The 35th Annual Meeting of the Macromarketing Society Exploring the Frontiers of Macromarketing Papers of the 35th Annual Macromarketing Conference University of Wyoming Laramie, Wyoming, USA June 9-12, 2010 Program Chair: Terri L. Rittenburg, University of Wyoming Arrangements Chair: Mark Peterson, University of Wyoming Conference Sponsors: The Macromarketing Society, Inc. The Daniels Fund, Denver, Colorado School of Energy Resources, University of Wyoming College of Business, University of Wyoming Department of Management & Marketing, University of Wyoming & Journal of Macromarketing i Copyright Statement The Macromarketing Society and the University of Wyoming do not take copyright for papers appearing in the proceedings. The copyright of each abstract or paper in the proceedings belongs to the paper’s author(s). Published by the Macromarketing Society, Inc., in 2010 ISBN 0-9795440-2-5 Cover Photo: Terri Rittenburg ii Table of Contents Track Chairs and Ad Hoc Reviewers ............................................................................................. iv Macromarketing Milestones ......................................................................................................... vii Journal of Macromarketing Charles W. Slater Award Winners ................................................... ix Conference Program ...................................................................................................................... xi Papers and Abstracts ........................................................................................................................1 Author Index ................................................................................................................................741 iii Editor’s Notes: Special thanks for all those who contributed their time and energy serving as track chairs for the conference. Their suggestions, cooperation, and diligence played a crucial role in the creation of an academically stimulating program for the 35th Macromarketing Conference. We would like to commend them for all their efforts. Track Chairs* Art, Culture, and Markets Kent Drummond, University of Wyoming, USA Competition and Markets William Redmond, Indiana State University, USA Environment, Nature, and Sustainability Pierre McDonagh, Dublin City University, Ireland Andrea Prothero, University College Dublin, Ireland Ethics, Equity, and Justice Eugene Laczniak, Marquette University, USA Food Marketing Systems Tim Burkink, University of Nebraska at Kearney, USA Julie Stanton, The Pennsylvania State University, USA Globalization Ahmet Ekici, Bilkent University, Turkey Macromarketing Education David Hunt, University of Wyoming, USA Scott Radford, University of Calgary, Canada Marketing and Development Kenneth Beng Yap, University of Western Australia, Australia Marketing and Public Policy Elizabeth Moore, University of Notre Dame, USA William L. Wilkie, University of Notre Dame, USA Marketing History Leighann Neilson, Carleton University, Canada Materialism and Consumption William Kilbourne, Clemson University, USA iv Poverty and Subsistence Societies José Antonio Rosa, University of Wyoming, USA Quality of Life Alexandra Ganglmair-Wooliscroft, University of Otago, New Zealand Don Rahtz, College of William and Mary, USA Religion and Markets John Mittelstaedt, Clemson University, USA Delia Perez Lozano, Tecnologico de Monterrey, Mexico Sports and Society Bettina Cornwell, University of Michigan, USA Systems and Networks Ben Wooliscroft, University of Otago, New Zealand Underresearched Stakeholders Aubrey R. Fowler III, Valdosta State University, USA James Gentry, University of Nebraska-Lincoln, USA *Papers submitted by track chairs to their own tracks were independently reviewed. The review process was handled by the program chair. In addition to the track chairs, others contributed their time and effort as reviewers for the many papers that were submitted. They should all be commended as well. Ad Hoc Reviewers John Anderson, University of Nebraska at Kearney, USA A. Dwayne Ball, University of Nebraska-Lincoln, USA Andrés Barrios Fajardo, Lancaster University, UK Fred Beard, University of Oklahoma, USA Terry Beckman, Queen’s University, Canada Raymond Benton, Loyola University Chicago, USA Jozsef Beracs, Corvinus University of Budapest, Hungary Shona Bettany, Bradford University, UK Jan Brace-Govan, University of Monash, Australia Sylvain Charlebois, University of Regina, Canada David Clampin, Liverpool John Moores University, UK Janine Dermody, University of Gloucestershire Business School, UK Susan Dobscha, Bentley University, USA Andreas Falkenberg, Agder University, Norway Jim Freund, Lancaster University, UK Michaela Haase, Freie Universität Berlin and Institut für Markt-Umwelt-Gesellschaft, Germany Louise Heslop, Carleton University, Canada Ronald Hill, Villanova University, USA v Renee Shaw Hughner, Arizona State University, USA D. G. Brian Jones, Quinnipiac University, USA Ann-Marie Kennedy, Auckland University of Technology, New Zealand Tom Klein, University of Toledo, USA Tomaz Kolar, University of Ljubljana, Slovenia Olga Kravets, Bilkent University, Turkey Roger Layton, University of New South Wales, Australia Marilyn Liebrenz-Himes, George Washington University, USA Dirk Matten, Schulich School of Business, Canada Laurie Meamber, George Mason University, USA Robert Mitchell, University of Otago, New Zealand Robert Mittelstaedt, University of Nebraska-Lincoln, USA Patrick Murphy, University of Notre Dame, USA Alexander Nill, University of Nevada, Las Vegas, USA Phil Osborne, University of Otago, New Zealand Julie L. Ozanne, Virginia Polytechnic Institute and State University, USA Maurice Patterson, University of Limerick, Ireland Paul Patterson, Auburn University, USA Ken Peattie, University of Cardiff, UK Sanne Poulsen, University of Otago, New Zealand Susie Pryor, Washburn University, USA Justine Rapp, University of Nebraska-Lincoln, USA Alexander Reppel, University of London, UK A. Coskun Samli, University of North Florida, USA Ozlem Sandikci, Bilkent University, Turkey Nicholas Santos, Santa Clara University, USA Sri Seshadri, University of Nebraska at Kearney, USA Stanley Shapiro, Simon Fraser University, Canada Clifford J. Shultz II, Loyola University Chicago, USA Yannik St. James, HEC, Canada Alka Subramanian Power of Love Foundation Mehdi Taghian, Deakin Business School, Melbourne Campus at Burwood, Australia Carlos Andrés Trujillo, Universidad de los Andes, Colombia MadhubalanViswanathan, University of Illinois at Urbana-Champaign, USA Ann Veeck, University of Western Michigan, USA Terrence H. Witkowski, California State University, Long Beach, USA Janine Wong, University of Western Australia, Australia We would also like to thank Alex Brauer, a University of Wyoming graduate student, who worked diligently as editorial assistant for this proceedings book. vi Macromarketing Milestones The first Macromarketing Seminar was organized by Professor Charles Slater at the University of Colorado in August, 1976. Since then, an unbroken series of 34 meetings has been held annually. Sometimes referred to as the “macromarketing seminar” and at other times as the “macromarketing conference,” these meetings have convened in the U.S. (25 times), Canada (3), Norway (2), Australia (1), Croatia (1), the Netherlands (1), and New Zealand (1). Along with the creation of the Journal of Macromarketing in 1981 and the incorporation of the Macromarketing Society on March 1, 2004, these gatherings define macromarketing as a separate field of scholarly knowledge. For further information on the history of macromarketing, see Stanley J. Shapiro. 2006. Macromarketing: Origins, development, current status and possible future direction. European Business Review 18 (4): 307-321. Year Theme , Host, and Venue 2009 Rethinking Marketing in a Global Economy, University of Agder, Kristiansand, Norway, June 4-7 2008 Macromarketing: Systems, Causes, and Consequences, Clemson University, Clemson, South Carolina, USA, June 4-7 2007 Macromarketing and Development: Building Bridges and Forging Alliances, Washington, D.C., USA, June 2-5 2006 Macromarketing—the Future of Marketing?, University of Otago, Queenstown, New Zealand, June 6-8 2005 Discourse, Diversity and Distinction: Macromarketing at 30 Years (special sub-theme: Remember the Titans), University of South Florida, St. Petersburg, Florida, USA, May 25-31 2004 Macromarketing Scholarship and Education for a Global Century, Clemson University and Simon Fraser University, Vancouver, Canada, May 29-June 1 2003 Marketing to Diverse Cultures, Foxwoods Resort Casino, Mashantucket, Connecticut, USA, August 11-14. 2002 Macromarketing in the Asia Pacific Century, University of New South Wales and University of Western Australia, Sydney, Australia, June 11-14 2001 Globalization and Equity, The College of William & Mary, Williamsburg, Virginia, USA, August 7-10 2000 Marketing Contributions to Democratization and Socioeconomic Development, University of Rijeka, Lovran, Croatia, June 22-25 1999 Macromarketing and Twenty-First Century Challenges, University of Nebraska, Lincoln, Nebraska City, Nebraska, USA, August 12-15 1998 Redoubling Efforts: Impact, Challenges, and Opportunities, University of Rhode Island, West Greenwich, Rhode Island, USA, August 12-15 1997 22nd Annual Macromarketing Conference, Norwegian School of Economics and Business Administration, Bergen, Norway, June 14-17 1996 21st Annual Macromarketing Seminar, “Macromarketing, Marketing History,