79385_AMA_conference Cover:MPPCover2 4/17/08 4:53 PM Page 1 2008 MARKETING and 2008 PUBLIC POLICY Conference Proceedings MARKETING VOLUME 18 and EDITORS PUBLIC POLICY John Kozup Charles R. Taylor Ronald Paul Hill Conference Proceedings May 29–May 31, 2008 Loews Hotel Philadelphia, Pennsylvania VOLUME 18 Life, Liberty, and the Pursuit of Sound Policy: Research at the Birthplace of Our Democracy Marketing and Public Policy Conference Proceedings 2008 “Life, Liberty, and the Pursuit of Sound Policy: Research at the Birthplace of Our Democracy” May 29–31, 2008 Loews Hotel Philadelphia, Pennsylvannia Editors: John Kozup Charles R. Taylor Ronald Paul Hill Volume 18 311 South Wacker Drive, Suite 58 • Chicago, Illinois 60606 PROGRAM COMMITTEE Natalie Adkins, Creighton University Gregory T. Gundlach, University of North Florida Kathryn Aikin, Food and Drug Administration Jane Hoek, Massey University Alan Andreasen, Georgetown University Jeanne Hogarth, Federal Reserve Board J. Craig Andrews, Marquette University Pauline Ippolito, Federal Trade Commission Lauren Block, Baruch College/CUNY Alan Levy, Food and Drug Administration Paul N. Bloom, Duke University Ingrid M. Martin, California State Univ. Long Beach Scot Burton, University of Arkansas Rob Mayer, University of Utah Jack Calfee, American Enterprise Institute Michael Mazis, American University Les Carlson, Clemson University Julie Ozanne, Virginia Polytechnic Institute Mary Culnan, Bentley College Janis K. Pappalardo, Federal Trade Commission Pam Scholder Ellen, Georgia State University Connie Pechman, University of California, Irvine Gary Ford, American University Ross Petty, Babson College Copyright © 2008, American Marketing Association Printed in the United States of America Composition by Marie Steinhoff, Southeast Missouri State University Cover design by Jeanne Nemcek ISBN: 0-87757-332-8 All rights reserved. No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, including photocopying and recording, or by any information storage and retrieval system without the written permission of the American Marketing Association. PREFACE The 2008 Marketing and Public Policy Conference was held May 29–31, 2008, in Philadelphia. Villanova University and the Villanova School of Business has served as the host institution for the conference on two previous occasions, but this is the first time the meeting has been hosted in Philadelphia. As one of the most historic cities in the nation and home to a large base of industrial firms, including many from the pharmaceutical and financial services sector, Philadelphia is a well-suited location to host this year’s conference. We are most pleased to serve as this year’s host and hope everyone gets a full dose of what Philly has to offer: the Liberty Bell, Independence Hall, the Constitution Center, the Art Museum, Franklin Institute, and a host of other attractions. We’d also recommend that everyone try an authentic Philly cheesesteak while in town as well! There is little question that the efforts of the early pioneers of the Marketing and Public Policy Conference have paid off in the firm establishment of marketing and public policy as an important area of inquiry and one that has had a profound influence on many areas of regulation related to marketing. The response to this year’s meeting, as evidenced by the high level of submissions and special topic sessions, has been gratifying. Immediately before this year’s conference, the Marketing and Public Policy Preconference was held on the campus of Villanova University. This special event, organized this year by Ron Hill, continues the tradition of having interaction between doctoral students/ young faculty members and leaders in the marketing and public policy field. Both this year’s preconference and meeting were cosponsored by the Center for Marketing and Public Policy Research at Villanova. The center, now in its fifth year, is designed to foster research on marketing topics that guides sound policy incorporating the perspectives of business, regulators and policy makers, consumers, and future business leaders. A special thanks to our Center Advisory Board for their continued support and leadership. We are grateful for the support of our Executive Committee lead by Board Chairman Joseph Del Raso. A special thanks to his firm Pepper Hamilton LLP for its support of the conference. Thank you also to our event partners, including Mark Valente and his team at Valente & Associates, particularly Karen Johnson, for their assistance in organizing several of our sessions and special events. The center’s ongoing partnership with the National Italian American Foundation on research efforts and events is highly valued, and we thank NIAF for its support. Thank you also to John Marino from NIAF and Elvis Oxley of Oxley Consulting for their support in conference planning. This year’s conference would not have been possible without the work of several people. We owe a great thanks to Clara Nelson, Francesca Cooley, and Daphanee Campbell of the American Marketing Association for their efforts in planning the conference and to Marie Steinhoff for putting together the conference proceedings. We also greatly appreciate the hard work of our staff at Villanova, including research assistants Katie Bechtel, Justine Rapp, and Katie D’Orazio. In addition, Sharon Ballard, Mary Kozin, and Jane Henwood played a key role. It is our pleasure to organize and host this meeting, and we sincerely appreciate the efforts of all participants. We also thank the Marketing Science Institute and Ross Rizley for their sponsorship of the conference. We hope everyone has a truly positive professional experience at this meeting while making a few friends along the way. John C. Kozup Charles R. Taylor Ronald Paul Hill All of Villanova University iii 2008 MARKETING AND PUBLIC POLICY CONFERENCE REVIEWERS J. Craig Andrews Brenda Cude Marquette University University of Georgia Laurence Ashworth Kirk Davidson Queen’s School of Business Mount St. Mary’s University Hae-Kyong Bang Stephanie Dellande Villanova University Chapman University Lauren Block Debra Desrochers Baruch College/CUNY University of Notre Dame Paul Bloom William Diamond Duke University University of Massachusetts, Amherst Jean Boddewyn Samuel Dilullo Baruch College/CUNY Villanova University Paula Bone Jonathan Doh West Virginia University Villanova University Greg Bonner Jenna Drenten Villanova University University of Georgia Myla Bui Eric Eisenstein University of Arkansas Cornell University Scot Burton Pam Ellen University of Arkansas Georgia State University Rita Cain Scott Erickson University of Missouri, Kansas City Ithaca College Michael Capella Stephanie Finnel Villanova University University of Pennsylvania Les Carlson Judith Ann Garrettson Folse Clemson University Louisiana State University Angela Cerino Dan Freeman Villanova University University of Delaware Peggy Chaudhry Mary Gilly Villanova University Unversity of California, Irvine Cory Cromer Gregory Gundlach University of Massachusetts University of North Florida iv Stacy Grau Russell Laczniak Texas Christian University Iowa State University Sonya Grier Daniel Ladik American University Suffolk University Deirdre Guion Jeff Langenderfer Saint Joseph’s University Meredith College Manoj Hastak James Leigh American University Texas A&M University Stephanie Henkel Hillary Leonard University of St. Gallen University of Rhode Island Sven Henkel Susanna Leong University of St. Gallen National University of Singapore Janet Hoek Sofia Lopez-Rodriguez Massey University INSEAD Jeanne Hogarth May Lwin Federal Reserve Board Nanyang Technological University Daniel Horne Jill Maher Providence College Robert Morris University Elizabeth Howlett Ken Manning University of Arkansas Colorado State University Michael Hyman Ingrid Martin New Mexico State University California State University, Long Beach Thomas Jensen Kelly Martin University of Arkansas Colorado State University Carol Kaufman-Scarborough Marlys Mason Rutgers University Oklahoma State University Jeremy Kees George Milne Villanova University University of Massachusetts Elyria Kemp Elizabeth Moore University of Arkansas University of Notre Dame Brian Kinard Carol Motley University of North Carolina, Wilmington Florida A&M University Steven Kopp Amit Mukherjee University of Arkansas The Richard Stockton College of New Jersey Thomas Kramer Connie Pechmann Baruch College/CUNY University of California, Irvine v Vanessa Perry Amy Stokes George Washington University University of Arkansas Ross Petty Mary Ann Stutts Babson College Texas State University Debra Jones Ringold Jack Swasy Willamette University American University Joel Saegert Lisa Szykman University of Texas at San Antonio College of William & Mary Neela Saldana Esther Tang University of Pennsylvania Hong Kong Polytechnic University Debra Scammon Andrea Tangari University of Utah University of Arkansas Clifford Schultz Matt Thompson Arizona State University Queen’s School of Business Kristen Scott Anna Turri Oklahoma State University University of Arkansas Sankar Sen Josh Wiener Baruch College/CUNY Oklahoma State University Jennifer Siemens Jerome Williams University of Dayton University of Texas at Austin Janice Sipior Patti Williams Villanova University University of Pennsylvania David Sprott Mandy Wong Washington State University Hong Kong Polytechnic University Julie Stanton St. Joseph’s University vi TABLE OF CONTENTS PREFACE iii MANUSCRIPT REVIEWERS