., Univ. of Virginia
Marketing Management ...................................... Dr. Julian W. Vincze, Rollins College
Marketing & Non-Profit Organization .................... Dr. Douglas K. Hawes, Univ. of Wyoming
Marketing Research ...................................... Dr. Saeed Samiee, Kent State University
Marketing and Society ............................................. Dr. Philip Baron, lona College
Physical Distribution/Logistics ....................... Dr. John C. Rogers Ill, Utah State University
Promotions ....................................... Dr. Myron Leonard, Western Carolina University
Public Policy ..................................... Dr. Edward J. Ryan, Jr., Univ. of North Carolina
Quantitative Marketing ......................................... Dr. Stan Reid, Syracuse University
Small Business Management/Marketing .............. Dr. Douglas J. Lincoln, Boise State University
Student Papers ........................................ Dr. Thomas R. Baird, Ball State University
Workshops/Symposia .......................................... Dr. V. V. Bellur, Niagara University
REVIEWERS
Dr. John Anderson Dr. Maurice Clabaugh
Southwestern Adventist College Ball State University
Dr. Danny R. Arnold Dr. Stephen W. Clopton
Mississippi State University Virginia Polytechnic Institute and St. Univ.
Dr. Harold Babb Dr. Lawrence F. Cunningham
University of Richmond New School for Social Research
Dr. Tom Badgett Dr. Lee Dahringer
Texas Christian University Emory University
Dr. John L. Beisel Dr. Michael F. d'Amico
Pittsburg State University University of Akron
Dr. Martin L. Bell Dr. William Dempsey
Rollins College Temple University
Dr. Joseph Bellizzi Dr. B. J. Dunlap
Colorado State University Appalachian State University
Dr. Venkatakrishna Bellur Dr. George M. Dupuy
Niagara University Lynchburg College
Dr. Charles L. Broome Dr. Robert Dyer
East Carolina University George Washington University
Dr. Joseph Caligur Pr. Margaret Ellison
University of Missouri-Kansas City Mount Saint Vincent University
Dr. Richard Carr Dr. Robert Ellison
University of Arkansas-Little Rock Dalhousie University
Dr. S. Tamer Cavusgil Dr. Wallace Feldman
University of Wisconsin -Whitewater Suffolk University
vi
Dr. Jack Forrest Dr. David Lewis
Belmont College University of Tennessee -Chattanooga
Dr. James R. Frew Dr. James Lumpkin
University North Carolina-Greensboro North Texas State University
Dr. Donald A. Fuller Dr. Bill Lundstrom
University of Central Florida Old Dominion University
Dr. C. Kendrick Gibson Dr. R. Neil Maddox
Indiana State University Dalhousie University
Dr. George Glisan Dr. C. A. Maile
Illinois State University Northern lllinios University
Dr. Scott Greene Dr. Naresh K. Malhotra
California State University George Institute of Technology
Dr. Joe Gruenwald Dr. Steve McDaniel
Clarion State College Texas A & M University
Dr. Metin Gurol Dr. Martha R. McEnally
University of Baltimore University North Carolina-Greensboro
Dr. William A. Hailey Dr. Lee Meadow
University of North Carolina-Greensboro Illinois State University
Dr. Lynn Harris Dr. Robert J. Miller
Shippensburg State College Northern Michigan University
Dr. Jon Hawes Dr. Bernard A. Morin
University of Akron University of Virginia
Dr. Robert Hoel Dr Gene Murdock
Colorado State University University of Wyoming
Dr. Erdener Kaynak Prof. George J. Neimanis
Mount Saint Vincent University Niagara University
Dr. William J. Kehoe Dr. Wesley E. Patton
University of Virginia Appalachian State University
Dr. Algin B. King Dr. Nancy C. Peat
Christopher Newport College University of Cincinnati
Dr. Nathan Kling Prof. Bohdan Pikas
Saint Mary's University Niagara University
Dr. Leonard J. Konopa Dr. Milton Pressley
Kent State University University of Mississippi
Dr. Vinay Kothari Dr. Thomas K. Pritchett
Stephen F. Austin State University Georgia College
Dr. Robert Krampf Dr. Ralph A. Reith
Kent State University University of Lowell
Dr. Robert E. Krapfel Dr. Robert A. Robicheaux
General Motors Institute University of Alabama
Dr. Richard Lancioni Dr. Ken Roering
Temple University of Minnesota
Dr. C. John Langley Dr. Dave Rosenthal
University of Tennessee Miami University
Dr. Mary Ann Lederhaus Dr. Benjamin Sackmary
University of North Florida University of Hartford
Dr. Wan Soo Lee Dr. William F. Schoell
University of Wisconsin-Parkside University of Southern Mississippi
vii
Dr. William S. Sekely Dr. Peter Tat
University of Dayton Memphis State University
Dr. Terry Shimp Dr. Ken Traynor
University of South Carolina Clarion State College
Dr. Jeffery A. Sims Dr. William L. Tullar
Miami University of Ohio University of North Carolina-Greensboro
Dr. Gerald Skelly Dr. Julian W. Vincze
University of Mississippi Rollins College
Dr. Dick Skinner Dr. James Wilcox
Kent State University Texas Tech
Dr. Ron Sparling Dr. Kaylene C. Williams
Ball State University University of Delaware
Dr. Keith T. Stephens Dr. Terry C. Wilson
Western Carolina University West Virginia University
Dr. Lois Stevenson Dr. Leon Winer
Acadia University Pace University
Dr. Jack Swasy Dr. Attila Yaprak
Penn State University Wayne State University
SESSION CHAIRPERSONS
l
Dr. Noyan Arson Dr. Joseph P. Grunenwald
West Georgia College Clarion State College
Prof. Judith Austin Dr. Metin N. Gural
Niagara University University of Baltimore
Dr. Harold Babb Dr. Alfred Hagen
University of Richmond American Graduate School of lnt'l Management
Dr. John Barbera Dr. Doug Hawes
C. W. Post Center of L.I.U. University of Wyoming
Dr. John L. Beisel Dr. Jon M. Hawes
Pittsburg State University University of Akron
Dr. Martin L. Bell Dr. Robert Hoel
Rollins College Colorado State University
Dr. Joseph Bellizzi Dr. Halsey Jones
Colorado State University Texas Christian University
Dr. S. Tamer Cavusgil Dr. Madhav Kacker
University of Wisconsin-Whitewater Hofstra University
Dr. Stephen W. Clopton Dr. J. E. Kangas
Virginia Polytechnic Institute and St. Univ. University of Wisconsin-Eau Claire
Dr. Norman Cox Dr. William J. Kehoe
Stephen F. Austin State University University of Virginia
Dr. Wallace Feldman Dr. Robert L. King
Suffolk University Virginia Polytechnic Institute and State Univ.
Dr. Barbara Frew Dr. V. H. Kirpilani
University of North Carolina-Greensboro Concordia University
Dr. Donald A. Fuller Dr. Vinay Kothari
University of Central Florida Stephen F. Austin State University
Dr. Walter Gross Dr. Emmett Lane
University of Georgia Seattle Times
viii
Dr. Mary Ann Lederhaus Dr. Madhav Segal
University of North Florida Southern Illinois University-Edwardsville
Dr. Myrod J. Leonard Dr. Richard W. Skinner
Western Carolina University Kent State University
Dr. Dale Lewison Dr. Lynnette Solomon
University of Akron Stephen F. Austin State University
Dr. James A. Lowry Dr. Peter Tat
Ball State University Memphis State University
Dr. Naresh Maholtra Dr. Kenneth Traynor
Georgia Institute of Technology Clarion State College
Dr. C. A. Maile Dr. Julian W. Vincze
Northern Illinois University Rollins College
Dr. Edward Mazze Dr. Ganesan Viswabharathy
Temple University University of Minnesota
Dr. Kirby L. McGowan Dr. John A. Walton
Concordia University University of Minnesota
Dr. Robert Miller Dr. John G. Watson
Northern Michigan University Saint Bonaventure University
Dr. Jay Nathan Dr. Alvin Williams
University of Wisconsin-Parkside University of Southern Mississippi
Dr. Nancy Peat Dr. Terry C. Wilson
University of Cincinnati West Virginia University
Dr. J. Irwin Peters Dr. Ugur Yavas
DePaul University University of Petroleum & Mineral
Dr. Jack Raber
Stephen F. Austin State University
DISCUSSANTS
Dr. Bruce H. Allen Dr. S. Tamer Cavusgil
DePaul University University of Wisconsin-Whitewater
Dr. Guvan Alpay Dr. Emmanuel Cheron
Bosphorus University-Turkey University of Quebec-Rimouski
Dr. Noyan Arsan Dr. Stephen W. Clopton
West Georgia College Virginia Polytechnic Institute and St. University
Dr. Jack Atkinson Dr. Norman Cox
College of Alameda Stephen F. Austin State University
Dr. Harold Babb Dr. Lawrence Cunningham
University of Richmond New School For Social Research
Dr. Kenneth D. Bahn Dr. Jeffrey E. Danes
University of Utah Virginia Polytechnic Institute And St. Univ.
Dr. Thomas A. Baird Dr. Max L. Densmore
Ball State University Grand Valley Saint Colleges
Dr. Peter M. Banting Dr. David W. Finn
McMaster University Texas Christian University
Dr. Tansu Barker Dr. James A. Frew
University of Canterbury University of North Carolina-Greensboro
Dr. David L. Blenkhorn Dr. Joseph P. Grunewald
Wilfrid Laurier University Clarion State College
Dr. John M. Browning Dr. Alfred Hagen
University of North Florida American Graduate School of lnt'l Management
Dr. A. D. Cao Dr. Gerald M. Hampton
The American University Seattle University
ix