2005 AMA Winter Educators' Conference

2005 AMA Winter Educators’ Conference Marketing Theory and Applications Editors Kathleen Seiders, Boston College Glenn B. Voss, North Carolina State University Track Chairs Jeff Inman, University of Pittsburgh Cheryl Nakata, University of Illinois at Chicago K. Sivakumar, Lehigh University Paul Bloom, University of North Carolina, Chapel Hill Steve Hoeffler, University of North Carolina, Chapel Hill Ronald C. Goodstein, Georgetown University Brian Wansink, University of Illinois David Henard, North Carolina State University Mitzi Montoya-Weiss, North Carolina State University Sandy Jap, Emory University Rick Andrews, Louisiana State University Danny Weathers, Louisiana State University Peter Golder, New York University Mike Ahearne, University of Connecticut Eli Jones, University of Houston Jagdip Singh, Case Western Reserve University Deepak Sirdeshmukh, North Carolina State University Linda Ferrell, University of Wyoming O.C. Ferrell, Colorado State University Rebecca Slotegraaf, Indiana University Rosann Spiro, Indiana University Volume 16 311 S. Wacker Drive • Chicago, Illinois 60606 • (312) 542 - 9000 © Copyright 2005, American Marketing Association Printed in the United States of America Publications Director: Francesca Van Gorp Cooley Project Coordinator: Charles Chandler Cover Design: Jeanne Nemcek Typesetter: Marie Steinhoff ISSN: 1054-0806 ISBN: 0-87757-314-X 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 or retrieval system without the written permission of the American Marketing Association. Preface and Acknowledgements The theme for the 2005 Winter Marketing Educators’ Conference is “Understanding Diverse and Emerging Markets, Technologies, and Strategies.” The multicultural marketplace is the new mainstream and sophisticated marketing technologies provide a better understanding of buyer behavior and the ability to reach diverse segments more efficiently. This year’s conference includes a variety of innovative special sessions presenting key thought leaders and paper sessions addressing research themes that are critical to marketing scholars and educators. Many dedicated individuals contributed to this conference. In particular, we acknowledge the outstanding work of the Conference Track Chairs, whose stellar performances produced a truly distinguished program. Reinforcing the role of the Winter Educator’s Conference as a premier research conference, the Track Chairs worked to shape high-level special sessions and maintained a lofty bar for competitive paper sessions. The Conference Track Chairs are as follows: Consumer Behavior Jeff Inman, University of Pittsburgh Global Marketing: Cheryl Nakata, University of Illinois – Chicago K. Sivakumar, Lehigh University Marketing and Society Paul Bloom, University of North Carolina – Chapel Hill Steve Hoeffler. University of North Carolina – Chapel Hill Brand Marketing and Communications Ronald C. Goodstein, Georgetown University Brian Wansink, University of Illinois – Urbana-Champaign Marketing, Technology, and Innovations David Henard, North Carolina State University Mitzi Montoya-Weiss, North Carolina State University Inter-Organizational Issues Sandy Jap, Emory University Marketing Research Rick Andrews, Louisiana State University Danny Weathers, Louisiana State University Marketing Strategy Peter Golder, New York University Selling and Sales Management Mike Ahearne, University of Houston Eli Jones, University of Houston Services & Relationship Marketing Jagdip Singh, Case Western Reserve University Deepak Sirdeshmukh, North Carolina State University Instructional Innovations Linda Ferrell, University of Wyoming O.C. Ferrell, Colorado State University Special Interest Group Rebecca Slotegraaf, Indiana University Rosann Spiro, Indiana University The program reflects the important contributions of the conference reviewers (listed on pp. iv-vii). All those who submitted papers and special session proposals are to be thanked, as are members of the Academic Council and AMA journal editors whose leadership in creating the featured Conference Special Sessions was instrumental. We are exceedingly grateful to Denise Smart, AMA Academic Council President, for her advice and support throughout the conference planning process. Also, we acknowledge the significant implementation efforts of the AMA staff: Nicole Morris, our Program Manager; Charles Chandler; Francesca Van Gorp Cooley; and Pat Goodrich. Thanks also to Marie Steinhoff for typesetting the proceedings. With deep appreciation, we thank all contributors for making this a conference that is worthy of our field. Kathleen Seiders Glenn B. Voss Boston College North Carolina State University iii 2005 AMA Winter Educators’ Conference List of Reviewers Mary J. Bitner, Arizona State Bruce Clark, Northeastern A University University Manoj Agarwal, Binghamton Carolyn Bonifield, University of Lucette B. Comer, Purdue University Vermont University Sanjeev Agarwal, Iowa State Greg Bonner, Villanova University Robert Cosenza, University of University Doug Bowman, Emory University Mississippi Shanita Akintonde, Columbia Kevin Bradford, University of Nicole E. Coviello, University of College Notre Dame Auckland Joe Alba, University of Florida Michael Brady, Florida State Bill Cron, Texas Christian Terri Albert, University of Hartford University University Dana Alden, University of Hawaii Steve Brown, University of Lawrence Cunningham, University Alan Andreasen, Georgetown Houston of Colorado – Denver University Tom Brown, Oklahoma State Kerry P. Curtis, Golden Gate Kersi Antia, University of Western University University Ontario Eileen L. Bridges, Kent State John Antil, University of Delaware University D Syed Anwar, Western Texas A&M Nancy Buchan, University of University Wisconsin – Madison Peter Dacin, Queens University Neeraj Arora, University of Margo Buchanan-Oliver, Kofi Dadzie, Georgia State Wisconsin University of Auckland University Zeynep Arsel, University of Cheryl Buff, Siena College Robert Dahlstrom, University of Wisconsin Al Burns, Louisiana State Kentucky Kwaku Atuahene-Gima, City University Rajiv Dant, Clarkson University University (Hong Kong) Jim Burroughs, University of Prakash Das, Queen’s University Craig Atwater, Temple University Virginia Kirk Davidson, Mount St. Mary’s Anne-Francoise Audrain, Rouen Ronald Bush, University of West College School of Management Florida Marion Debruyne, Emory Jon Austin, Cedarville University University Catherine Axinn, Ohio University David Dekker, University of C Nijmegen Susan Cadwallader, Texas A&M Benedict Dellaert, Universiteit B University Maastricht Julie A. Baker, University of Richard Caldarola, American Carol Demoranville, Northern Texas – Arlington Intercontinental University Illinois University Sridhar Balasubramanian, Meg Campbell, University of Kalpesh Desai, University of University of North Carolina Colorado Buffalo Soumava Bandyopadhyay, Lamar Les Carlson, Clemson University Sameer Deshpande, University of University Forrest Carter, Michigan State Lethbridge Yeqing Bao, University of University Andrea Dixon, University of Alabama Goutam Challagalla, Georgia Cincinatti Fleura Bardhi, University of Institute of Technology Susan Douglas, New York Nebraska – Lincoln Fiona Chan, University of Hong University Michael Basil, University of Kong Kent Drummond, University of Lethbridge Rajesh Chandy, University of Wyoming Boris Becker, Oregon State Minnesota Sean Dwyer, Louisiana Tech University Joseph Chang, University of Joseph Bellizzi, Arizona State Regina E University West Amar Cheema, Washington Ike Ekeledo, Northeastern Illinois Neeraj Bharadwaj, University of University Texas University John Cherry, Southeast Missouri Anita Elberse, Harvard University Sundar Bharadwaj, Emory State University University Reham Eltantawy, Florida State Lawrence B. Chonko, Baylor University University iv Sunil Erevelles, University of Xin He, University of Pittsburgh Harold Kassarjian, University of North Carolina – Charlotte Tim Heath, Miami University California – Los Angeles Sevgin Eroglu, Georgia State Geraldine R. Henderson, Carol Kaufman-Scarborough, University University of Texas – Austin Rutgers University Neil Herndon, University of Patrick Kaufmann, Boston F Missouri – Columbia University Louise Heslop, Carleton University Erdener Kaynak, Penn State Lawrence Feick, University of Janet Hoek, Massey University University Pittsburgh Susan Hogan, Emory University Jeremy Kees, University of Reto Felix, University of Hartmut Holzmueller, University of Arkansas Monterrey Dortmund Stephen Keysuk Kim, Oregon State Karen Fernandez, University of Lee Kam Hon, Chinese University University Auckland of Hong Kong Adwait Khare, University of Rosie Ferraro, Duke University Heather Honea, San Diego State Houston Linda Ferrell, University of Mark Houston, University of Jaehwan Kim, University of Wyoming Missouri Colorado Leslie Fine, Ohio State University Carol Howard, Oklahoma City Noreen Klein, Virginia Tech Bob Fisher, Western Ontario University University Carlos Flavian, Universidad de Frederick Hoyt, Illinois Wesleyan Thomas Klein, University of Zaragoza University Toledo Thomas Foscht, University of Graz Yili Huang, University of Illinois – Yu Jun Koernig, University of Ellen Foxman, Bentley College Chicago Illinois – Chicago Dan Freeman, University of John Hulland, University of Praveen Kopalle, Dartmouth Delaware Pittsburgh

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