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

Table of Contents

Doctoral Colloquium—Consumer Behavior Issues, Part I

Consumer Perceptions of Quality, Risk, and Value: A Conceptual Framework Pelm Bicen, Texas Tech University, United States

The Price is Right! Or is It? Komal Gyani Karani, Brexel University, United States

Parentat and Sibling Identification: A New Theoretical Framework for the Effects of Birth Order, Sex Congruency and Ethnicity on Purchase Influence Adriana M. Böveda-Lambie, University of Rhode Island, United States

Retailing—Store Environment and Image

Desire for Visual Aesthetics (DVA) in the Store Environment: Concept and Measurement Anshu Saran, University of Texas-Pan American, United States Laura Serviere, University of Texas-Pan American, United States Morris Kalliny, University of Missouri-Rolla, United States Michael S. Minor, University of Texas-Pan American, United States

Do Other Customers Matter? Examining The Impact of Other Customers In Retail/Service Settings Jingyun (Kay) Zhang, Bowling Green State University, United States

Who is to Blame? The Effects of Store Image and Product Branding on the Assignment of Responsibility for Failures Involving Multiple Firms Ronald L. Hess, Jr., College of William & Mary, United States Margaret T. Meloy, The Pennsylvania State University, United States William T. Ross, Jr., The Pennsylvania State University, United States

Consumer Behavior—Cultural Influences and Behavior

Religious and Cultural Animosity Model Extension: Implications for Purchase Intentions Morris Kalliny, University of Missouri-Rolla, United States Angela Hausman, University of Texas-Pan American, United States Anshu Saran, University of Texas-Pan American, United States

Superstitious Beliefs in Consumer Evaluation Of Brand Logos Yong Jian Wang, University of Texas-Pan American, United States Monica D. Hernandez, Kansas State University, United States Michael S. Minor, University of Texas-Pan American, United States

China s Changing Culture: Rural and Urban Consumers' Favorite Things Fracis Prion, Qatar University, State of Qatar

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Doctoral Colloquium—Consumer Behavior Issues, Part II

The Neuroscience of Consumer Behavioral Decision Making Dante Monique Pirouz, University of California, Irvine, United States

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Fan or Fanatic: A Measure of Consumer Devotion Mandy H. Ortiz, University of Alabama, Tuscaloosa, United States

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Consumer-Based Brand Trust Scales: Validation and Assessment Susan Brudvig, Florida State University, United States

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End-of-Life Care: The Need for a Cultural Transition 22 Mohammadali Zolfagharian, University of North Texas, United States

Branding in the B2B Marketplace

Conceptualizing Franchisee Perceived Relationship Value: Implications for Behavioral and Performance Outcomes 23 Tracy R. Harmon, University of South Florida, United States Merlyn A. Griffiths, University of California Irvine, United States

Why Do Leading Brand Manufacturers Supply Private Labels? 24 J. Tomas Gomez-Arias, St. Mary's College of California, United States Laurentino Bello-Acebron, University of A Coruna, Spain

International Marketing Strategie«

A Dyadic Study of the Determinants of Exporter-Importer Relationship Performance 25 Farid Ahmed, University of Western Sydney, Australia

Global Consumer Market Segmentation Strategy Decisions and Managerial Assessment of Performance 26 Stephen H. Craft, Birmingham-Southern College, United States Salah S. Hassan, George Washington University, United States

New Dynamics in the Global Supply Chain: Discovering Import Intermediaries 31 Jung-Eun Ha, University of North Carolina at Greensboro, United States Barbara Dyer, University of North Carolina at Greensboro, United States

Value Creation & Customer/Service Provider Collaboration

Value Creation within a Service Dominant Logic for Marketing 36 Sabine Moeller, WHU, Otto Beisheim School of Management, Germany Martin Fassnacht, WHU, Otto Beisheim School of Management, Germany

Leadership by Customers? Implications of Customer Involvement for Leadership in Service Companies 37 Peter Maas, University of St. Gallen, Switzerland Albert Graf, University of St. Gallen, Switzerland

An Evolvement Model of Customer-Service Provider Relationships 38 Jingyun (Kay) Zhang, Bowling Green State University, United States

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Excellence in Marketing Education and Innovative Teaching —Special Session

Moving Educational Theory to Practice: Experiential Learning for Part-Time MBA Programs Dr. Vince Howe, University of North Carolina, United States Dr. Rebecca Porterfield, University of North Carolina, United States Dr. Barbara Spencer, Mississippi State University, United States

The Internationalization of Marketing Education

Teaching Marketing in A Developing Nation: A Reflective View Mohammed Abdur Razzaque, University of New South Wales, Australia

Globalization and U.S. Universities: What Realities are Most Relevant to the Successful Internationalization of Their institutions? Van R. Wood, Virginia Commonwealth University, United States Kim R. Robertson, Trinity University, United States

Pricing, Products & Packaging

New Package Design: Evaluation of Consumer Experience Gary Holmes, University of North Texas, United States

Lead Products and Retail Store Choice Decisions Pilsik Choi, Clark University, USA

Organizational Learning and Market Orientation

Developing and Validating an Instrument for Measuring the Driving Markets Approach David Marti'n-Consuegra, University of Castilla-La Mancha, Spain Arturo Molina, University of Castilla-La Mancha, Spain Ägueda Esteban, University of Castilla-La Mancha, Spain

Organizational Learning and New Product Outcomes: Integrating Research Approaches Iryna Pentina, University of North Texas, United States

Strategie Outcomes of Market Orientation and Market Segmentation Mohammadali Zolfagharian, University of North Texas, United States

Impact of Technology on Consumer Behavior

Enhancing Customer Trust in E-Commerce Through Web Portals Hans H. Bauer, University of Mannheim, Germany Carmen-Maria Albrecht, University of Mannheim, Germany Marcus M. Neumann, University of Mannheim, Germany Tobias E. Haber, University of Mannheim, Germany

Ad Acceptance: Scale Development, Purification, and Validation of Cell Telephone Advertising Acceptance Anshu Saran, University of Texas Pan American, United States Kevin Cruthirds, University of Texas Pan American, United States M. S. Minor, University of Texas Pan American, United States

Individual Assessment of Humanlike Consumer Robots: An Extended Tarn with Aesthetics Adesegun Oyedele, University of Texas-Pan American, United States Soonkwan Hong, University of Texas-Pan American, United States Michael S. Minor, University of Texas-Pan American, United States

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Decisions, Decisions

Integration of Consumer Buying Behavioral Parameters with Signal Detection Tests in a Virtual Environment Sandra S. Liu, Purdue University, United States Robert D. Melara, The City College of New York, United States Jie Chen, Purdue University, United States Raj Arangarasan, Purdue University, United States Francesco Massara, IULM University, Italy

A Multiattribute Utility Model for Consumer Decision Making and Optimal Product Configuration Senay Solak, Southern Polytechnic State University, United States Serkan Bolat, University of Tennessee, United States Gokhan Sarpkaya, Auburn University, United States

Service Technology & Knowledge Management

Toward a Conceptulatization of Technology-Mediated Personalization (TMP) Anyuan Shen, University of Nebraska, United States A. Dwayne Ball, University of Nebraska, United States

A Study of Service Quality, Perceived Risk and Personal Innovativeness in Internet Banking Noel Y.M. Siu, Hong Kong Baptist University, China Ludwig, M.K. Chang, Hong Kong Baptist University, China

Building Customer Capital Through Knowledge Management Processes in the Healthcare Context Sandra S. Liu, Purdue University, United States Carol Yuh-Yun Lin, National ChengChi University, Taiwan

Consumer Communication & Decision Making

College Students Go Mobile: An Age Difference in Mobile Service Loyalty Decisions Archana Kumar, University of Tennessee, United States Heejin Lim, University of Tennessee, United States

Pricing, Service & Trust in B2B Relationship

Pressure Reduction Pressure and Trusting Relations John W. Henke, Jr., Oakland University, United States Ravi Parameswaran, Oakland University, United States R. Mohan Pisharodi, Oakland University, United States

The Impact of Service Quality, Relationship Satisfaction, Trust and Commitment on Loyalty: An Empirical Investigation in a Business-to-Business Services Context Rüben Chumpitaz C., IESEG School of Management, Universite catholique de Lille, France Nicholas G. Paparoidamis, IESEG School of Management, Uni versite catholique de Lille, France Christina Chung, University of Southern Mississippi, United States

Customer-Oriented Selection and Pricing of Supplementary Services in Business Markets Christina Sichtmann, Free University of Berlin, Germany Robert Wilken, University of Muenster, Germany

Advertising Issues

Gender Role in Advertising: Perspective from Feminism Lilly Ye, University of North Texas, United States

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Is It ethical to "Scare" a consumer? An Examination of Ethics and Fear Appeal Advertising Delonia O. Minor-Cooley, University of Memphis, United States

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The Use of Swear Words in Print Advertising 99 Brent L. Baker, University of South Florida, United States C. Jared Broadus, University of South Florida, United States

Online Marketing Communications

The Role of Consumer-Organized Anti-Brand Sites as Market Agents 105 Sandeep Krishnamurthy, University of Washington, United States S. Umit Kucuk, University of Virginia, United States

Consumer Response to Negative Information on the Web 106 Vishai Lala, Face University, United States

SPAM: A Consumer Perspective 107 Sandeep Krishnamurthy, University of Washington, United States

The Role of Emotions and Shopping Enjoyment in Visiting Web Sites Announced in Advertisements 108 Nancy Spears, University of North Texas, United States

B2B Marketing in the New Electronic Environment

Virtual New Product Development Teams: An Integrated Framework of Interface Effectiveness 109 Vishag Badrinarayanan, Texas State University, United States Dennis B. Arnett, Texas Tech University, United States

Successful B2B Customer Database Management 110 Debra Zahay, Northern Illinois University, United States

Industrial Marketing Communication: A (R)evolutionary Journey from Marketplace to Marketspace 111 Tim Foster, Luleä University of Technology, Sweden

Excellence in Marketing Education and Innovative Teaching—Revising the Marketing Curriculum

Revising Courses in the Marketing Curriculum Based on Exploratory Research Using an Index of Learning Styles 119 Mary T. Galvan, North Central College, United States

A Multi-Level Approach to Retail Management Education 120 R. Glenn Richey, University or Alabama, United States Lauren Skinner, University or Alabama, United States

The Undergraduate Capstone Marketing Course: Objectives, Content, and Pedagogy 121 Victoria L. Crittenden, Boston College, United States William F. Crittenden, Northeastern University, United States Kevin Galligan, Boston College, United States

Logistics Service—Strategie Implications

The Role of Technology in Industrial Customers' Perceptions of Logistics Service Quality and Their Future Purchase Intentions 122 Carol C. Bienstock, Radford University, United States Maria Royne Stafford, University of Memphis, United States Thomas F. Stafford, University of Memphis, United States

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Towards an Integrated Theory of Logistics Service Competency: Orienting Firms Towards Service Excellence Mert Tokman, University of Alabama, United States R. Glenn Richey, University of Alabama, United States Lauren R. Skinner, University of Alabama, United States

Broadening the Concept of Relationship Marketing Terry Beckman, Queen's University, Canada

Understanding the International Retail Customer

A Revisit of Theoretic Model of Store Image Formation and its Application in Chinese Consumers Haiyan Hu, Utah State University, United States Cynthia Jasper, University of Wisconsin - Madison, United States

A Consumer Ethnocentrism Model of Foreign Retail Store Patronage: An Initial Empirical Test of Extrinsic Cues and Moderating Effect in Beijing Kelvin Tay, Loughborough University, United Kingdom Mohammed Rafiq, Loughborough University, United Kingdom

Consumers' Need for Uniqueness and Customization Behavior Among Chinese Consumers Judy Li Zhu, University of Gloucestershire, United Kingdom Charles Chi Cui, The University of Manchester, United Kingdom Kathryn Fordham, The University of Manchester, United Kingdom

Web Pricing and Product Sampling

The Effect of Prices for Incidental Products in Web Page Promotions on Consumer Price Perceptions for an Unrealted Target Product Thomas Jensen, University of Arkansas, United States Jeremy Kees, University of Arkansas, United States Scot Burton, University of Arkansas, United States Elyria Kemp, University of Arkansas, United States

Congestion Pricing in an Internet Market Jose J. Canals-Cerdä, University of Colorado at Boulder, United States

Managing B2B Relationships

Modeling the Role of Power Distance and Social Formality in Business-to-Business Relationships in India Angelica C. Cortes, University of Texas Pan-American, United States Sindy Chapa, University of Texas Pan-American, United States Akash Dania, University of Texas Pan-American, United States

A Conceptual Framework of Mutual and Interactive Vulnerability in Business Relationships Göran Svensson, Oslo School of Management, Norway

Consumption Under Uncertainty

The Influence of Gambling Benefits and Acceptability on Casino Gambling Satisfaction Gabriel Rousseau, Nelson Mandela Metropolitan University, South Africa Daniel Venter, Nelson Mandela Metropolitan University, South Africa

Multiracials Versus Monoracials: Towards a Framework for Consumer Traits and Artwork Consumption Mohammadali Zolfagharian, University of North Texas, United States

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The Application of a Mutual Cyclical Growth Model of Romantic Relationships to Investigate Consumer Brand Commitment 138 Michael K. Coolsen, Shippensburg University, United States Melissa L. Brandt, Shippensburg University, United States Kenneth C. Herbst, College of William and Mary, United States

Cross-national Comparisons of Consumers

First-Mover Advantages: A Cross-National Comparison of Mature and Einerging Market Consumers' Attitudes To ward Pioneer and Folio wer Brands 139 Tarek Mady, The American University in Dubai, The United Arab Emirates

Globalisation, Levitt and the Evidence from Japan and Singapore 140 Stephanie Pease, Cardiff Business School, United Kingdom Stan Paliwoda, University of Strathclyde, United Kingdom Jim Slater, Birmingham Business School, United Kingdom

Modern vs Postmodem Consumer Segmentation in International Business: A Comparative Analysis and Research Agenda 141 J. Alexander Smith, Saint Louis University, United States Lyn S. Amine, Saint Louis University, United States

Insights into Sales Management: Knowledge, Performance and Scale Development

Metaphors and Sales Management: A Review and the Development of Knowledge Grafting as a Theoretical Metaphor for Knowledge-Based Sales Management Strategy 142 Sreedhar Madhavaram, Cleveland State University, United States Robert E. McDonald, Texas Tech University, United States

A Configuration-Theory Assessment of How Incongruity in Sales Force Control Systems Drives Salesperson Performance 143 Vincent Onyemah, Boston University, United States

Channels, Logistics and Industrial Marketing Issues

Logistics' Role in Interdepartmental Integration 144 Aaron Arndt, University of Oklahoma, United States

The Moderating Impact of Total Quality Management on Supply Chain Management: Implication of Competitive Advantage 149 Jack Crumbly, Jackson State University, United States

Capital Equipment Purchasing: A Stochastic Model of Industrial Buying Behaviour 155 J.D.J. McCabe, University of Warwick, United Kingdom

Location Efficiency Measurements and Diagnostics: A Data Envelopment Analysis Approach 160 Joseph C. Miller, Michigan State University, United States

Service Satisfaction

Customer Satisfaction and Price Acceptance in the Case of a Hungarian Electricity Supplier 161 Gabor Rekettye, University of Pees, Hungary Jözsef Pinter, University of Pees, Hungary Erzsebet Hetesi, University of Szeged, Hungary

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The Role of Choice and Gender in the Service Recovery Processi A Comparison Between Hedonic and Vtilitarian Recovery Options 166 Anna S. Mattila, Pennsylvania State University, United States

Advertising in the 2Ist Century

Exploring Factors Affecting Consumer Intention to Use Mobile Advertising 167 Kenneth C. C. Yang, University of Texas at El Paso, United States

Direct-to-Consumer Advertising: Market Driving Changes in the Pharmaceutical Industry 168 Deborah F. Spake, University of South Alabama, United States Mathew Joseph, University of South Alabama, United States

Online Interaction Readiness: Measurement, Antecedents, and Consequences 169 Yuping Liu, Old Dominion University, United States

Strategie Management in B2B Contexts

Integrating Sales Force into Marketing Strategie Flanning 170 Sandra S. Liu, Ph.D., Purdue University, United states Yiwen Tian, Novartis Pharma K.K., Japan

Operationalizing Relationship Value: An Empirical Study of Antecedents, Outcomes and Construct Dimensions 171 James Barry, Nova Southeastem University, United States Tamara Terry, Nova Southeastem University, United States

Capabilities and Competitive Advantage

Corporate Entrepreneurship and Resource Recombination: A Dynamic Capabilities Approach to Innovation 172 Tanawat Hirunyawipada, University of North Texas, United States Mohammadali Zolfagharian, University of North Texas, United States

The Effect of Scanning Behaviors on Marketng Managers' Representation of Competitive Advantage 173 Tianjiao Qiu, University of Illinois at Urbana-Champaign, United States

Alliance Marketing Competence and Technology Sensing in Marketing Alliances: The Performance Implications for Alliance Participant Firms 174 Youngtae Chol, University of North Florida, United States

CRM Issues

Employee Blogging: Builing Buzz from the Inside 175 Karen E. Mishra, University of North Carolina at Chapel Hill, United States

Customer Relationship Management in Professional Service Organization: A Strategie Approach Towards A Sustainable Competitive Advantage 181 Hamed M. Shamma, George Washington University, United States

Marketing & Society

Slotting Fees and the Market Power of Manufacturers 182 Sandra Mottner, Western Washington University, United States Steven H. Smith, Western Washington University, United States

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Cigarette Placement in Movies: Priming Tobacco Risk-Related Warnings and its Social Effects on Youths 187 Adilson Borges, Reims Management School, France Jean-Charles Chebat, HEC Montreal, Canada Ciaire Gelinas-Chebat, Universite du Quebec ä Montreal, Canada

Need, Want and Advertising 188 Mohammadali Zolfagharian, University of North Texas, United States

Strategie Marketing Issues

Upper Echelons Theory and Market Orientation: TMT Characteristics as Antecedents to a Market Orientation 189 Esther Swilley, Florida State University, United States

Structural Antecedents of Market, Learning and Entrepreneurial Orientations 190 Horace L. Melton, Florida State University, United States

The Importance of Cost Savings Factors vs. Strategie Factors in Outsourcing Decisions 191 Ravi Jillapalli, Texas Tech University, United States

Key Issues for the Marketing Educator

PHD Students' Yalue Perceptions of Their Education: An Application of Means-End Chain Model 192 Serkan Bolat, University of Tennessee, United States Ann E. Fairhurst, University of Tennessee, United States Youn-Kyung Kim, University of Tennessee, United States Senay Solak, Southern Polytechnic State University, United States

Relationships between Article References and Subsequent Citations of Marketing Journal Articles 199 Eugene Sivadas, University of Washington, Tacoma, United States Mark S. Johnson, Montclair State University, New Jersey, United States

A New Statistic for Item Analysis 206 John R. Dickinson, University of Windsor, Windsor, Ontario, Canada

Online Consumer Behavior

Theoretical Perspectives of Online Community: Managerial Insights and Research Agenda 207 Timothy D. Landiy, University of Oklahoma, United States Todd J. Arnold, Oklahoma State University, United States Tracy A. Suter, Oklahoma State University, United States

A Characterisation of Consumer Empowerment Drawn from Three Views of Power 208 Haitham AI Shibly, University of Newcastle, Australia Janet Aisbett, University of Newcastle, Australia Guilherme Pires, University of Newcastle, Australia

International Marketing Ethics and Nonprofit Issues

Alternative Perspectives on Brand Personality: The Case of the Nonprofit Brand 214 Maureen Bourassa, Queen's University, Canada

Global Ethics Versus Local Ethics: How Do Marketing Managers Make Ethical Decisions Across Cultures 215 Arturo Z. Vasquez-Parraga, University of Texas-Pan American, United States

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Open Skies Treaty, Competition Policy and Regulatory Issues: An Exploratory Analysis in Marketing and Public Policy 216 Syed Tariq Anwar, West Texas A&M University, United States

Foundations of Desire

All Desires are not Created Equal: Toward a Typology of Desire in Consumer Research 217 Alexandra Rodriguez, University of Illinois at Urbana-Champaign, United States

Correlates of Materialism: A Comparative Study of Bangladeshis in Bangladesh and First Generation Migrant Bangladeshis in Sydney 218 Mohammed Abdur Razzaque, University of New South Wales, Australia

Are Consumer Innovators Less Resistant to Change Than Market Mavens? 223 Melinda L. Andrews, Florida State University, United States Ray L. Benedicktus III, Florida State University, United States

Customer Relationships Across Continents

Mutual and Interactive Vulnerability in Supply Chain Dyads 228 Göran Svensson, Oslo School of Management, Norway

The Scholarly Book Buyer's Decision Processi A National Survey of University Faculty 229 Hooman Estelami, Fordham University, United States Albert N. Greco, Fordham University, United States Robert M. Wharton, Fordham University, United States

Building Fan Identification in Minor League Sport Organization: Individual Player vs. Team Approach 230 Jennifer Wegmeyer, Millward Brown, United States Carol W. DeMoranville, Bryant University, United States Kimberly M. Judson, Northern Illinois University, United States

International Marketing Issues

Analysis of the Reforms in Chinese State-Owned Enterprises: A Principal-Agent Approach 231 Xuhui Yang, Warwick Business School, University of Warwick, United Kingdom

Online Communication Trust and Cultural Variables: The Comparison of American and Japanese Online Consumer Trust in Dynamic Pricing 236 Christina Chung, University of Southern Mississippi, United States

Perceived Supervisory Support: A Meta-Analytic Review Stefanie L. Boyer, University of South Florida, United States Diane R. Edmondson, University of South Florida, United States

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Purchase Behavior and Cross-selling of Services

An Analytical Framework to Stimulate Cross-Selling and Retention in the UK Financial Services Industry: A Case Study 246 Maria T. Salazar, University of Edinburgh, United Kingdom Tina Harrison, University of Edinburgh, United Kingdom Jake Ansell, University of Edinburgh, United Kingdom

Factors Influencing Students' Selection of Credit Cards: Some Initial Results 252 Charles Blankson, University of North Texas, United States Sylvia J. Long-Tolbert, University of Toledo, United States

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Cross-Buying Evaluations: The Moderating Role of Category Similarity Tsung-Chi Liu, National Cheng Kung University, Taiwan Li-Wei Wu, National Cheng Kung University, Taiwan

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Online Advertising Effects

A Model of Flow Experience as Determinant of Positive Attitüde« Toward Online Advergames 254 Monica D. Hernandez, Kansas State University, United States Osama Jawaid Butt, University of Texas-Pan American, United States

Visual Perception of In-Game Advertising: Diagnostic Information Search and the Role of Expertise 255 S. Adam Brasel, Boston College, United States

Does WEB Log Data Reveal Consumer Behavior? The Case of Analysis for an Internet Mall 256 Katsutoshi Yada, Kansai University, Japan Naohiro Matsumura, Osaka University, Japan Kosuke Ohno, Kansai University, Japan Hiroshi Tamura, Hakuhodo Inc., Japan

Improving the Application of Research Methods

Estimating Willingness-to-Pay by Different Utility Functions: A Comparison of Individual and Cluster Solutions 263 Christina Sichtmann, Free University of Berlin, Germany Robert Wilken, University of Muenster, Germany

The Influence of Common Method Variance in Marketing Research: Reanalysis of Past Studies Using a Marker-Variable Technique 269 Tracey M. King, Georgia Institute of Technology, United States Naresh K. Malhotra, Georgia Institute of Technology, United States

International/Foreign Consumer Perspectives

Determinants of Foreign Product and Country of Origin Evaluations: The Role of Involvement and Information Type 270 Khaled Aboulnasr, Fairfield University, United States

A Consumer Perspective of Small (Mom-and Pop) versus Large Department Stores: An Investigation in an Emerging Market - Mexico 271 Audhesh Paswan, University of North Texas, United States Maria de los Dolores Santarriaga Pineda, Universidad de Colima, Mexico Francisco Carlos Soto Ramirez,Universidad de Colima, Mexico

Predicting Taiwanese Viewers' Attitudes Toward Foreign Television Programs: A Country-of-Origin Perspective 272 Kenneth C. C. Yang, The University of Texas at El Paso, United States Tim K. Tso, Shih-Chien University, Taiwan

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