Revolution in Marketing: Market Driving Changes: Proceedings of the 2006 Academy of Marketing Science (AMS) Annual Conference

308 Pages·2015·3.94 MB·English

by  Harlan E. Spotts (eds.)

Developments in Marketing Science:
Proceedings of the Academy of Marketing Science
Harlan E. Spotts Editor
Revolution in
Marketing: Market
Driving Changes
Proceedings of the 2006 Academy of Marketing Science
(AMS) Annual Conference
Revolution in Marketing: Market Driving Changes
Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Harlan E. Spotts Editor
Revolution in Marketing:
Market Driving Changes
Proceedings of the 2006 Academy of Marketing
Science (AMS) Annual Conference
San Antonio, Texas, USA
May 24-27, 2006
Editor
Harlan E. Spotts
Department of Marketing
Western New England University College of Business
Springfield, MA, USA
ReprintfromOriginaledition
Developments in Marketing Science, Volume XXIX edited by Harlan E. Spotts
Copyright © Academy of Marketing Science 2006
All rights reserved.

ISBN 978-3-319-11760-7 ISBN 978-3-319-11761-4 (eBook)
DOI 10.1007/978-3-319-11761-4
Springer Cham Heidelberg New York Dordrecht London

Library of Congress Control Number: 2014950643

© Academy of Marketing Science 2015
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ACADEMY OF MARKETING SCIENCE
Officers 2006
President Executive Vice President/Director

Charles W. Lamb Harold W. Berkman
Texas Christian University University of Miami

President-Elect Vice President for Programs
Barry Babin Lou Pelton
University of Southern Mississippi University of North Texas
Vice President for Publications Vice President for Development
Rajan Varadarajan Anne Balazs
Texas A&M University Mississippi University for Women

Vice President for Membership- Secretary/Treasurer
North America Greg W. Marshall
John B. Ford Rollins College
Old Dominion University
Vice President for Membership- Immediate Past President
International M. Joseph “Joe” Sirgy
Ram Ramaseshan Virginia Tech
Curtin University of Technology, Australia

Board of Governors

J. Thomas Mentzer, Chair
University of Tennessee, United States
Jill Attaway Julie Baker
Illinois State University, United States Texas Christian University, United States

Leonard L. Berry Tamer Cavusgil
Texas A&M University, United States Michigan State University, United States

Michael Czinkota O.C. Ferrell
Georgetown University, United States University of Wyoming, United States

A. Parasuraman Jagdish N. Sheth
University of Miami, United States Emory University, United States

Michael R. Solomon Rosann Spiro
Auburn University, United States Indiana University, United States
Dave Stewart
University of Southern California, United States

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AMS 2006 Conference
Program Chairs
Greg W. Marshall Judy A. Siguaw
Rollins College Cornell University
Program Managers
Business-to-Business Marketing Jeff Lewin
University of North Texas

Consumer Behavior Michael S. Minor
University of Texas Pan American
Doctoral Colloquium John B. Ford
Old Dominion University
Electronic and Interactive Marketing Goutam Chakraborty
Oklahoma State University
Ethics, Social Responsibility Anusorn Singhapakdi
Old Dominion University
Excellence in Marketing Education and K. Douglas Hoffman
Innovative Teaching Colorado State University
International-Multinational Marketing John Cadogan
Loughborough University, United Kingdom
Anne Souchon
Loughborough University, United Kingdom
Marketing Research Methods Bruce Alford
Louisiana Tech University
Marketing Strategy Michael Ewing
Monash University, Australia
Marketing Promotions and Communica- Russ Laczniak
tions Iowa State University
Mary Kay Doctoral Dissertation Competi- Andrea Dixon
tion University of Cincinnati
Pricing and Marketing Metrics Rajneesh Suri
Drexel University
Retailing Kristy Reynolds
University of Alabama
Selling and Sales Management, CRM Jule Gassenheimer
Rollins College
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AMS 2006 Conference
Program Managers, Continued
Services Marketing Jochen Wirtz
National University of Singapore, Singapore
Sports Marketing Scott Kelley
University of Kentucky
Supply Chain Management Nancy Nix
Texas Christian University
Proceedings Editor Harlan Spotts
Western New England College
Local Arrangements Host Charlene Davis
Trinity University
Awards Coordinators
William R. Darden Award for Best Research Methodology Paper Bruce Alford
Louisiana Tech University
M. Wayne DeLozier Best Conference Paper Award Greg Marshall
Rollins College
Judy Siguaw
Cornell University
Mary Kay Doctoral Dissertation Competition Andrea Dixon
University of Cincinnati
Jane K. Fenyo Student Paper Competition Greg Marshall
Rollins College
Judy Siguaw
Cornell University
Stanley C. Hollander Best Retailing Paper Competition Kristy Reynolds
University of Alabama
Outstanding Marketing Teachers’ Award Linda Ferrell
University of Wyoming
O.C. Ferrell
University of Wyoming
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Acknowledgements

The Academy of Marketing Science wishes to extend its sincere thanks to the many individuals and organizations who
have contributed to the successful outcome of the Academy of Marketing Science Annual Meeting. A special thanks
goes to the local organizing committee, which has done an outstanding job in managing an extremely large number of
details and program logistics for a conference of this magnitude.

The management of a conference this big is simply not possible without the special cooperation and assistance of the
program chairs, conference coordinators, and track chairs. Therefore, the most important acknowledgment goes to
Greg Marshall and Judy Siguaw, Conference Co-Chairs. Further, the track chairs worked relentlessly to encourage
submission of papers, managing the review process in a timely fashion, and in organizing the session details. They
deserve a very special mention and they are also acknowledged in the proceedings.

A special thanks goes to Sally Sultan of the AMS Central Office at the University of Miami. Without her administra-
tive support, this proceedings would not have been possible.

Finally, a major acknowledgment and many grateful thanks go to all those who submitted their work, the reviewers
who assessed the manuscripts and sessions, and the session chairs and discussants who volunteered to take on the per
session duties. With their help and support these individuals helped to make the 2006 Academy of Marketing Science
Conference a success.

Harlan Spotts, Editor
2006 AMS Conference Proceedings

viii
Preface

The Academy of Marketing Science was founded in 1971, held its first Annual Conference in 1977, and has
grown and prospered ever since. The relevancy of the Academy’s mission and activities to our chosen target market of
the marketing professorate has been a key factor in attracting the discipline’s best and brightest from all over the world.

The revised Articles of Association of the Academy, approved the Board of Governors in the spring of 1984,
and by the general membership if the fall of that year, define the mission of the Academy as follows:

1. Provide leadership in exploring the normative boundaries of marketing, while simultaneously seeking new ways of
bringing theory and practice into practicable conjunction.
2. Further the science of marketing throughout the world by promoting the conduct of research and the dissemination
of research results.
3. Provide a forum for the study and improvement of marketing as an economic, ethical, social and political force
and process.
4. Furnish, as appropriate and available, material and other resources for the solution of marketing problems, which
confront particular firms and industries, on the one hand, and society at large on the other.
5. Provide publishing media and facilities for Fellows of the Academy and reviewer assistance on the Fellows’ schol-
arly activities.
6. Sponsor one or more annual conferences to enable the Fellows of the Academy to present research results; to learn
by listening to other presentations and through interaction with other Fellows and guests; to avail themselves of the
placements process; to conduct discussion with book editors; and to exchange other relevant information.
7. Assist Fellows in the better utilization of their professional marketing talents through redirection, reassignment and
relocation.
8. Provide educator Fellows with insights and suck resources as may be available to aid them in the development of
improved teaching methods, materials, devices and directions.
9. Seek means for establishing student scholarships and professional university chairs in the field of marketing.
10. Offer Fellow of the Academy status to business and institutional executives and organizations.
11. Modify the Academy’s purpose and direction as the influence of time and appropriate constructive forces may dic-
tate.
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