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 (cid:77)(cid:105)(cid:97)(cid:109)(cid:105)(cid:44)(cid:32)(cid:70)(cid:108)(cid:111)(cid:114)(cid:105)(cid:100)(cid:97) (cid:77)(cid:97)(cid:121)(cid:32)(cid:57)(cid:177)(cid:49)(cid:50)(cid:44)(cid:32)(cid:49)(cid:57)(cid:55)(cid:57) 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 Springer Cham Heidelberg New York Dordrecht London © Academy of Marketing Science 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been m ade. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com) 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